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AI Observatory · Italian tourism

Italy/Cities/Marche

Cities · 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. 1Urbinotown96%±——
  2. 2Ascoli Picenotown96%±——
  3. 4Maceratatown90%±——
  4. 6Fermotown78%±——
  5. 8Recanatitown40%±——
  6. 9Loretotown28%±——
  7. 11Fabrianotown24%±——
  8. 13Jesitown16%±——

Hotels measured inAnconaCingoliGradaraNumanaPesaroSenigalliaSirolo

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 96% ±— —100%100%100%80%100%
Ascoli Piceno 96% ±— —100%100%100%80%100%
Ancona 94% ±— —100%90%100%80%100%
Macerata 90% ±— —100%100%100%70%80%
Pesaro 88% ±— —100%90%80%80%90%
Fermo 78% ±— —100%50%80%70%90%
Senigallia 62% ±— —50%20%70%70%100%
Recanati 40% ±— —80%20%30%60%10%
Loreto 28% ±— —30%10%10%60%30%
Sirolo 26% ±— —30%0%30%20%50%
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

  • DMO17%
  • Hotel2%
  • 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%aMarche · Consigli Viaggio by Kenzo · TourismAttractions
  • Newspapers and magazines13%SiViaggia · 10cose · Petit Futé
  • Unclassified8%comuneancona.it · lamoleancona.it · Designer Journeys
  • Maps and apps8%Google Maps · Wanderlog
  • Transport and services6%Itabus · Esitur Tour Operator · FlixBus
  • Institutions and associations5%Chiesacattolica.it – Conferenza Episcopale Italiana · Ministero della Cultura · Museo Omero
  • Social and video5%YouTube · Facebook · Instagram
  • Private tourism portals3%Visit Italy · Ancona Tourism
  • Attractions and activities2%Grotte di Frasassi · Riserva Golf del Furlo
  • Guidebooks and encyclopedias2%Fodor's · Touring Club Italiano
  • Real estate and holiday homes<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 national52% ±— —95%0%30%35%100%
Let's Marche regional17% ±— —0%0%25%10%50%
Offagna Turismo municipal5% ±— —0%25%0%0%0%
Turismo Marche (Regione Marche) regional4% ±— —20%0%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
63%
of answers cite at least one DMO ±—
Hotel
9%
of answers cite a hotel's own site ±—
OTA
29%
of answers cite an OTA ±—
Other sources
90%
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
ChatGPT95%0%Copilot25%0%Gemini50%20%Grok45%0%Perplexity100%25%

For comparison: OTAs

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

  1. 1Tripadvisor23%±——
  2. 2Expedia12%±——
  3. 3Skyscanner9%±——
  4. 4AnitaVillas7%±——
  5. 5GetYourGuide6%±——
  6. 5Viator6%±——
  7. 7Hostelworld5%±——
  8. 8Priceline1%±——
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

what are the best cities to visit in Marche?

Search: marche cities · 2,640 Google searches a year

  1. 1Ancona92%
  2. 2Ascoli Piceno92%
  3. 3Urbino92%

DMO 68%Hotel 0%

IT

quali sono le città da visitare nelle Marche?

Search: città marche · 40,500 Google searches a year

  1. 1Ascoli Piceno100%
  2. 2Macerata100%
  3. 3Urbino100%

DMO 76%Hotel 36%

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 are the best cities to visit in Marche?»

ChatGPT · gpt-5-6

Le Marche (Marche) is one of Italy’s most rewarding regions for travelers who like beautiful towns without the crowds of Tuscany or Umbria. The “best” cities depend on whether you want art, beaches, food, or atmosphere, but these are the standouts:

1. Urbino - the must-see Renaissance city

Best for: art, history, architecture, romantic streets

Urbino is probably the crown jewel of Le Marche. Its perfectly preserved hilltop historic center is a UNESCO World Heritage Site, and it feels like stepping into Renaissance Italy. Don’t miss:

  • Palazzo Ducale di Urbino and the Galleria Nazionale delle Marche
  • Views from the city walls
  • The birthplace of Raphael
  • Evening walks through the steep medieval lanes

Stay: 1-2 nights if you love art and atmosphere.


2. Ascoli Piceno - the most beautiful historic center

Best for: medieval charm, food, elegant piazzas

Ascoli Piceno is one of Italy’s most underrated cities. Built largely from pale travertine stone, it has a remarkably cohesive medieval and Renaissance appearance. Highlights:

  • Piazza del Popolo (one of Italy’s finest squares)
  • Historic towers and churches
  • Excellent local cuisine, especially olive all’ascolana (stuffed fried olives)

It is a great base for exploring southern Marche and the Sibillini Mountains.


3. Ancona - the sea gateway

Best for: coast access, a practical base, Adriatic views

Ancona is more of a working port city than a postcard town, but it has a strong identity:

  • Duomo di San Ciriaco overlooking the harbor
  • Roman remains and waterfront walks
  • Easy access to the Conero Riviera, with dramatic beaches and cliffs

Choose Ancona if you want to combine city sightseeing with beaches.


4. Pesaro - culture + seaside relaxation

Best for: beaches, cycling, a livelier coastal stay

Pesaro is a pleasant Adriatic city with:

  • Long beaches
  • A pretty historic center
  • Connections to composer Gioachino Rossini
  • Easy access to the hills of Monte San Bartolo

It works especially well for travelers who want both beach time and cultural sightseeing.


5. Macerata - elegant and quieter

Best for: slow travel, theater, local life

Macerata has a refined university-town feel:

  • Sferisterio (a spectacular open-air opera venue)
  • Historic squares and palaces
  • Beautiful countryside nearby

It is less touristy than Urbino or Ascoli, which makes it appealing for a slower trip.


6. Fermo - a hidden hilltop gem

Best for: views, authenticity, avoiding crowds

Fermo sits above the Adriatic and offers:

  • A dramatic hilltop setting
  • Roman underground cisterns
  • A beautiful main square
  • Great access to smaller villages and beaches

7. Sirolo and Numana - for the best coastal scenery

Best for: beaches and landscapes

These are not big cities, but they may be the most beautiful coastal stops:

  • White cliffs
  • Clear water
  • Hiking trails
  • Views over the Adriatic

They are the highlights of the Conero area.


If you only have 3-5 days:

Classic first trip:

  1. Urbino (Renaissance)
  2. Ascoli Piceno (historic beauty + food)
  3. Conero Riviera / Sirolo (sea)
  4. Ancona or Pesaro (depending on your route)

If you want the most “authentic Italy” feeling:

  • Urbino → art and history
  • Ascoli Piceno → atmosphere and food
  • Fermo → quiet charm
  • Sirolo → spectacular coast

For many visitors, Urbino + Ascoli Piceno + the Conero coast is the strongest introduction to Le Marche.

Cited sourcesItalia.itSL Italy Travel

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