13 July 2020

UniCredit and Lonely Planet discover Italy together

2:00 min

To further offer its support to the Italian tourism sector, heavily hit by the Covid crisis, and in line with its UniCredit per L’Italia (UniCredit for Italy) Campaign, UniCredit is acting as the main sponsor of Lonely Planet’s Italia on the Road project. The initiative is a virtual summer tour, taking a journey to discover the peninsula from north to south, including big cities, off the beaten track gems, and plenty of other beautiful hotspots Italy has to offer.


The project will be developed by a team of authors, influencers and video makers, showcasing the country using photos, videos and stories to experience how Italy is recovering after the emergency. After travelling down the country, the tour will end on 24 July 2020 having stopped in 22 different places across 7 different regions, allowing viewers to experience exciting itineraries by car, motorbike, on foot or by bicycle with a clear aim: promote Italy’s resurgence.


The objective is to uncover Italy’s rich heritage, where tradition and culture are shared first-hand during immersive workshops and tastings of local products that are grown with passion and care in the most sustainable way.