???, as in
Que? as in "d'you what?". I have no understanding of what you perceive as "virtue signalling", I'm not even sure I have an understanding of that portmanteau phrase though Wiki is as usual helpful:
"Virtue signalling", according to The Cambridge Dictionary, is "an attempt to show other people that you are a good person, for example by expressing opinions that will be acceptable to them, especially on social media."[4] The expression is often used to imply that the virtue being signalled is exaggerated or insincere.[5]
Bloke walks the
Camino Frances back when most didn't. In the process he has a personal experience that significantly changes his perception of himself. Decides that he's going to do it all again but keep a record; of the route(s), accommodations, cultural highlights (that he's aware of). Decides to write all that up into an English language guidebook and manages to convince a publisher that it is a worthwhile investing effort, paper and press-time. OK, it might not make any money but it might cover costs and any way, it'll help people.
Does it again, and again. Keeps walking Caminos. Talks to people. Finds things out about places to sleep, places to eat, places to seek out and places to avoid. Keeps on doing it. Does it again.
Being from a culture wherein I'm defined by what I do and not my wealth or social significance, let alone my beliefs or religious inclinations, I'm minded to give JB every credit for everything he has done and achieved. His "spiritual" meanderings annoy the hell out of me but I'm at liberty to razor them out of his books without cost to either of us.
Meanwhile I'll leave the Ukrainian flag icon in my signature line and continue my financial and social support to that cause - or is that just virtue signalling?