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AI Observatory · Italian tourism

Italy/The region in general/Calabria

The region in general · Calabria

01The places

Most named places in Calabria

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. 1Tropeatown95%±——
  2. 3Reggio di Calabriatown83%±——
  3. 5La Silaarea76%±——
  4. 6Geracetown50%±——
  5. 8Monte Pollinomountain39%±——
  6. 9Aspromontearea38%±——
  7. 10Costa degli Deiarea28%±——
  8. 12Pizzo Calabrocity22%±——
  9. 13Le Castellaresort21%±——

Hotels measured inCapo VaticanoDiamantePizzoScillaSoveratoStilo

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
Tropea 95% ±— —100%86%97%94%100%
Scilla 85% ±— —100%54%86%97%86%
Reggio di Calabria 83% ±— —80%71%91%77%97%
Capo Vaticano 77% ±— —89%51%66%91%86%
La Sila 76% ±— —74%89%74%83%60%
Gerace 50% ±— —63%43%26%66%54%
Pizzo 50% ±— —89%17%29%69%46%
Monte Pollino 39% ±— —14%20%40%66%57%
Aspromonte 38% ±— —37%29%11%69%43%
Costa degli Dei 28% ±— —23%9%31%40%37%
02Who tells the story

Who tells this destination's story

Every time AI answers about Calabria 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

  • DMO16%
  • Hotel<1%
  • OTA17%
  • Other sources67%

Other sources, 67%: 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 blogs18%Along Dusty Roads · Things Nomads Do · The Sandy Feet
  • Newspapers and magazines10%Corriere della Sera · Vanity Fair · Best of Calabria
  • Social and video8%YouTube · Reddit
  • Private tourism portals6%Visit Italy · Road Calabria · Calabria .travel
  • Unclassified6%Calabria Notizie · Calabria nell'Anima · Visit Sila
  • Transport and services6%Alpitour · My Bella Vita Travel · GB Viaggi
  • Maps and apps5%Google Maps
  • Guidebooks and encyclopedias3%Touring Club Italiano · Lonely Planet Italia · Lonely Planet
  • Attractions and activities3%Santuario Santa Maria dell'Isola di Tropea · InCalabria · Grotta del Romito
  • Institutions and associations<1%FAI - Fondo Ambiente Italiano
  • Real estate and holiday homes<1%

DMO by DMO, engine by engine

Across the category questions in Calabria, 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 national46% ±— —94%0%63%3%69%
Calabria Straordinaria regional17% ±— —3%6%31%9%37%
Comune di Reggio Calabria – Turismo municipal15% ±— —46%29%0%0%0%
Parco Nazionale della Sila park authority7% ±— —0%37%0%0%0%
ENIT national2% ±— —11%0%0%0%0%
Comune di Gerace municipal1% ±— —6%0%0%0%0%
Comune di Scilla municipal1% ±— —6%0%0%0%0%
Regione Calabria regional<1% ±— —3%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
59%
of answers cite at least one DMO ±—
Hotel
4%
of answers cite a hotel's own site ±—
OTA
39%
of answers cite an OTA ±—
Other sources
75%
of answers cite guides, media, blogs ±—

out of 175 answers

Engine by engine

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

DMOHotel
ChatGPT100%0%Copilot43%3%Gemini71%14%Grok11%0%Perplexity69%3%

For comparison: OTAs

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

  1. 1Tripadvisor22%±——
  2. 2Winalist19%±——
  3. 3Skyscanner11%±——
  4. 4Viator6%±——
  5. 5Holidu3%±——
  6. 6Expedia2%±——
  7. 7Freedome2%±——
  8. 8GetYourGuide1%±——
04The questions

The questions · Calabria

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 to do in Calabria?

Search: things to do in calabria · 10,860 Google searches a year

  1. 1Capo Vaticano96%
  2. 2La Sila96%
  3. 3Tropea96%

DMO 72%Hotel 4%

EN

what to see in Calabria?

Search: calabria places to visit · 10,740 Google searches a year

  1. 1Reggio di Calabria96%
  2. 2Tropea96%
  3. 3La Sila92%

DMO 80%Hotel 4%

EN

where to go for a weekend in Calabria?

Search: calabria weekend · 5,300 Google searches a year

  1. 1Tropea96%
  2. 2Scilla80%
  3. 3Capo Vaticano72%

DMO 72%Hotel 0%

IT

cosa vedere in Calabria?

Search: cosa vedere in calabria · 45,800 Google searches a year

  1. 1La Sila100%
  2. 2Tropea96%
  3. 3Reggio di Calabria88%

DMO 64%Hotel 0%

IT

dove andare per un weekend in Calabria?

Search: weekend in calabria · 5,180 Google searches a year

  1. 1Tropea100%
  2. 2Scilla88%
  3. 3Reggio di Calabria64%

DMO 36%Hotel 4%

IT

cosa fare in Calabria?

Search: cosa fare in calabria · 4,410 Google searches a year

  1. 1Tropea88%
  2. 2Reggio di Calabria84%
  3. 3Scilla84%

DMO 64%Hotel 16%

IT

qual è il miglior itinerario per un viaggio in Calabria?

Search: tour calabria · 4,260 Google searches a year

  1. 1Scilla100%
  2. 2Tropea96%
  3. 3Reggio di Calabria92%

DMO 24%Hotel 0%

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 to do in Calabria?»

ChatGPT · gpt-5-6

Calabria is best for sea, villages, food, and wild landscapes. Highlights:

  • Tropea & Capo Vaticano - dramatic cliffs, turquoise water, beaches, sunset views, and the famous red onion.
  • Scilla & Chianalea - a fishing village where houses sit right on the water; try swordfish dishes.
  • Reggio Calabria - visit the National Archaeological Museum of Reggio Calabria for the Riace Bronzes and walk the seafront.
  • Pizzo - explore the old town, Piedigrotta Church, and eat tartufo ice cream.
  • Diamante - wander streets covered with murals and eat spicy Calabrian food, including ’nduja.
  • Sila National Park - forests, lakes, hiking, and mountain scenery.
  • Gerace, Stilo, and inland villages - medieval hill towns with Byzantine and Norman heritage.
  • Eat local specialties: ’nduja, fileja pasta, pecorino, bergamot products, swordfish, and gelato in Pizzo.

For a first trip, a good route is Tropea → Pizzo → Scilla → Reggio Calabria → Sila, with a few beach days mixed in.

Cited sourcesItalia.itBest of Calabria

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