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AI Observatory · Italian tourism

Wave of July 1, 2026

Who tells Italy's story when AI answers.

2,473 questions · 5 engines · 5 runs on the same day · 61,825 answers

Italy

DMO
47%
of answers cite at least one DMO ±—
Hotel
11%
of answers cite a hotel's own site ±—
OTA
34%
of answers cite an OTA ±—
Other sources
74%
of answers cite guides, media, blogs ±—

out of 61,825 answers

Out of 100 cited sources

  • DMO12%
  • Hotel2%
  • OTA12%
  • Other sources74%

Other sources, 74%: of which

Item by item, out of all cited sources: together they add up to the other sources' share. Next to each, the most cited sites.

  • Travel blogs15%Villages Italy · Lorenzo Taccioli · Souvenir di Viaggio
  • Maps and apps13%Google Maps · Komoot · Wanderlog
  • Newspapers and magazines13%Idealista · Corriere della Sera · Travel365
  • Private tourism portals9%Visit Italy · Italia-Italy.org · Toscana.info
  • Social and video6%YouTube · Facebook · Instagram
  • Transport and services5%Telepass - Moveo · Spiagge.it · Italo
  • Attractions and activities3%
  • Guidebooks and encyclopedias3%Touring Club Italiano · Wikipedia · Lonely Planet
  • Unclassified2%
  • Institutions and associations2%Ministero della Cultura · I Borghi più belli d'Italia
  • Real estate and holiday homes<1%
  • Hotel listings<1%

Category by category

1ª2ª3ª
SeaSardegna 82%Sardegna TurismoSicilia 79%Italia.itCampania 78%Italia.it
MountainsVeneto 88%Italia.itAbruzzo 82%Italia.itValle d'Aosta 72%Love VdA
LakesLombardia 99%Italia.itPiemonte 75%Italia.itTrentino-Alto Adige 64%Visit Trentino
VillagesToscana 89%Visit TuscanyLazio 72%Visit LazioPuglia 65%Italia.it
CitiesToscana 99%Visit TuscanyVeneto 98%Italia.itLazio 92%Italia.it
SnowTrentino-Alto Adige 100%Visit TrentinoValle d'Aosta 92%Love VdAVeneto 85%Italia.it
The region in generalToscana 94%Visit TuscanyVeneto 92%Italia.itLazio 87%Italia.it

Method in short

Every month we ask the same set of travel questions to AI engines with web search: ChatGPT, Perplexity, Copilot, Grok and Gemini.

Each question is asked 5 times on the same day on every engine. The 5 answers become a single value, so model randomness is not mistaken for change.

For every answer we look at two things: who is named (destinations, hotels) and who is the source (the links cited), split into DMO, Hotel, OTA and Other.

Every month rankings are compared with the previous month's, on shared questions only: the ± next to each number is that change.

The full method