It happened again, with a wide, international, passionate participation. The awards ceremony for Raccontami l’Umbria -Stories on Umbria, held on Saturday 12 April in a packed Sala delle Colonne of Palazzo Graziani, focused on the best narratives of the region created by world-famous journalists, videomakers and bloggers. A consolidated event – in its fifteenth edition – organized by the Umbria Chamber of Commerce and included in the official program of the International Journalism Festival.
The competition saw candidatures from three continents, written in four languages (English, French, Spanish, German), confirming the constantly growing international interest in Umbria as a destination to discover, experience and talk about. “Never before has the Award received such full recognition at a global level,” said Giorgio Mencaroni, president of the Umbria Chamber of Commerce. “It is proof that Umbria knows how to speak to the world and be talked about by the best international journalists.” An award that not only celebrates journalistic quality, but also the narrative strength of a region capable of inspiring travel articles, food and drink reviews, environmental documentaries and experiential stories that go beyond tourist clichés.
Voices from around the world, views of Umbria
In the Tourism, Environment and Culture section, the award went to William Cook, an Anglo-German journalist for the Daily Telegraph, for an article that describes Umbria as the perfect refuge for those seeking authenticity and off-the-beaten-path places: “The Italian escape for people who can’t stand package holidays”. A careful and ironic story, in which Umbria stands out as a credible alternative to standardized tourism.
For the Umbria del Gusto section, Rosa Molinero Trias of El País prevailed, with a passionate reportage on Umbrian pork butchers, capable of passing on with ancient gestures a food culture rooted in the land and in memory.
These two contributions demonstrate how the international press is increasingly interested in exploring Umbria in its less obvious, deeper dimension.
The power of video: images that speak
On the video front, the Roman director Daniele Cini, already awarded a prize in 2022, won the recognition for large productions with “Le mani di Gubbio”, broadcast on Rai3 – Geo. The documentary shows the artisanal and human Umbria, made of hands that still know how to create, shape, build a collective identity.
In the small independent productions section, the winner was Stephanie Lin, a young Californian videomaker who chose YouTube to tell the story of the region with a fresh, empathetic, almost intimate look. A work capable of attracting new generations of travelers and readers.
The Jury Prize, among the most coveted, was awarded to the German Torsten Schäfer, a well-known travel blogger and environmentalist, for a video-story by bicycle along the Spoleto-Norcia route. An example of sustainable and accessible narration, in line with the new forms of slow tourism that are gaining ground in Europe.
Emerging generations, new visions
Particular attention was paid to young storytellers. The Journalism Schools Award went to Teresa Fallavollita, Federico Cristiani and Luca Capponi, students of the RAI School of Radio and Television Journalism in Perugia, for a report on integration in Umbria, produced with sensitivity and professional rigor.
There was also great curiosity for the new Award reserved for Umbrian high schools, won by three students of the ITT Allievi-Sangallo in Terni, authors of a project that enhances the “giant benches” as a tourist and symbolic observation point. A creative way to promote local places and identities with simple but highly communicative tools.
Special mentions between food and wine, environment and transport
> to the Lombard journalist Annalisa Cavaleri, for a reportage that tells of the behind the scenes of the Michelin Guides
> to Gustav Hofer (Deutsche Welle), for an engaging report on the world of truffles
> to the YouTubers Mirko Perniola and Federico Grammatica, for the documentary “Il minimetrò di Perugia”, a successful example of digital communication of a symbolic infrastructure.
The 2025 Jury was chaired by Bruno Gambacorta, a well-known television journalist and creator and manager of “TG2 Eat Parade”, supported by the President and the Secretary General of the Umbria Chamber of Commerce, Giorgio Mencaroni and Federico Sisti, by the head of the Press and Communication sector of the Chamber of Commerce, Paola Buonomo, by the press officer of the Chamber of Commerce, Giuseppe Castellini, by the journalists Federico Fioravanti, Chiara Giorleo, Gioacchino Castiglione and by Donatella Binaglia, representing the OdG Umbria of which she is also vice-president.
A story in progress
“Every year Stories on Umbria is renewed – said Gambacorta – and this edition is among the richest and most international ever.” The competition demonstrates how the narration of local reality can reach a global dimension when supported by quality content, far-sighted promotional strategies and a broad cultural vision.
Umbria is not just a backdrop; it is the protagonist. And journalism, even the most innovative, continues to choose it to enthuse on beauty, authenticity, human relationships and sustainability. In a word, to talk about the future.
Photo credit: Umbria Chamber of Commerce