Assisi launches "Sìamo Francesco" tourism campaign for Spring–Summer

Assisi debuts the "Sìamo Francesco" campaign

The City of Assisi has unveiled the new tourism campaign "Sìamo Francesco", aimed at Spring–Summer 2026 and connected to the 800th anniversary of St. Francis's transitus. The initiative seeks to enhance visitor stays and summer events by presenting the values of Francis in a contemporary light.

The campaign is built around four thematic pillars that illustrate the city's multiple facets:

• Art – curated visits and routes through Franciscan sites and museums.
• Music & Performances – a summer programme of live events and cultural festivals.
• Nature – promotion of surrounding landscapes and natural itineraries.
• Walks – enhancement of devotional routes and slow‑travel paths.

Creative direction is by Raffaele Balducci, produced by Salt & Pepper. The campaign is multichannel, planned for web, social networks and outdoor placements in major Italian cities and key Umbrian hubs. It is part of the "Vivi Assisi. Valorizzazione dei luoghi francescani" project, promoted by the Municipality with support from the Ministry of Tourism.