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AI Observatory · Italian tourism

Wave of August 1, 2026

Who tells Italy's story when AI answers.

2,632 questions · 5 engines · 65,795 answers

Italy

DMO
50%
of answers cite at least one DMO +3.1
Hotel
9%
of answers cite a hotel's own site −1.4
OTA
36%
of answers cite an OTA +3
Other sources
79%
of answers cite guides, media, blogs +4.8

out of 65,795 answers

Out of 100 cited sources

  • DMO13%
  • Hotel2%
  • OTA15%
  • 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.

  • Newspapers and magazines15%Idealista · Corriere della Sera · Travel365
  • Maps and apps13%Google Maps · Komoot · Wanderlog
  • Travel blogs10%Lorenzo Taccioli · Villages Italy · Milazzo Life
  • Private tourism portals9%Visit Italy · Italia-Italy.org · Turismo Abruzzo (eJamo)
  • Transport and services6%Spiagge.it · Telepass - Moveo · Italo
  • Social and video5%YouTube · Facebook · Instagram
  • Attractions and activities4%
  • Guidebooks and encyclopedias3%Touring Club Italiano · Wikivoyage · Lonely Planet
  • Institutions and associations3%Ministero della Cultura · I Borghi più belli d'Italia
  • Unclassified2%
  • Real estate and holiday homes<1%
  • Hotel listings<1%

Category by category

1ª2ª3ª
SeaSardegna 74%Sardegna TurismoSicilia 67%Italia.itToscana 62%Visit Tuscany
MountainsTrentino-Alto Adige 82%Visit TrentinoValle d'Aosta 66%Love VdAVeneto 64%Italia.it
LakesLombardia 87%Italia.itPiemonte 64%Italia.itTrentino-Alto Adige 46%Visit Trentino
VillagesSicilia 64%Italia.itLazio 63%Visit LazioToscana 60%Visit Tuscany
CitiesToscana 99%Visit TuscanyVeneto 99%Italia.itLazio 96%Italia.it
SnowTrentino-Alto Adige 90%Visit TrentinoValle d'Aosta 77%Love VdALombardia 67%Livigno.eu (APT Livigno / Livigno NEXT)
The region in generalToscana 85%Visit TuscanyVeneto 75%Italia.itCampania 74%Italia.it

Method in short

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

Each question is asked several times on every engine: {answers} answers in this wave. The answers become a single value, so model randomness is not mistaken for change.

Every question comes from a real Google search: together, their keywords add up to {searches} searches a year.

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