Viaticus debuts in Massa Martana: Festival of Small Turisms

From 24 to 26 May 2026 the medieval village of Massa Martana (Perugia) will host the first edition of Viaticus, a festival dedicated to promoting small turisms and using communication as a tool for community building and territorial development.

Organised by the Municipality of Massa Martana as part of a PNRR-linked project, the event brings together operators, communication professionals, institutions and residents to create paths for cultural, landscape and economic enhancement of inland villages.

Program and aims:

• Immersive tours among nature, art and archaeology in the historic centre and surrounding areas;
• Two public days with meetings, workshops and presentations;
• One day of reflection for experts and national case studies on topics such as food and wine, olive oil, long-distance trails and slow mobility (cycling).

At the press briefing in Perugia, Mayor Francesco Federici and Culture and Tourism Councillor Chiara Titani emphasised that Viaticus seeks to «promote the territory's deepest identity», turning heritage into concrete growth opportunities for the community. Co-creators Paolo Borroi and Daniela Tabarrini describe the festival as an identity-driven initiative to build a dynamic tourism ecosystem.

Viaticus aims to be a replicable model for Italian villages: an opportunity to rethink tourism communication as a participatory practice rooted in living and knowing places, rather than a one-way promotional message.