Pompeii: 'The Country of Beauty' — FS launches train campaign to

Pompeii: 'The Country of Beauty' — FS launches train campaign to promote local tourism

Ferrovie dello Stato Italiane has introduced 'The Country of Beauty', a new communication campaign that turns railway stations into hubs for territorial promotion. Developed with Digital Horizon, the initiative is already on display in stations including Bra, Vicenza, Pisa, Pompeii and Taormina.

The campaign aims to encourage diffuse and sustainable tourism by inviting passengers to discover lesser-known destinations reachable by train. For each location, ten experiences have been curated across categories — art, wellness, culture, entertainment, food and wine, Made in Italy, nature and religion — offering practical ideas for visitors.

• Pompeii: highlights include the city's street art and alternative cultural routes alongside the archaeological sites.
• Pisa: suggestions beyond the towers, with village routes and natural itineraries connected by rail.
• Vicenza: art and architectural trails centered on Piazza dei Signori and the Basilica Palladiana.
• Bra and Taormina: culinary and theatrical experiences tailored for rail arrivals.

The project aims to showcase local specialities and promote sustainable mobility, making the station a place not only of transit but also of information for planning territorial exploration.

For travelers, the initiative provides concrete ideas to explore nearby and lesser-visited destinations, fostering a slower, more responsible way to travel.