The patron of Urbisaglia is Saint George, celebrated on 23 April.
In April 1893 the effigy of the Sacred Heart, deeply venerated by the people of Urbisaglia, was carried in procession to pray for rain after a long drought. The prayer was answered and, ever since, a votive feast has been celebrated every 28 April. The town holds the Roman Amphitheatre of Urbs Salvia, the Archaeological Park and the State Archaeological Museum, as well as the Church of San Lorenzo Martire.
