On November 29, 2025, at the Teatro degli Illuminati in Città di Castello, UMBRE Best Experience 2025 told a change of pace: hospitality as culture, project and concrete responsibility.
Talking about accessible tourism does not mean addressing a “separate category.” It means talking about the right to mobility, cultural participation, and real possibilities. It means choosing dignity instead of exceptions.
For too long tourism has been told as a privilege: not only economic, but also physical, sensory, cognitive. Thus, often unintentionally, an offer has been constructed that includes many and leaves many others out. And when an area does not guarantee accessibility, it does not just “lose visitors”: it reduces the value of the experience it offers. A place is truly welcoming when it is designed to be experienced by different people, at different times and in different ways.
An event that marks a change of pace
The UMBRE Best Experience 2025 awards ceremony clearly showed that something is changing: operators, institutions and professionals shared an idea of tourism capable of holding together beauty, territory and responsibility. Opening the evening was a piano performance by Maestro Maurizio Mastrini, in a context that enhanced authentic and innovative experiences.
Guests and Commission
Among the guests: Ferdinando De Giorgi and Giuliano Bergamaschi. The evaluation was entrusted to a committee chaired by Valentina Tomirotti, with jurors Jacopo Cossater, Veruska Picchiarelli, Aimone Romizi and Nicoletta Sarti.
World4All: from idea to concrete transformation
The meeting, moderated by ESG89 CEO & Founder Giovanni Giorgetti, was also a direct discussion on a key point: accessible tourism as a new market standard. On stage: Marco Bottardi, Marvin Milanese and Valentina Tomirotti (President of Pepitosa in Carriage) herself. During the dialogue we reiterated our vision: accessibility is not an “extra,” but a value to be measured, designed and made everyday. This is what we are building with a rigorous and replicable model that combines technical mapping, training and digital platform. A path that grows also thanks to the dialogue with the institutions present: Stefania Proietti, Luca Secondi, Letizia Guerri and Paolo Giuntarelli.
A present responsibility
UMBRE has demonstrated one simple and powerful thing: change is already underway. With dialogue, training, design choices and collaboration between those who live the area and those who make it visitable, tourism can become truly inclusive. The journey has begun. And its value will depend on the ability to make it stable, concrete and everyday. Because truly accessible tourism is not a future goal: it is a present responsibility. And we are building it together.
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