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AI Observatory · Italian tourism

Italy/Cities/Umbria

Cities · Umbria

01The places

Most named places in Umbria

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. 1Perugiatown98%±——
  2. 2Assisitown98%±——
  3. 3Orvietotown96%±——
  4. 5Spoletotown80%±——
  5. 11Castiglione del Lagotown16%±——
  6. 12Città della Pievetown10%±——
  7. 13Narnitown8%±——
  8. 13Ternitown8%±——

Hotels measured inBevagnaGubbioMontefalcoNorciaPanicalePerugiaSpelloTodi

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
Perugia 98% ±— —100%100%100%90%100%
Assisi 98% ±— —100%100%100%90%100%
Gubbio 96% ±— —100%90%100%90%100%
Orvieto 96% ±— —100%90%100%90%100%
Spoleto 80% ±— —100%50%60%90%100%
Todi 70% ±— —80%90%50%30%100%
Spello 62% ±— —60%50%70%30%100%
Montefalco 42% ±— —40%10%30%30%100%
Bevagna 30% ±— —10%0%30%20%90%
Norcia 24% ±— —0%40%20%10%50%
02Who tells the story

Who tells this destination's story

Every time AI answers about Umbria 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

  • DMO12%
  • Hotel<1%
  • OTA13%
  • Other sources75%

Other sources, 75%: 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 apps22%Google Maps · Pelago
  • Travel blogs14%Time Travel Turtle · Mama Loves Italy · Wander Your Way
  • Newspapers and magazines10%10cose · Travel365 · The Wom
  • Social and video5%Instagram · YouTube · Facebook
  • Unclassified5%Secret Umbria · cattedrale.perugia.it · ilgiardinodivenere.it
  • Transport and services5%Best Italy Tour · Boscolo · Tramundi
  • Attractions and activities4%Galleria Nazionale dell'Umbria · Pozzo Etrusco
  • Guidebooks and encyclopedias3%Lonely Planet · Rick Steves · Frommer's
  • Private tourism portals3%Visit Perugia… a Priori · Visit Italy · Visit Assisi
  • Real estate and holiday homes2%Bookings For You · Invitation to Tuscany · Residenza Perugia
  • Institutions and associations1%Camera di Commercio dell'Umbria

DMO by DMO, engine by engine

Across the category questions in Umbria, 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 national38% ±— —75%0%30%10%75%
Umbria Tourism regional10% ±— —45%0%0%0%5%
Perugia Turismo municipal9% ±— —0%45%0%0%0%
Visit Assisi municipal8% ±— —15%25%0%0%0%
Comune di Spello municipal5% ±— —0%25%0%0%0%
Comune di Perugia municipal4% ±— —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
56%
of answers cite at least one DMO ±—
Hotel
5%
of answers cite a hotel's own site ±—
OTA
36%
of answers cite an OTA ±—
Other sources
81%
of answers cite guides, media, blogs ±—

out of 225 answers

Engine by engine

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

DMOHotel
ChatGPT95%5%Copilot70%0%Gemini30%15%Grok10%0%Perplexity75%5%

For comparison: OTAs

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

  1. 1Skyscanner11%±——
  2. 2Google Hotels10%±——
  3. 3Tripadvisor8%±——
  4. 4Viator7%±——
  5. 5Agoda7%±——
  6. 5Expedia7%±——
  7. 7Civitatis6%±——
  8. 7To Tuscany6%±——
04The questions

The questions · Umbria

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 Umbria?

Search: cities in umbria · 11,120 Google searches a year

  1. 1Assisi100%
  2. 2Gubbio100%
  3. 3Orvieto100%

DMO 44%Hotel 8%

IT

quali sono le città da visitare in Umbria?

Search: città umbria · 45,200 Google searches a year

  1. 1Assisi96%
  2. 2Perugia96%
  3. 3Gubbio92%

DMO 44%Hotel 8%

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 Umbria?»

ChatGPT · gpt-5-6

Umbria is fantastic for a trip built around hill towns, medieval architecture, art, food, and countryside. The region is compact enough that you can combine several towns without spending your whole trip driving.

The places I'd put at the top of your list

  1. Assisi - the essential visit

    • Famous for the Basilica of St. Francis and its extraordinary frescoes.
    • Beautiful medieval streets climbing the hillside.
    • Great views over the Umbrian valley.
    • Time: ½-1 day
      Assisi, Perugia and Orvieto are consistently identified among Umbria's most visited destinations.
  2. Orvieto - spectacular setting

    • Perched dramatically on a volcanic tufa plateau.
    • Its cathedral is one of Italy's great Gothic buildings.
    • Wonderful underground tunnels and Etruscan history.
    • Excellent place for food and wine.
    • Time: 1 day
  3. Perugia - best for a proper city

    • Umbria's regional capital and largest cultural center.
    • Historic center, museums, medieval streets and lively university atmosphere.
    • Time: 1 day
    • A good base if you don't want to change hotels constantly.
  4. Spoleto - art + medieval atmosphere

    • One of my favorite choices for combining history with a more relaxed feel.
    • Roman and medieval architecture, the Rocca fortress and spectacular Ponte delle Torri.
    • Also a good base for exploring southern Umbria.
    • Time: ½-1 day
  5. Gubbio - medieval Umbria

    • One of the region's most atmospheric medieval towns.
    • Dramatic stone buildings climbing the lower slopes of Mount Ingino.
    • Particularly good if you like medieval architecture and quieter towns.
    • Time: ½-1 day

Smaller towns that are absolutely worth adding

  • Spello - tiny, gorgeous, flower-filled streets and Roman remains. Pair it with Assisi.
  • Montefalco - excellent for wine, especially Sagrantino, plus sweeping countryside views.
  • Todi - elegant hill town with a beautiful central piazza.
  • Bevagna - flatter and more intimate, with a lovely medieval center.
  • Norcia - particularly interesting for food and as a gateway to the mountains.

These smaller towns are particularly easy to combine into day trips; a current Umbria itinerary from the region's Chamber of Commerce specifically highlights Todi, Spoleto, Trevi, Bevagna, Spello and Montefalco as worthwhile stops.

If I were planning a first trip

4 days:
Perugia → Assisi + Spello → Orvieto → Spoleto

5-7 days:
Perugia → Gubbio → Assisi + Spello → Montefalco/Bevagna → Spoleto → Orvieto

If you have a car, I'd strongly favor the second approach because the smaller hill towns and countryside are a big part of what makes Umbria special, rather than just visiting the largest cities.

If you tell me how many days you have and whether you'll have a car, I can lay out a day-by-day Umbria itinerary, including where I'd stay each night.

Cited sourcesItalia.itCamera di Commercio dell'Umbria

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