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AI Observatory · Italian tourism

Italy/Cities/Lazio

Cities · Lazio

01The places

Most named places in Lazio

From the region's comparison questions: how many answers propose each place as a destination. Places named only as a reference ("near Florence") do not count. The arrow marks places where we also measure hotels.

  1. 1Tivolitown98%±——
  2. 2Viterbotown96%±——
  3. 3Gaetatown80%±——
  4. 5Sperlongatown74%±——
  5. 6Tarquiniatown64%±——
  6. 9Anagnitown38%±——
  7. 12Frascatitown28%±——
  8. 13Rietitown24%±——
  9. 14Ostia Anticaresort16%±——

Hotels measured inBraccianoCaprarolaCastel GandolfoCivita di BagnoregioRomaSubiacoViterbo

Engine by engine

The top ten places: in how many answers each engine suggests them. Percentages don't add up to 100: each one says in how many answers that item appears, and one answer names more than one.

PlaceAll enginesChatGPTCopilotGeminiGrokPerplexity
Tivoli 98% ±— —100%100%100%90%100%
Viterbo 96% ±— —100%100%100%80%100%
Gaeta 80% ±— —90%60%90%80%80%
Roma 78% ±— —80%100%70%100%40%
Sperlonga 74% ±— —80%50%90%80%70%
Tarquinia 64% ±— —100%60%40%80%40%
Civita di Bagnoregio 56% ±— —50%20%80%60%70%
Castel Gandolfo 42% ±— —0%0%70%80%60%
Anagni 38% ±— —60%20%30%70%10%
Bracciano 32% ±— —0%0%60%80%20%
02Who tells the story

Who tells this destination's story

Every time AI answers about Lazio it cites sources. When it cites a middleman instead of the official site, the destination is told by those who profit from it.

Out of 100 cited sources

  • DMO14%
  • Hotel1%
  • OTA15%
  • Other sources70%

Other sources, 70%: 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.

  • Newspapers and magazines17%The Wom · Corriere della Sera · 10cose
  • Travel blogs15%Consigli Viaggio by Kenzo · My Adventures Across The World · Italy Review
  • Transport and services10%Archeoares · Italo · Tesori di Etruria
  • Maps and apps10%Google Maps · VoiceMap
  • Institutions and associations6%Ministero della Cultura · Parco archeologico del Colosseo
  • Social and video4%Facebook · YouTube
  • Guidebooks and encyclopedias3%Wikivoyage · Wikipedia
  • Attractions and activities2%Ombre Festival · Cascate di Monte Gelato · Castello Torre Alfina
  • Unclassified1%fontanaditrevi.roma.it
  • Private tourism portals1%
  • Real estate and holiday homes<1%

DMO by DMO, engine by engine

Across the category questions in Lazio, except those about hotels: in how many answers AI cites a DMO site as a source. The first row is the DMO covering the region most.

DMOAll enginesChatGPTCopilotGeminiGrokPerplexity
Italia.it national35% ±— —87%0%20%0%67%
Visit Lazio regional16% ±— —60%0%20%0%0%
Turismo Roma municipal12% ±— —47%13%0%0%0%
Comune di Viterbo municipal9% ±— —13%33%0%0%0%
03The sources

How many answers include DMOs and hotels

Across the category questions in the region, except those about hotels: the share of answers citing at least one DMO, and the share citing a hotel's website.

DMO
50%
of answers cite at least one DMO ±—
Hotel
7%
of answers cite a hotel's own site ±—
OTA
34%
of answers cite an OTA ±—
Other sources
71%
of answers cite guides, media, blogs ±—

out of 400 answers

Engine by engine

How many answers of each engine cite a DMO and a hotel's own site.

DMOHotel
ChatGPT100%3%Copilot47%0%Gemini37%0%Grok0%0%Perplexity67%30%

For comparison: OTAs

The intermediaries AI cites instead of DMOs and hotels: Booking, Tripadvisor, Expedia, Google Hotels.

  1. 1Tripadvisor14%±——
  2. 2Agoda9%±——
  3. 3Google Hotels7%±——
  4. 4Viator7%±——
  5. 5Skyscanner6%±——
  6. 6AnitaVillas5%±——
  7. 7GetYourGuide4%±——
  8. 8Evendo3%±——
04The questions

The questions · Lazio

The questions we ask every month, each backed by a real Google search. Under each: the places AI names most, and how many answers cite a DMO or a hotel's website.

EN

what are the best cities to visit in Lazio?

Search: cities in lazio · 11,380 Google searches a year

  1. 1Tivoli100%
  2. 2Viterbo100%
  3. 3Sperlonga96%

DMO 60%Hotel 0%

IT

quali sono le città da visitare nel Lazio?

Search: città lazio · 25,200 Google searches a year

  1. 1Tivoli96%
  2. 2Viterbo92%
  3. 3Tarquinia76%

DMO 48%Hotel 4%

05The answers

What AI answers, in full

One question, and each engine's answer on the first of the 5 runs. Highlighted names are the ones we count; below the text, the cited sources.

We asked

«what are the best cities to visit in Lazio?»

ChatGPT · gpt-5-6

If you’re exploring Lazio beyond Rome, I’d put these on your shortlist:

  • Rome - Ancient history, art, food, Vatican City, and endless neighborhoods to explore.
  • Tivoli - Famous for Villa d’Este, Villa Adriana, and beautiful gardens; excellent day trip from Rome.
  • Viterbo - Atmospheric medieval center, papal history, and thermal baths.
  • Sperlonga - Gorgeous whitewashed seaside village with beaches and Roman archaeological sites.
  • Gaeta - Medieval old town, beaches, dramatic coastline, and Monte Orlando.
  • Civita di Bagnoregio - Tiny, spectacular hilltop village reached by a pedestrian bridge.
  • Tarquinia - Particularly worthwhile for Etruscan history and archaeological sites.

For a first trip: Rome + Tivoli + Viterbo gives you the greatest variety; add Sperlonga/Gaeta if you want the coast.

Cited sourcesLazio In VacanzaItalia.it

The engine's original text, without links. Other runs of the same question may answer differently: that is why we run it 5 times.