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AI Observatory · Italian tourism

Italy/The region in general/Emilia-Romagna

The region in general · Emilia-Romagna

01The places

Most named places in Emilia-Romagna

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. 2Ravennatown91%±——
  2. 12Delta del Poarea26%±——
  3. 13Riviera Romagnolaarea22%±——
  4. 15Maranellotown19%±——

Hotels measured inBolognaBrisighellaCastell'ArquatoCesenaticoDozzaFerraraModenaParmaRiccioneRiminiSan Leo

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
Bologna 98% ±— —100%92%100%96%100%
Ravenna 91% ±— —100%84%100%96%76%
Modena 90% ±— —100%68%88%96%100%
Parma 90% ±— —100%76%80%96%96%
Rimini 75% ±— —88%68%56%96%68%
Ferrara 71% ±— —88%64%72%92%40%
Brisighella 44% ±— —32%44%20%84%40%
Dozza 38% ±— —28%28%24%72%36%
Castell'Arquato 35% ±— —24%16%44%68%24%
Riccione 34% ±— —16%40%20%64%28%
02Who tells the story

Who tells this destination's story

Every time AI answers about Emilia-Romagna 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

  • DMO18%
  • Hotel<1%
  • OTA12%
  • Other sources69%

Other sources, 69%: 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 blogs17%Untold Italy · Luoghi da vedere · ViaggiLab
  • Maps and apps15%Google Maps
  • Newspapers and magazines12%Corriere della Sera · Elle Decor · More Time to Travel
  • Attractions and activities8%Mirabilandia · Italia in Miniatura · Rocchetta Mattei
  • Social and video5%YouTube · Reddit · Instagram
  • Transport and services4%Arche' Travel · Italy Touring · Experience Gifts
  • Private tourism portals3%Turismo Emilia-Romagna (eJamo) · Visit Bologna Modena
  • Guidebooks and encyclopedias2%Rick Steves · Rough Guides
  • Unclassified2%enteparchi.bo.it
  • Institutions and associations1%Ministero della Cultura · Parco del Tapo
  • Real estate and holiday homes<1%

DMO by DMO, engine by engine

Across the category questions in Emilia-Romagna, 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
Emilia-Romagna Turismo regional36% ±— —80%28%4%28%40%
Italia.it national18% ±— —16%0%12%8%56%
Travel Emilia Romagna regional17% ±— —0%16%4%4%60%
Visit Romagna area-wide12% ±— —40%0%0%0%20%
Bologna Welcome municipal6% ±— —0%24%4%0%0%
VisitModena municipal2% ±— —12%0%0%0%0%
Ravenna Turismo municipal<1% ±— —0%4%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
61%
of answers cite at least one DMO ±—
Hotel
2%
of answers cite a hotel's own site ±—
OTA
24%
of answers cite an OTA ±—
Other sources
65%
of answers cite guides, media, blogs ±—

out of 125 answers

Engine by engine

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

DMOHotel
ChatGPT96%0%Copilot56%12%Gemini24%0%Grok32%0%Perplexity96%0%

For comparison: OTAs

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

  1. 1Tripadvisor16%±——
  2. 2Viator13%±——
  3. 3Hotels.com12%±——
  4. 4Expedia5%±——
  5. 5Trivago4%±——
  6. 6Google Hotels2%±——
  7. 7Agoda2%±——
  8. 7Winalist2%±——
04The questions

The questions · Emilia-Romagna

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 Emilia-Romagna?

Search: things to do in emilia-romagna · 2,100 Google searches a year

  1. 1Bologna96%
  2. 2Ravenna96%
  3. 3Ferrara92%

DMO 96%Hotel 0%

IT

cosa vedere in Emilia-Romagna?

Search: cosa vedere in emilia-romagna · 10,860 Google searches a year

  1. 1Bologna96%
  2. 2Ferrara96%
  3. 3Ravenna96%

DMO 44%Hotel 0%

IT

cosa fare in Emilia-Romagna?

Search: cosa fare in emilia-romagna · 2,950 Google searches a year

  1. 1Bologna100%
  2. 2Modena100%
  3. 3Parma96%

DMO 52%Hotel 0%

IT

dove andare per un weekend in Emilia-Romagna?

Search: weekend in emilia-romagna · 2,400 Google searches a year

  1. 1Bologna96%
  2. 2Ravenna76%
  3. 3Modena68%

DMO 56%Hotel 12%

IT

qual è il miglior itinerario per un viaggio in Emilia-Romagna?

Search: tour emilia romagna · 1,170 Google searches a year

  1. 1Bologna100%
  2. 2Modena100%
  3. 3Parma100%

DMO 56%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 Emilia-Romagna?»

ChatGPT · gpt-5-6

Emilia-Romagna is fantastic for food, historic cities, cars, and small-town day trips. Highlights:

  • Bologna - porticoes, Piazza Maggiore, medieval towers, and tortellini/ragù.
  • Modena - balsamic vinegar, Ferrari/Motor Valley, and beautiful historic centre.
  • Parma - Parmigiano Reggiano, Prosciutto di Parma, opera, and castles.
  • Ravenna - extraordinary Byzantine mosaics and UNESCO sites.
  • Ferrara - Renaissance architecture and cycling around the old town.
  • Rimini/Riccione - Adriatic beaches, nightlife, and seaside atmosphere.

For a 3-4 day trip, I’d combine Bologna + Modena + Parma, with a food tour or balsamic/Parmigiano visit.

Cited sourcesItalia.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.