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AI Observatory · Italian tourism

Italy/Cities/Toscana

Cities · Toscana

01The places

Most named places in Toscana

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. 2Luccatown100%±——
  2. 4Pisatown96%±——
  3. 10Montepulcianotown30%±——
  4. 12Cortonatown20%±——
  5. 13Pistoiatown14%±——
  6. 14Vincitown8%±——

Hotels measured inArezzoFirenzeGrossetoLivornoLuccaMontalcinoPienzaPisaPitiglianoSan GimignanoSienaVolterra

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
Firenze 100% ±— —100%100%100%100%100%
Lucca 100% ±— —100%100%100%100%100%
Siena 100% ±— —100%100%100%100%100%
Pisa 96% ±— —100%100%80%100%100%
Arezzo 82% ±— —100%80%30%100%100%
San Gimignano 62% ±— —50%60%70%50%80%
Volterra 42% ±— —20%40%50%50%50%
Pienza 36% ±— —20%0%70%50%40%
Livorno 32% ±— —30%40%10%20%60%
Montepulciano 30% ±— —30%0%40%50%30%
02Who tells the story

Who tells this destination's story

Every time AI answers about Toscana 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

  • DMO18%
  • Hotel2%
  • OTA16%
  • Other sources64%

Other sources, 64%: 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.

  • Maps and apps18%Google Maps · Komoot
  • Travel blogs13%Earth Trekkers · North Abroad · Italia Ignota
  • Newspapers and magazines7%10cose · Travel365 · Corriere della Sera
  • Private tourism portals6%Toscana.info · Visit Livorno · Discover Arezzo
  • Transport and services4%Boscolo · Walks In Europe
  • Unclassified3%guadaluperesort.it · diocesi.arezzo.it · operaduomo.siena.it
  • Institutions and associations3%Opera della Primaziale Pisana · Gallerie degli Uffizi · Ministero della Cultura
  • Social and video3%YouTube · Facebook · Instagram
  • Attractions and activities3%Musei di Arezzo / MUAR · Museo Cattedrale di Lucca · Castello di Gargonza
  • Guidebooks and encyclopedias3%Rick Steves · Wikipedia · Frommer's
  • Real estate and holiday homes<1%The Thinking Traveller

DMO by DMO, engine by engine

Across the category questions in Toscana, 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
Visit Tuscany regional43% ±— —63%0%21%41%88%
Italia.it national14% ±— —49%0%5%0%19%
Pisa Turismo municipal5% ±— —11%11%0%0%0%
Turismo Lucca municipal3% ±— —13%0%5%0%0%
Visit Siena municipal3% ±— —15%0%0%0%0%
Comune di Siena municipal2% ±— —0%11%0%0%0%
Comune di Lucca municipal2% ±— —0%11%0%0%0%
Comune di Lucca municipal2% ±— —0%11%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
60%
of answers cite at least one DMO ±—
Hotel
11%
of answers cite a hotel's own site ±—
OTA
36%
of answers cite an OTA ±—
Other sources
70%
of answers cite guides, media, blogs ±—

out of 1,300 answers

Engine by engine

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

DMOHotel
ChatGPT100%0%Copilot38%0%Gemini31%15%Grok41%1%Perplexity88%39%

For comparison: OTAs

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

  1. 1Tripadvisor14%±——
  2. 2Viator9%±——
  3. 3To Tuscany9%±——
  4. 4Expedia9%±——
  5. 5Google Hotels8%±——
  6. 6Skyscanner5%±——
  7. 7Civitatis4%±——
  8. 8GuruWalk4%±——
04The questions

The questions · Toscana

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 Tuscany?

Search: cities in tuscany · 72,500 Google searches a year

  1. 1Firenze100%
  2. 2Lucca100%
  3. 3Siena100%

DMO 48%Hotel 4%

IT

quali sono le città da visitare in Toscana?

Search: città toscana · 66,200 Google searches a year

  1. 1Firenze100%
  2. 2Lucca100%
  3. 3Pisa100%

DMO 24%Hotel 16%

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 Tuscany?»

ChatGPT · gpt-5-6

If it’s your first trip to Tuscany, I’d focus on a mix of major art cities and smaller medieval towns. The Tuscan tourism board itself highlights Florence, Pisa, Siena, San Gimignano, Lucca, and Arezzo among its key destinations.

My shortlist

  • Florence - Best for art, history & Renaissance architecture.
    The essential first stop: the Duomo, Uffizi, Ponte Vecchio, Palazzo Pitti, Michelangelo, Botticelli, and Medici history. You could easily spend 2-3 days here.

  • Siena - Best for medieval atmosphere.
    Much smaller and more intimate than Florence, with Piazza del Campo, the cathedral, winding streets, and the surrounding Tuscan countryside.

  • Lucca - Best for a relaxed, romantic city.
    Its exceptionally well-preserved Renaissance walls surround a compact historic center with Piazza dell'Anfiteatro, churches, towers, cafés, and pleasant streets for wandering.

  • San Gimignano - Best for the classic Tuscan postcard.
    Famous for its medieval towers and hilltop setting among vineyards. It's relatively small, so it's particularly good as a half-day or day trip.

  • Pisa - Best for iconic sights.
    The Leaning Tower and Piazza dei Miracoli are the obvious draws, but the city also has attractive riverfronts and historic streets.

  • Arezzo - Best for something a little less touristy.
    A historic hill city with Piazza Grande, medieval architecture, Roman/Etruscan heritage, and important Renaissance art including Piero della Francesca.

If I were planning a 7-day trip

Florence (3 nights) → Siena (2 nights) → Lucca (1 night) → San Gimignano (day trip)

And I'd dedicate some time to the Val d'Orcia/Chianti countryside, because Tuscany isn't just about its cities-the rolling hills, vineyards, olive groves, and small villages are a major part of the experience.

If you tell me how many days you have, whether you'll have a car, and what you care about most (food/wine, scenery, history, beaches, romance, etc.), I can put together a Tuscany itinerary that fits.

Cited sourcesVisit Tuscany

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