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AI Observatory · Italian tourism

Italy/The region in general/Campania

The region in general · Campania

01The places

Most named places in Campania

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. 2Amalfi Coastarea85%±——
  2. 3Isola d'Ischiaisland83%±——
  3. 4Isola di Capriisland82%±——
  4. 5Pompeitown80%±——
  5. 6Amalfitown69%±——
  6. 10Paestumcity64%±——
  7. 11Vesuvio National Parkarea54%±——
  8. 13Ercolanotown52%±——

Hotels measured inBeneventoCilentoNapoliPositanoProcidaRavelloSorrento

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
Napoli 94% ±— —95%80%95%100%100%
Amalfi Coast 85% ±— —90%100%85%70%80%
Isola d'Ischia 83% ±— —95%35%95%95%95%
Isola di Capri 82% ±— —80%45%85%100%100%
Pompei 80% ±— —70%50%95%100%85%
Amalfi 69% ±— —45%45%100%85%70%
Positano 67% ±— —35%45%100%85%70%
Procida 65% ±— —70%20%80%100%55%
Ravello 65% ±— —40%45%85%80%75%
Paestum 64% ±— —65%25%55%95%80%
02Who tells the story

Who tells this destination's story

Every time AI answers about Campania 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

  • DMO10%
  • Hotel0%
  • OTA17%
  • Other sources73%

Other sources, 73%: 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 magazines15%Travel365 · Corriere della Sera · National Geographic
  • Maps and apps14%Google Maps
  • Transport and services11%Arche' Travel · Casa Mia Tours · Area Sosta
  • Guidebooks and encyclopedias7%Lonely Planet · Unicusano
  • Private tourism portals6%Campania.info · La Mia Campania · Agriturismo.it
  • Travel blogs6%Visit Campania · I Weekendieri · In 3 Giorni
  • Social and video6%YouTube · Facebook
  • Institutions and associations4%Ministero della Cultura · Parco Regionale del Matese · Punta Campanella
  • Attractions and activities3%Parco Archeologico di Pompei · Reggia di Caserta Unofficial · Padula Sistema Museo
  • Unclassified3%Visit Campania · Hoteis.com

DMO by DMO, engine by engine

Across the category questions in Campania, 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 national55% ±— —100%0%70%5%100%
Parco Nazionale del Vesuvio park authority5% ±— —0%25%0%0%0%
Comune di Benevento municipal4% ±— —0%20%0%0%0%
Provincia di Benevento area-wide3% ±— —0%15%0%0%0%
ENIT national1% ±— —5%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
64%
of answers cite at least one DMO ±—
Hotel
0%
of answers cite a hotel's own site
OTA
34%
of answers cite an OTA ±—
Other sources
68%
of answers cite guides, media, blogs ±—

out of 100 answers

Engine by engine

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

DMOHotel
ChatGPT100%0%Copilot45%0%Gemini70%0%Grok5%0%Perplexity100%0%

For comparison: OTAs

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

  1. 1Viator30%±——
  2. 2Tripadvisor21%±——
  3. 3Expedia11%±——
  4. 4Winalist10%±——
  5. 5GetYourGuide9%±——
  6. 6Hotels.com5%±——
  7. 7Skyscanner3%±——
  8. 7TourRadar3%±——
04The questions

The questions · Campania

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 Campania?

Search: things to do in campania · 1,640 Google searches a year

  1. 1Napoli100%
  2. 2Amalfi Coast96%
  3. 3Vesuvio National Park92%

DMO 72%Hotel 0%

IT

cosa vedere in Campania?

Search: cosa vedere in campania · 14,140 Google searches a year

  1. 1Napoli88%
  2. 2Ercolano84%
  3. 3Isola di Capri84%

DMO 76%Hotel 0%

IT

dove andare per un weekend in Campania?

Search: weekend campania · 5,700 Google searches a year

  1. 1Napoli92%
  2. 2Isola d'Ischia80%
  3. 3Amalfi Coast76%

DMO 44%Hotel 0%

IT

cosa fare in Campania?

Search: cosa fare in campania · 3,210 Google searches a year

  1. 1Isola di Capri100%
  2. 2Isola d'Ischia96%
  3. 3Napoli96%

DMO 64%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 Campania?»

ChatGPT · gpt-5-6


Campania is fantastic if you like food, archaeology, dramatic coastline, islands, and lively cities. The region is much more than just the Amalfi Coast.

🌋 The essentials

  • Naples - Spend at least a day wandering the historic center, eating pizza, visiting churches and museums, and walking the waterfront. The historic center is a UNESCO World Heritage site.
  • Pompeii - One of the region's essential experiences: explore the ancient city buried by Vesuvius in AD 79. Archaeological Park of Pompeii
  • Herculaneum - A smaller archaeological site than Pompeii, but exceptionally well preserved. Archaeological Park of Herculaneum
  • Mount Vesuvius - Hike around the crater and look across the Bay of Naples. Vesuvius National Park
  • Amalfi Coast - Explore Positano, Amalfi, Ravello and Vietri sul Mare. The coastline is a UNESCO World Heritage landscape.
  • Capri - Take a boat over for spectacular scenery, the Faraglioni, Anacapri and Monte Solaro.
  • Sorrento - A great base for the coast, Capri and Pompeii, with beautiful views and plenty of lemon-themed food and drink.
  • Caserta - Visit the enormous Royal Palace of Caserta and its gardens, one of Campania's major UNESCO attractions. Royal Palace of Caserta
  • Paestum - Go south for extraordinarily well-preserved Greek temples; it's particularly worthwhile if you enjoy ancient history.
  • Cilento - For a quieter side of Campania, explore the national park, beaches and small coastal villages.

🥾 If you like outdoor activities

The Path of the Gods above the Amalfi Coast is one of the classic hikes, with huge views over the coastline.

You can also explore Punta Campanella, beaches around the Sorrento Peninsula, or the countryside of Cilento.

🍕 And definitely eat

Try Neapolitan pizza, sfogliatella, pasta with local seafood, mozzarella di bufala, limoncello and the region's excellent wines. Campania's food is a major part of the experience.

🗓️ A good 5-day first trip

Day 1: Naples
Day 2: Pompeii + Vesuvius
Day 3: Sorrento + Positano
Day 4: Amalfi + Ravello
Day 5: Capri

If you have 7-10 days, I'd add Caserta, Paestum and Cilento rather than trying to squeeze more into the Amalfi Coast. Campania's attractions range from ancient archaeological sites to beaches, islands and mountain landscapes.

If you tell me how many days you have and whether you're driving, I can lay out a practical Campania itinerary with where to stay and how to get between each place.

The map cards ChatGPT shows
Name Score Category Address Phone
Archaeological Park of Pompeii ⭐ 4.7/5 (86779) Tourist attraction 80045 Pompei NA, Italy +390818575347
Archaeological Park of Herculaneum ⭐ 4.8/5 (16233) Tourist attraction Corso Resina, 187, 80056 Ercolano NA, Italy +390810106490
Vesuvius National Park ⭐ 4.4/5 (39096) Tourist attraction Sentiero del Gran Cono, 80056 Ercolano NA, Italy +390818653911
Royal Palace of Caserta ⭐ 4.6/5 (57305) Tourist attraction Piazza Carlo di Borbone, 81100 Caserta CE, Italy +390823448084

Cited sourcesItalia.itLonely PlanetVisit Campania

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