Viaticus: rethinking communication for historic villages

From 24 to 26 May 2026 the medieval village of Massa Martana will host Viaticus, the first Italian festival devoted to small-scale tourism and the promotion of inner areas. The initiative aims to turn tourism communication into a tool for community building, sustainable economy and the enhancement of local identities.

Goals and structure

Organized by the Municipality of Massa Martana within a PNRR-funded programme for the attractiveness of historic villages, the festival connects institutions, cultural operators, tourism professionals and local communities. Activities emphasize the cultural and landscape assets of the Monti Martani area through public events, training sessions and immersive routes.

Main programme

• 24 May – Monte Cerchio experience: an immersive walk combining contemporary art, music and archaeology. Site-specific installations and performances by local artists will transform the trail into an open-air gallery, ending with a woodland tasting of local products.
• 25 May – Opening day in Piazza Umberto I: panels and workshops inspired by ancient stationes. Key topics include destination ecosystems, pilgrimage routes, olive-oil tourism, cycle tourism and wine tourism. Tasting booths of Umbrian wines, DOP olive oil and local cheeses will operate throughout the day, followed by the award ceremony for the first Viaticus Competition on communication of small-scale tourism.
• 26 May – Experiential tour through archaeology and local productions: visits to Vicus ad Martis, Ponte Fonnaia and the Catacomb of Villa San Faustino, with stops at nearby farms for tastings and meetings with producers.

Why attend

Viaticus is designed for tourism professionals, local administrators, communicators and residents interested in practical approaches to valorising historic villages. It offers training, networking and promotional opportunities while emphasizing participatory storytelling and sustainable practices for small communities.

Practical information

• When: 24–26 May 2026
• Where: Massa Martana (PG), main squares and venues in the historic centre and surrounding sites (Monte Cerchio and archaeological areas)
• Participation: some events are open to the public, others require booking; tasting booths and guided visits will be available.

With its debut edition, Viaticus aims to establish itself as a national reference point for contemporary narratives about Italy's villages, centring on authenticity, relationships and community engagement.