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AI Observatory · Italian tourism

Italy/The region in general/Puglia

The region in general · 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. 2Polignano a Maretown92%±——
  2. 3Ostunitown91%±——
  3. 4Leccetown89%±——
  4. 7Otrantotown69%±——
  5. 12Valle d'Itriaarea49%±——

Hotels measured inAlberobelloBariCisterninoGallipoliGarganoLocorotondoMartina FrancaMonopoliSalentoVieste

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
Alberobello 95% ±— —100%95%100%88%90%
Polignano a Mare 92% ±— —100%80%100%90%88%
Ostuni 91% ±— —100%73%90%90%100%
Lecce 89% ±— —98%78%100%88%85%
Monopoli 71% ±— —95%43%85%83%48%
Locorotondo 70% ±— —93%30%65%83%80%
Otranto 69% ±— —78%43%93%85%45%
Gallipoli 66% ±— —60%40%83%85%60%
Bari 55% ±— —57%40%48%55%73%
Gargano 53% ±— —48%68%33%68%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%
  • Hotel<1%
  • OTA15%
  • Other sources80%

Other sources, 80%: 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 blogs29%Travel Choreography · Puglia Guys · A Lovely Planet
  • Social and video14%YouTube · Facebook · Instagram
  • Transport and services9%Zirlìo · Alpitour · Charming Puglia
  • Newspapers and magazines9%The Telegraph · Corriere della Sera · Perle di Puglia
  • Private tourism portals6%visit.puglia.it · Turismo.Puglia.it · Turismo Vieste
  • Guidebooks and encyclopedias5%Lonely Planet · Rick Steves · Ryo
  • Maps and apps4%Google Maps
  • Attractions and activities1%Grotte di Castellana
  • Institutions and associations1%Ministero della Cultura · Regione Puglia (sito istituzionale)
  • Real estate and holiday homes1%
  • Unclassified<1%
  • Hotel listings<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 national25% ±— —53%0%25%0%48%
Parco Nazionale del Gargano park authority3% ±— —0%18%0%0%0%
Riserva di Torre Guaceto park authority2% ±— —0%10%0%0%0%
Viaggiare in Puglia regional2% ±— —5%0%3%0%0%
Comune di Monopoli municipal1% ±— —0%5%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
3%
of answers cite a hotel's own site ±—
OTA
39%
of answers cite an OTA ±—
Other sources
77%
of answers cite guides, media, blogs ±—

out of 200 answers

Engine by engine

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

DMOHotel
ChatGPT57%5%Copilot23%0%Gemini25%8%Grok0%0%Perplexity48%0%

For comparison: OTAs

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

  1. 1Tripadvisor14%±——
  2. 2Civitatis8%±——
  3. 3Go Ask A Local7%±——
  4. 4Expedia7%±——
  5. 5eDreams5%±——
  6. 6Viator5%±——
  7. 6Winalist5%±——
  8. 8Winalist4%±——
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 to do in Puglia?

Search: things to do in puglia · 31,400 Google searches a year

  1. 1Alberobello92%
  2. 2Polignano a Mare88%
  3. 3Lecce84%

DMO 40%Hotel 0%

EN

what to see in Puglia?

Search: what to see in puglia · 21,660 Google searches a year

  1. 1Alberobello100%
  2. 2Lecce96%
  3. 3Polignano a Mare92%

DMO 44%Hotel 0%

EN

where to go for a weekend in Puglia?

Search: puglia weekend · 13,230 Google searches a year

  1. 1Ostuni100%
  2. 2Polignano a Mare100%
  3. 3Lecce96%

DMO 4%Hotel 8%

EN

what is the best itinerary for a trip in Puglia?

Search: puglia itinerary · 10,960 Google searches a year

  1. 1Alberobello100%
  2. 2Lecce100%
  3. 3Locorotondo100%

DMO 12%Hotel 0%

IT

cosa vedere in Puglia?

Search: cosa vedere in puglia · 27,680 Google searches a year

  1. 1Ostuni92%
  2. 2Alberobello88%
  3. 3Lecce88%

DMO 52%Hotel 0%

IT

dove andare per un weekend in Puglia?

Search: weekend in puglia · 11,910 Google searches a year

  1. 1Alberobello96%
  2. 2Polignano a Mare96%
  3. 3Ostuni92%

DMO 24%Hotel 8%

IT

qual è il miglior itinerario per un viaggio in Puglia?

Search: viaggio in puglia · 6,130 Google searches a year

  1. 1Alberobello96%
  2. 2Gallipoli96%
  3. 3Lecce96%

DMO 36%Hotel 4%

IT

cosa fare in Puglia?

Search: cosa fare in puglia · 4,210 Google searches a year

  1. 1Alberobello96%
  2. 2Salento88%
  3. 3Gargano80%

DMO 32%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 Puglia?»

ChatGPT · gpt-5-6


Puglia is fantastic if you like beautiful towns, beaches, food, and slow Mediterranean travel. I’d focus on a few areas rather than trying to see the whole region.

🌿 The classic Puglia experience

  • Alberobello - Wander through the UNESCO-listed trulli neighborhoods, especially Rione Monti and Aia Piccola.
    Trulli, Rione Monti ⭐️ · 🗺️Direction·🌐Website·📞

  • Ostuni - The famous White City. Get lost in the narrow streets, visit the cathedral, and stay for sunset when the white buildings glow.

  • Polignano a Mare - Dramatic cliffs, turquoise water and the famous Lama Monachile beach. A boat or kayak trip along the caves is particularly nice.
    Lama Monachile ⭐️ · 🗺️Direction·🌐Website·📞

  • Lecce - Spend an evening wandering the Baroque center, seeing Piazza Duomo, Basilica di Santa Croce and the Roman amphitheater.

🏖️ For beaches

Head farther south into Salento. Some places to look at:

  • Torre dell'Orso - long sandy beach and clear water. Torre dell'Orso Beach
  • Otranto - pretty old town + beaches + coastal scenery.
  • Roca Vecchia / Grotta della Poesia - spectacular rocky coastline and the famous natural swimming hole. Cave of Poetry
  • Porto Cesareo and Gallipoli - good choices if your priority is swimming and beach time.

🍝 Eat your way around

Definitely try:

  • orecchiette with cime di rapa
  • focaccia barese
  • burrata
  • panzerotti
  • grilled octopus and other seafood
  • puccia in Salento
  • local olive oil and Primitivo/Negroamaro wines

A cooking class or food tour can be particularly fun in the Valle d'Itria; there are also pasta-making experiences in Alberobello. Ristorante I Primi di Puglia - Pasta Experience - Alberobello

🏛️ A few less-obvious additions

  • Bari - Bari Vecchia, Basilica di San Nicola, seaside promenade and street food.
  • Castel del Monte - extraordinary 13th-century octagonal castle. Castel del Monte
  • Grotte di Castellana - huge underground cave system if you want something different from beaches and towns. Grotte di Castellana
  • Gargano National Park - better if you want nature, hiking and a more rugged coastline.

🚗 If you have 5-7 days

I'd roughly do:

Bari → Polignano → Alberobello → Ostuni → Lecce → Otranto → Salento beaches

For 7-10 days, add Monopoli, Matera (just outside Puglia in Basilicata), and more time in Salento.

If you tell me how many days you have, whether you'll have a car, and whether you prefer beaches / towns / food / nightlife / nature, I can lay out a day-by-day Puglia itinerary.

The map cards ChatGPT shows
Name Score Category Address Phone
Trulli, Rione Monti ⭐ 4.8/5 (2973) Tourist attraction Via Monte S. Michele, 37, 70011 Alberobello BA, Italy -
Lama Monachile ⭐ 4.7/5 (22936) Tourist attraction Via S. Vito, 70044 Polignano a Mare BA, Italy -
Torre dell'Orso Beach ⭐ 4.4/5 (8992) Public beach SP366, 73026 Melendugno LE, Italy -
Cave of Poetry ⭐ 4.4/5 (18329) Tourist attraction Strada Statale San Cataldo, 73026 Roca Vecchia LE, Italy -
Ristorante I Primi di Puglia - Pasta Experience - Alberobello ⭐ 4.7/5 (1072) Restaurant P.za Giuseppe di Vagno, 8, 70011 Alberobello BA, Italy +393933824240
Castel del Monte ⭐ 4.5/5 (23351) Castle, Tourist attraction SS 170, 76123 Andria BT, Italy +393279805551
Grotte di Castellana ⭐ 4.6/5 (30007) Tourist attraction, Natural history museum, Nature preserve Piazza Franco Anelli, 70013 Castellana Grotte BA, Italy +390804998221

Cited sourcesTurismo.Puglia.it+ 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.