Viator Media Leads Press and Communications for the XirCammini International Congress in Malta
Viator Media is proud to have supported the XirCammini Malta Congress, titled “It’s in the Journey”, as the official press and communications partner. Held on 25th May 2025 at St. Paul’s Missionary College in Rabat, Malta, the event brought together over 150 delegates from 16 countries and 24 Jacobean and pilgrimage associations across Europe.
This international gathering marked a significant moment for the European faith tourism sector, uniting local and global stakeholders to celebrate and reflect on the spiritual, cultural, and humanistic value of pilgrimage. With a rich programme featuring keynote speakers, panel discussions, and presentations—including a special address by Hon. Ian Borg, Malta’s Minister for Foreign & European Affairs and Tourism—the congress underscored Malta’s growing role in the wider pilgrimage movement.
As the agency entrusted with full press and media coordination, Viator Media developed and managed all communications assets, including press materials, media engagement, coverage facilitation, and stakeholder messaging. Our role was to ensure that the voice and vision of XirCammini and its partners were accurately and professionally conveyed to both the Maltese and international press.
“Faith-based tourism is not only about sacred destinations; it is about storytelling, memory, and connection,” said Silvia Costantini, Chief Communications and Institutional Relations Officer at Viator Media. “We are honoured to have partnered with XirCammini on this important event, and we remain committed to supporting initiatives that give voice to Europe’s living pilgrimage traditions.”
The congress also highlighted the collaborative work of Camino Europa Compostela (CEC), a growing network of European Jacobean associations dedicated to promoting and preserving the values of the Camino de Santiago.
Viator Media’s deep expertise in faith tourism and strategic communications continues to position the agency as a trusted partner for organisations seeking to promote religious and cultural heritage to global audiences.
