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AI Observatory · Italian tourism

Italy/Lakes/Piemonte

Lakes · Piemonte

01The places

Most named places in Piemonte

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. 2Lago d'Ortalake98%±——
  2. 3Lago di Mergozzolake76%±——
  3. 4Lago Siriolake52%±——
  4. 5Lago delle Fatelake38%±——
  5. 5Lago di Antronalake38%±——
  6. 5Lago di Ceresole Realelake38%±——
  7. 5Lago di Viveronelake38%±——
  8. 9Laghi di Aviglianalake36%±——
  9. 10Lago di Malciaussialake32%±——
  10. 11Lago Mucronelake30%±——
  11. 12Lago di Ceresolelake20%±——
  12. 13Lago Grande di Aviglianalake16%±——
  13. 13Lago di Candialake16%±——
  14. 15Lago Verdelake10%±——

Hotels measured inBavenoCannobioDormellettoLago MaggioreOrta San GiulioStresaVerbania

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
Lago Maggiore 98% ±— —100%100%100%90%100%
Lago d'Orta 98% ±— —100%100%100%90%100%
Lago di Mergozzo 76% ±— —100%50%90%90%50%
Lago Sirio 52% ±— —40%100%30%90%0%
Lago delle Fate 38% ±— —0%50%50%90%0%
Lago di Antrona 38% ±— —10%50%10%90%30%
Lago di Ceresole Reale 38% ±— —20%10%40%90%30%
Lago di Viverone 38% ±— —60%0%30%90%10%
Laghi di Avigliana 36% ±— —60%0%20%70%30%
Lago di Malciaussia 32% ±— —10%50%0%90%10%
02Who tells the story

Who tells this destination's story

Every time AI answers about Piemonte 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

  • DMO9%
  • Hotel3%
  • OTA17%
  • 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.

  • Maps and apps18%Google Maps · Komoot
  • Newspapers and magazines14%Idealista · Travel365 · SiViaggia
  • Travel blogs13%Milazzo Life · Svadore · A Spasso Con Quei Due
  • Private tourism portals10%Esplora il Lago Maggiore · Lago d'Orta · Piemonte Tourism
  • Attractions and activities5%Villa Taranto · Alpyland · Navigazione Orta
  • Social and video4%YouTube · Instagram · Facebook
  • Transport and services2%Clio Viaggi
  • Guidebooks and encyclopedias1%Wikipedia
  • Institutions and associations1%Pro Loco di Stresa
  • Real estate and holiday homes1%
  • Unclassified1%
  • Hotel listings<1%

DMO by DMO, engine by engine

Across the category questions in Piemonte, 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 national21% ±— —59%0%29%1%15%
Visit Piemonte regional9% ±— —15%0%24%0%7%
Baveno Turismo municipal5% ±— —13%4%0%7%1%
ViviVerbania municipal5% ±— —12%7%0%0%7%
Il Lago Maggiore area-wide3% ±— —15%0%3%0%0%
Comune di Ortasangiulio municipal3% ±— —7%11%0%0%0%
Distretto Turistico dei Laghi area-wide3% ±— —7%7%3%0%0%
Comune di Verbania municipal2% ±— —0%12%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
41%
of answers cite at least one DMO ±—
Hotel
19%
of answers cite a hotel's own site ±—
OTA
38%
of answers cite an OTA ±—
Other sources
75%
of answers cite guides, media, blogs ±—

out of 750 answers

Engine by engine

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

DMOHotel
ChatGPT92%0%Copilot33%11%Gemini45%32%Grok9%1%Perplexity23%53%

For comparison: OTAs

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

  1. 1Tripadvisor25%±——
  2. 2Expedia10%±——
  3. 3Google Hotels7%±——
  4. 4GetYourGuide5%±——
  5. 5Volagratis4%±——
  6. 6Viator3%±——
  7. 7TUI Musement3%±——
  8. 8Agoda2%±——
04The questions

The questions · Piemonte

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 most beautiful lakes in Piedmont?

Search: piedmont lakes · 25,320 Google searches a year

  1. 1Lago Maggiore100%
  2. 2Lago d'Orta100%
  3. 3Lago di Mergozzo76%

DMO 52%Hotel 36%

IT

quali sono i laghi più belli in Piemonte?

Search: laghi piemonte · 60,500 Google searches a year

  1. 1Lago Maggiore96%
  2. 2Lago d'Orta96%
  3. 3Lago di Mergozzo76%

DMO 36%Hotel 0%

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 most beautiful lakes in Piedmont?»

ChatGPT · gpt-5-6


If you mean Piedmont (Piemonte), northern Italy, the region has some spectacular lakes. The most scenic are concentrated in the north around the Alps.

🌊 The standouts

  1. Lake Orta (Lago d’Orta) - most atmospheric

    • Smaller and quieter than Lake Maggiore.
    • The medieval village of Orta San Giulio sits directly on the water, with Isola San Giulio just offshore.
    • The view from the Sacro Monte over the lake and island is particularly beautiful.
    • Great for: romantic walks, photography, charming villages, a slower atmosphere.
  2. Lake Maggiore (Lago Maggiore) - most dramatic

    • The Piedmont side has the famous towns of Stresa, Baveno and Verbania.
    • Its defining feature is the Borromean Islands-especially Isola Bella, Isola Madre and Isola dei Pescatori.
    • Great for: grand scenery, gardens, villas, boat trips and a classic Italian-lake experience.
  3. Lago di Mergozzo - most peaceful

    • A tiny lake just west of Lake Maggiore, surrounded by wooded hills and mountains.
    • The village of Mergozzo has colorful houses and a lovely waterfront.
    • It's considerably more intimate than Maggiore and is highlighted by Piedmont's tourism authorities as one of the region's particularly attractive smaller lakes.
    • Great for: swimming, relaxing, lakeside lunch and avoiding the bigger crowds.
  4. Lake Viverone (Lago di Viverone) - best for nature

    • A glacial lake surrounded by the hills of the Ivrea Morainic Amphitheatre.
    • The southern shore is notably wild, with woods, wetlands and excellent birdwatching.
    • There is also a Bronze Age pile-dwelling archaeological site associated with the lake.
    • Great for: swimming, cycling, boating and nature.

🏔️ If you want something more wild

Piedmont also has numerous small alpine lakes in the Ossola valleys, including around the Alpe Veglia-Devero and Alta Valle Antrona areas. These are less about elegant lakeside villages and more about mountains, hiking and pristine scenery.

For a first trip, I'd focus on the triangle of Lake Orta → Lake Mergozzo → Lake Maggiore. They're close enough to combine into one excellent 2-3 day lake itinerary.

If you tell me whether you're looking for romantic / swimming / hiking / photography / quiet villages, I can narrow it down to the best 3 and suggest exactly where to go around each lake.

The map cards ChatGPT shows
Name Score Category Address Phone
Lake Orta ⭐ 4.7/5 (3123) Lake Italy -
Lago di Mergozzo ⭐ 4.6/5 (966) Lake 28802 Mergozzo, Province of Verbano-Cusio-Ossola, Italy -

Cited sourcesVisit PiemonteItalia.itDistretto Turistico dei Laghi+ 1 other sources

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