Appia Regina Viarum-provincia Di Latina Brand Launched To Promote Unesco World Heritage In Latium

The Appia Regina Viarum-Provincia di Latina brand was officially introduced on September 13 at the Teatro Romano Hotel in Minturno, in the province of Latina, a key area between Rome and Naples. The initiative aims to coordinate and manage the tourism development of the stretch of the Appian Way, designated a UNESCO World Heritage Site in 2023, between the Pontine Plain and the Garigliano River.

The brand is symbolized by a crown of 13 paving stones, each representing a municipality along this section of the historic road: Latina, Cisterna di Latina, Norma, Sermoneta, Sezze, Pontinia, Terracina, Monte San Biagio, Fondi, Itri, Gaeta, Formia, and Minturno. The steering committee is led by Gerardo Stefanelli, President of the Province of Latina, who spearheaded the initiative to foster institutional cooperation, shared identity, and joint tourism promotion.

Showcase at Mediterranean Archaeological Tourism Exchange

The new brand will make its first major public appearance at the 27th Mediterranean Archaeological Tourism Exchange in Paestum, Campania, from October 30 to November 2, 2025. The Province of Latina will host a large stand showcasing the region’s archaeological treasures, cultural heritage, and landscapes. The stand design, deliberately linear rather than angular, reflects the concept of “path”, symbolizing continuity through time and space and uniting diverse communities along the Appian Way.

In addition to presentation and sales areas, the stand will feature a tasting space, echoing the historic rest stops that once refreshed travelers along the ancient Roman road. This immersive approach highlights how culture, tourism, and gastronomy intertwine in shaping the visitor experience.

Institutional collaboration and cultural identity

The project brings together institutions, municipalities, associations, and tourism operators, with support from the Italian Ministry of Culture and the Museums Directorate for Latium. It represents a model of governance in which local identity, shared heritage, and inter-municipal collaboration drive sustainable tourism promotion.

The launch event concluded with a performance by the Rome International Orchestra and a visit to the Ponte Real Ferdinando, Italy’s first iron catenary suspension bridge (1828–1832) and one of the earliest of its kind worldwide.

“The story that began on Saturday is truly new, exciting, and destined to become a benchmark”, President Stefanelli says, “both for the synergies between institutions and for tourism promotion, which, when it can count on a strong asset like the Appian Way, does not suffer from particularism. The Queen of the Roads, a UNESCO World Heritage Site since last year, is one of the most fascinating stretches of road in the world, known across every continent and captivating regardless of the origins and traditions of those who visit it. The Province of Latina, in collaboration with its 13 municipalities, will invest the best of its resources and planning to allow as many tourists as possible to feast their eyes on this marvel and raise awareness for the benefit of all incoming visitors”.

The article Appia Regina Viarum-Provincia di Latina brand launched to promote UNESCO World Heritage in Latium first appeared in TravelDailyNews International.