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Multimedia materials represent a promising approach to the promotion of geoheritage. Despite geology being normally associated with natural environments, new tendencies are noted towards better knowledge of the “geological reason” for the selection of a location and the development of urban settlements. The urban environment is, in fact, a perfect laboratory for opening the scientific topics to a broad audience. In this paper, the experience of a geological exhibition organized in the city of Perugia (Umbria, central Italy) is discussed, highlighting the SECRET (SEe and CREaTe) for creating an effective dissemination activity. Panels, interactive tools, laboratories, and trekking tours outside the museum are the main activities, which hosted more than eight thousand visitors in a few months. Moreover, the exhibition was the starting point for ongoing projects on geotourism in the city, with important consequences in terms of visibility and financial return.

“Perugia Upside-Down”: A Multimedia Exhibition in Umbria (Central Italy) for Improving Geoheritage and Geotourism in Urban Areas