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AI Observatory · Italian tourism

Italy/Cities/Puglia

Cities · Puglia

01The places

Most named places in Puglia

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. 1Leccetown96%±——
  2. 3Polignano a Maretown88%±——
  3. 4Ostunitown86%±——
  4. 7Otrantotown68%±——
  5. 14Peschicitown18%±——

Hotels measured inAlberobelloBariCisterninoGallipoliLecceLocorotondoMartina FrancaMonopoliTarantoTraniVieste

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
Lecce 96% ±— —100%100%100%80%100%
Alberobello 92% ±— —100%100%100%60%100%
Polignano a Mare 88% ±— —100%70%100%70%100%
Ostuni 86% ±— —100%100%100%60%70%
Bari 84% ±— —100%70%80%90%80%
Monopoli 76% ±— —100%50%80%70%80%
Otranto 68% ±— —100%0%80%80%80%
Gallipoli 66% ±— —80%10%70%80%90%
Locorotondo 38% ±— —40%0%50%40%60%
Trani 36% ±— —10%0%40%80%50%
02Who tells the story

Who tells this destination's story

Every time AI answers about Puglia 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

  • DMO5%
  • Hotel1%
  • OTA19%
  • Other sources75%

Other sources, 75%: 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 blogs14%Adventurous Kate · Never Ending Voyage · Tinazzi
  • Maps and apps13%Google Maps
  • Newspapers and magazines11%10cose · Corriere della Sera · Italien.news
  • Institutions and associations8%Ministero della Cultura · Ministero della Cultura · Castello Carlo V Lecce
  • Transport and services7%Itabus · Le Comari di Puglia · WeRoad
  • Guidebooks and encyclopedias6%Lonely Planet · Lonely Planet Italia
  • Attractions and activities6%Basilica di Santa Croce (Lecce) · Castello Aragonese Taranto · Basilica Pontificia San Nicola
  • Private tourism portals5%visit.puglia.it · TourPuglia · Turismo.Puglia.it
  • Social and video4%Facebook · YouTube · Instagram
  • Unclassified2%Roma Casal Bertone · Welcome to Puglia
  • Real estate and holiday homes<1%

DMO by DMO, engine by engine

Across the category questions in Puglia, 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 national26% ±— —56%0%18%6%52%
Comune di Taranto municipal2% ±— —4%8%0%0%0%
Comune di Monopoli municipal2% ±— —0%8%0%0%0%
Visit Lecce municipal1% ±— —6%0%0%0%0%
Comune di Bari municipal<1% ±— —2%0%0%0%0%
Comune di Lecce municipal<1% ±— —2%0%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
31%
of answers cite at least one DMO ±—
Hotel
7%
of answers cite a hotel's own site ±—
OTA
38%
of answers cite an OTA ±—
Other sources
86%
of answers cite guides, media, blogs ±—

out of 650 answers

Engine by engine

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

DMOHotel
ChatGPT62%0%Copilot16%0%Gemini18%22%Grok6%0%Perplexity52%12%

For comparison: OTAs

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

  1. 1Tripadvisor20%±——
  2. 2Civitatis12%±——
  3. 3Expedia9%±——
  4. 4Google Hotels7%±——
  5. 5Viator7%±——
  6. 6Go Ask A Local6%±——
  7. 7GetYourGuide6%±——
  8. 8Winalist3%±——
04The questions

The questions · Puglia

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 Puglia?

Search: cities in puglia · 37,400 Google searches a year

  1. 1Alberobello92%
  2. 2Lecce92%
  3. 3Polignano a Mare92%

DMO 40%Hotel 0%

IT

quali sono le città da visitare in Puglia?

Search: città puglia · 64,400 Google searches a year

  1. 1Bari100%
  2. 2Lecce100%
  3. 3Alberobello92%

DMO 20%Hotel 8%

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 Puglia?»

ChatGPT · gpt-5-6

Puglia has a great mix of baroque cities, whitewashed hill towns, Adriatic fishing villages, and beaches. For a first trip, I’d look at these:

Place Best for How long
Lecce Baroque architecture, food, evening atmosphere 1-2 nights
Ostuni Whitewashed old town, romantic atmosphere 1 night
Monopoli Charming old town + beaches 1-2 nights
Polignano a Mare Dramatic cliffs, sea views, iconic beach ½-1 day
Alberobello Trulli houses, quintessential Puglia ½-1 day
Bari Old town, food, convenient transport 1-2 nights
Otranto Beaches, historic center, Adriatic coast 1-2 nights
Gallipoli Beaches + historic island center 1 day
Locorotondo Beautiful small hill town, Valle d’Itria ½-1 day
Vieste Beaches, cliffs, nature 2+ nights

The ones I'd prioritize

1. Lecce - If you like architecture and restaurants
The historic center is packed with ornate Baroque buildings, churches and Roman remains. It's also a particularly useful base for exploring Salento.

2. Ostuni - For the classic Puglia look
The Città Bianca is built around a hilltop historic center of whitewashed buildings and winding lanes. It's especially atmospheric around sunset.

3. Monopoli - For a combination of town + sea
A lovely historic port, with narrow streets, old churches, defensive walls and beaches/coves nearby. It's also a practical base for exploring the central coast.

4. Polignano a Mare - For scenery
This is the postcard Puglia: an old town perched above the Adriatic, with the famous Lama Monachile cove directly below it. It's spectacular, though relatively small.

5. Alberobello - For something you won't see elsewhere
The town's distinctive trulli-stone buildings with conical roofs-are the main attraction. It's one of the most recognizable places in Puglia and is particularly easy to combine with Ostuni and the other Valle d'Itria towns.

6. Bari - For food, urban atmosphere and convenience
Bari Vecchia has narrow medieval streets, the Basilica of San Nicola, the cathedral and Norman-Swabian Castle. Bari is also one of the region's main transport hubs, making it useful if you don't want to rent a car.

If you have 7 days

I'd structure it roughly as:

Bari → Polignano → Monopoli → Alberobello/Locorotondo → Ostuni → Lecce → Otranto

That gives you a good balance of cities + villages + architecture + coastline, rather than spending the whole trip moving between similar beach towns. Current travel guides also group these naturally into the central Adriatic, Valle d'Itria and Salento areas.

One important distinction: Alberobello, Polignano and Ostuni are often called "cities" casually, but they're really towns/small historic settlements. That's actually part of what makes Puglia special.

If you tell me how many days you're going, whether you'll have a car, and whether you care more about beaches, food, nightlife, or charming towns, I can map out the ideal Puglia itinerary.

Cited sourcesTurismo.Puglia.itWelcome to Puglia+ 1 other sources

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