There’s something particularly interesting about “Raccontami l’Umbria” (Stories in Umbria): it’s not just an award, but a privileged vantage point on how this region is being told to the world.
Credit also goes to the Chamber of Commerce of Umbria, led by its president Giorgio Mencaroni, and to all the colleagues involved: a level of professionalism that has been consistently impeccable and that explains the credibility and success this project has built over the years.
The 16th edition makes this very clear: 70 entries from four continents, with contributors from France, the United States, Sweden, Brazil, the United Kingdom, Germany and Kenya. A mosaic of perspectives that, taken together, offer a layered and contemporary image of Umbria.
The level? High. Very high.
Just look at the outlets involved: from Brigitte to Süddeutsche Zeitung, from Vogue to Gambero Rosso, as well as TV programs such as Linea Verde and Geo.
Then there are the winners, which clearly point to a direction:
- slow, seasonal tourism (with a German perspective on Umbria in autumn),
- identity-driven food storytelling (like the beer produced by the Benedictine monks of Norcia),
- routes, history, and the spiritual and cultural dimension of the region.
All signals of a precise shift: people are no longer just looking for a destination, but for the authentic narrative behind it.
On a personal note, this edition meant something more to me.
I had the pleasure of being part of the jury, chaired by Bruno Gambacorta: an experience that was above all a real space for exchange, with highly accomplished colleagues, each bringing different perspectives and approaches.
And that’s where the award becomes truly interesting: not only in the winners, but in the conversations behind the scenes, in how we discuss what it means today to tell the story of a territory.
The award ceremony will take place on April 17 in Perugia, within the framework of the International Journalism Festival — the perfect setting for a project that, more than promoting, continues to question how a credible narrative is built.
And maybe that’s the point:
Umbria is not just a destination to be told, but a laboratory for how storytelling is done.
The winners of the 16th edition
Tourism, Environment and Culture: Annette Rübesamen — Gold über grünen Hügeln
Umbria of Taste: Mattia Ferraresi — Birra sacra
Video – Major Productions: Lucia Gramazio, Emilia Mastroianni — Umbria, lungo la via Romea Germanica
Video – Independent Productions: Luca Marroni — Alla scoperta dei Papi sepolti a Perugia
Jury Prize: Stephen Brewer — One week Umbria Itinerary
Journalism Schools Prize: Caterina Aurora Malanetto — Mestieri dimenticati, dentro la bottega di un liutaio
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Special Mentions:
Caterina Congia — Il cammino dei Templari
Roberto Biselli, Roberto Casolari — CLITUMNUS, una visita teatrale
