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AI Observatory · Italian tourism

Italy/The region in general/Marche

The region in general · Marche

01The places

Most named places in Marche

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. 1Urbinotown93%±——
  2. 2Ascoli Picenotown81%±——
  3. 4Riviera del Coneroarea59%±——
  4. 5Parco Nazionale dei Monti Sibilliniarea58%±——
  5. 6Grotte di Frasassi56%±——
  6. 9Loretotown44%±——
  7. 10Recanatitown43%±——
  8. 13Spiaggia di Portonovobeach35%±——

Hotels measured inAnconaGradaraNumanaOffidaPesaroSenigalliaSirolo

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
Urbino 93% ±— —100%67%97%100%100%
Ascoli Piceno 81% ±— —100%63%83%100%60%
Gradara 74% ±— —83%30%67%97%93%
Riviera del Conero 59% ±— —77%43%60%87%27%
Parco Nazionale dei Monti Sibillini 58% ±— —60%67%30%97%37%
Grotte di Frasassi 56% ±— —33%63%57%73%53%
Sirolo 56% ±— —83%20%67%77%33%
Numana 53% ±— —83%20%63%73%27%
Loreto 44% ±— —40%50%33%70%27%
Recanati 43% ±— —60%17%50%57%33%
02Who tells the story

Who tells this destination's story

Every time AI answers about Marche 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

  • DMO13%
  • Hotel2%
  • OTA13%
  • Other sources71%

Other sources, 71%: 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 blogs23%An Adventurous World · aMarche · duelombardialristorante
  • Newspapers and magazines12%National Geographic · Corriere della Sera · Wonderful Marche
  • Transport and services11%Esitur Tour Operator · Codoni NCC Ancona · Itabus
  • Maps and apps9%Google Maps
  • Social and video6%YouTube · Instagram · Facebook
  • Attractions and activities3%Grotte di Frasassi · CheEventi · Skydive Sunrise
  • Private tourism portals3%SibilliniWeb · Visit Ascoli · Agriturismo.it
  • Guidebooks and encyclopedias2%Touring Club Italiano · Lonely Planet Italia
  • Real estate and holiday homes1%
  • Institutions and associations<1%
  • Unclassified<1%
  • Hotel listings<1%

DMO by DMO, engine by engine

Across the category questions in Marche, 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 national31% ±— —77%0%10%3%67%
Let's Marche regional15% ±— —0%0%37%0%37%
Regione Marche – ATIM (Let's Marche) regional9% ±— —43%0%0%0%0%
Regione Marche regional6% ±— —23%7%0%0%0%
Turismo Marche (Regione Marche) regional4% ±— —20%0%0%0%0%
Sirolo Turismo municipal3% ±— —7%10%0%0%0%
Comune di Ripatransone municipal1% ±— —0%7%0%0%0%
Offagna Turismo municipal1% ±— —0%7%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
45%
of answers cite at least one DMO ±—
Hotel
14%
of answers cite a hotel's own site ±—
OTA
32%
of answers cite an OTA ±—
Other sources
69%
of answers cite guides, media, blogs ±—

out of 150 answers

Engine by engine

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

DMOHotel
ChatGPT93%0%Copilot23%0%Gemini40%20%Grok3%0%Perplexity67%50%

For comparison: OTAs

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

  1. 1Tripadvisor23%±——
  2. 2Viator7%±——
  3. 3Expedia5%±——
  4. 4AnitaVillas4%±——
  5. 5Skyscanner3%±——
  6. 6GetYourGuide3%±——
  7. 6Winalist3%±——
  8. 8Ecobnb2%±——
04The questions

The questions · Marche

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

where to go for a weekend in Marche?

Search: marche weekend · 2,650 Google searches a year

  1. 1Urbino80%
  2. 2Ascoli Piceno72%
  3. 3Sirolo72%

DMO 56%Hotel 0%

EN

what to do in Marche?

Search: things to do in marche · 1,630 Google searches a year

  1. 1Urbino96%
  2. 2Ascoli Piceno80%
  3. 3Frasassi Caves68%

DMO 44%Hotel 0%

IT

cosa vedere nelle Marche?

Search: cosa vedere nelle marche · 43,200 Google searches a year

  1. 1Grotte di Frasassi92%
  2. 2Urbino92%
  3. 3Ascoli Piceno88%

DMO 48%Hotel 24%

IT

cosa fare nelle Marche?

Search: cosa fare nelle marche · 4,900 Google searches a year

  1. 1Grotte di Frasassi88%
  2. 2Urbino88%
  3. 3Ascoli Piceno84%

DMO 56%Hotel 28%

IT

dove andare per un weekend nelle Marche?

Search: weekend nelle marche · 2,470 Google searches a year

  1. 1Urbino100%
  2. 2Ascoli Piceno84%
  3. 3Gradara80%

DMO 28%Hotel 24%

IT

qual è il miglior itinerario per un viaggio nelle Marche?

Search: itinerario marche · 1,320 Google searches a year

  1. 1Gradara100%
  2. 2Urbino100%
  3. 3Recanati92%

DMO 40%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

«where to go for a weekend in Marche?»

ChatGPT · gpt-5-6

If you mean a 2-3 day weekend in Le Marche, I’d shortlist:

  • Sirolo + Riviera del Conero - best for sea, hiking, pretty village streets and relaxed dinners. Sirolo sits above the Conero coast, with beaches and trails nearby.
  • Urbino - best for Renaissance art, architecture and a beautiful historic centre; it’s a UNESCO site.
  • Ascoli Piceno - atmospheric old town, travertine buildings, excellent food and an easy weekend pace.
  • Sirolo + Numana + Conero - especially good if you want a romantic weekend with coastal walks and seafood.

If leaving from Milan, I’d lean toward Urbino for culture or Sirolo/Conero for a more scenic getaway.

Cited sourcesSirolo TurismoItalia.itVisit Ascoli

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