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AI Observatory · Italian tourism

Wave of July 1, 2026

Who tells Italy's story when AI answers.

2,632 questions · 5 engines · 5 runs on the same day · 65,795 answers

Italy

DMO
47%
of answers cite at least one DMO ±—
Hotel
11%
of answers cite a hotel's own site ±—
OTA
33%
of answers cite an OTA ±—
Other sources
75%
of answers cite guides, media, blogs ±—

out of 65,795 answers

Out of 100 cited sources

  • DMO12%
  • Hotel2%
  • OTA12%
  • Other sources74%

Other sources, 74%: 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 blogs15%Villages Italy · Lorenzo Taccioli · Souvenir di Viaggio
  • Newspapers and magazines13%Idealista · Corriere della Sera · Travel365
  • Maps and apps13%Google Maps · Komoot · Wanderlog
  • Private tourism portals9%Visit Italy · Italia-Italy.org · Turismo Abruzzo (eJamo)
  • Social and video6%YouTube · Facebook · Instagram
  • Transport and services6%Telepass - Moveo · Spiagge.it · Italo
  • Unclassified4%
  • Attractions and activities3%
  • Guidebooks and encyclopedias3%Wikipedia · Touring Club Italiano · Lonely Planet
  • Institutions and associations2%Ministero della Cultura · I Borghi più belli d'Italia
  • Real estate and holiday homes<1%
  • Hotel listings<1%

Category by category

1ª2ª3ª
SeaSardegna 74%Sardegna TurismoSicilia 70%Italia.itPuglia 62%Italia.it
MountainsTrentino-Alto Adige 83%Visit TrentinoVeneto 64%Italia.itValle d'Aosta 62%Love VdA
LakesLombardia 88%Italia.itPiemonte 65%Italia.itTrentino-Alto Adige 52%Visit Trentino
VillagesToscana 64%Visit TuscanySicilia 63%Italia.itLazio 62%Visit Lazio
CitiesToscana 99%Visit TuscanyVeneto 99%Italia.itLazio 95%Italia.it
SnowTrentino-Alto Adige 88%Visit TrentinoValle d'Aosta 73%Love VdALombardia 68%Italia.it
The region in generalToscana 85%Visit TuscanyCampania 77%Italia.itVeneto 75%Italia.it

Method in short

Every month we ask the same set of travel questions to AI engines with web search: ChatGPT, Perplexity, Copilot, Grok and Gemini.

Each question is asked 5 times on the same day on every engine. The 5 answers become a single value, so model randomness is not mistaken for change.

For every answer we look at two things: who is named (destinations, hotels) and who is the source (the links cited), split into DMO, Hotel, OTA and Other.

Every month rankings are compared with the previous month's, on shared questions only: the ± next to each number is that change.

The full method