Symbiosis between pilgrimage routes and nearby cultural heritage in Europe: which lessons are learned?

Purpose This paper aims to explore the underutilized potential of pilgrimage routes to contribute meaningfully to the sustainable development of the rural areas they cross. While these routes successfully attract visitors, the impact often fails to benefit nearby communities. The study analyzes how these routes can be leveraged as strategic tools for rural revitalization, cultural heritage promotion and stakeholder collaboration, based on insights from the rurAllure project and its four European pilot studies. Design/methodology/approach The study uses a qualitative methodology, including in-depth expert interviews, SWOT analysis and pilot-based experimentation. Four diverse pilgrimage routes across Europe – Santiago de Compostela, Rome, Trondheim and Csíksomlyó/Mária Út – serve as case studies. Each pilot focused on a specific type of heritage (literary, thermal, ethnographic, natural) and reflected the sociocultural characteristics of its territory. This comparative approach enabled the identification of strategic areas of action and the formulation of context-sensitive recommendations for integrating rural heritage with pilgrimage-based tourism. Findings The research reveals a limited integration between pilgrimage routes and their surrounding rural landscapes. Although these routes generate high visitor traffic, nearby areas remain excluded from the associated cultural and economic benefits. The findings highlight opportunities to develop synergies through slow tourism practices, intersectoral cooperation and heritage-driven programming. The study offers a set of actionable recommendations to enhance the territorial impact of pilgrimage tourism and to support the sustainable transformation of marginal rural regions. Research limitations/implications The research is limited by its qualitative nature and context-specific pilots, which may affect the generalizability of results. However, the comparative framework provides valuable insights applicable to other regions facing similar challenges. Future studies could incorporate longitudinal approaches or quantitative data to assess long-term impacts. The implications suggest that stronger policy support and local capacity-building are needed to replicate successful interventions beyond the pilot territories. Practical implications This study provides tourism planners, local authorities and cultural managers with a strategic framework to strengthen the relationship between pilgrimage routes and rural areas. It offers tools for enhancing community participation, diversifying tourism offerings and designing experiences that connect pilgrims with local heritage. The recommendations also support more equitable distribution of tourism benefits, helping rural communities become active stakeholders in cultural tourism development. Social implications The paper underlines the role of pilgrimage routes in promoting social inclusion and cultural continuity in rural areas. By involving local actors and emphasizing slow, experiential tourism, the approach fosters community engagement and intergenerational transmission of intangible heritage. It contributes to mitigating rural depopulation by reinforcing local identity, pride of place and alternative livelihoods based on sustainable tourism practices rooted in cultural values. Originality/value This research contributes a novel perspective on pilgrimage tourism by shifting the focus from route-centric development to integrated rural revitalization. Its originality lies in combining qualitative, pilot-driven research with strategic policy-oriented recommendations. The rurAllure framework highlights how diverse forms of heritage can enrich the pilgrimage experience while empowering marginalized rural areas. The study offers valuable guidance for scholars and practitioners aiming to align tourism with regional cohesion and cultural sustainability goals.