Umbria tourism campaign wins national award as region ranks second in Italy for visitor growth

The regional tourism campaign “Vivere l’Umbria è vivere davvero” was placed second in the national ranking of the best regional summer 2026 communication campaigns, compiled by La Gazzetta del Pubblicitario. Judges highlighted its audacity, positioning, emotional impact and visual quality. The spot was produced by Triplesense of the Reply group together with Salt&Pepper, and regional tourism assessor Simona Meloni said it showcases Umbria as a place people want to stay rather than just visit.

The campaign was backed by an integrated media plan covering television, radio, print, digital platforms and billboards at major train stations and airports. In the same period, Umbria recorded a 9.7% increase in tourist arrivals in the first half of 2026, placing the region second in Italy for growth, behind only Calabria. The region logged 936,294 arrivals and more than 2.3 million overnight stays, up 0.7% and 2.5% respectively compared with the same period in 2025. Officials highlighted the strategy’s aim to lengthen average stays, destagionalise demand and spread visitors across cities, villages and lesser‑known attractions.