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AI Observatory · Italian tourism

Italy/The region in general/Liguria

The region in general · Liguria

01The places

Most named places in Liguria

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. 1Portofinotown89%±——
  2. 4Cinque Terrearea73%±——
  3. 7Santa Margherita Liguretown49%±——
  4. 8Finale Liguretown49%±——
  5. 15Lericitown32%±——

Hotels measured inAlassioCamogliGenovaManarolaMonterosso al MarePortovenereRiomaggioreSanremoVarigottiVernazza

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
Portofino 89% ±— —94%77%86%91%97%
Genova 87% ±— —94%57%97%91%94%
Camogli 74% ±— —100%34%89%86%63%
Cinque Terre 73% ±— —80%80%51%74%80%
Portovenere 67% ±— —80%23%77%83%71%
Sanremo 60% ±— —69%26%49%86%71%
Santa Margherita Ligure 49% ±— —29%23%40%80%74%
Finale Ligure 49% ±— —69%6%46%77%46%
Monterosso al Mare 41% ±— —37%17%63%54%34%
Vernazza 41% ±— —37%17%63%51%37%
02Who tells the story

Who tells this destination's story

Every time AI answers about Liguria 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

  • DMO11%
  • Hotel2%
  • OTA10%
  • Other sources77%

Other sources, 77%: 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 blogs19%A Lovely Planet · danielazzip.com · That Travelista
  • Newspapers and magazines14%Corriere della Sera · Travel365 · Italy Travel and Life
  • Private tourism portals13%Liguria.info (eJamo) · Italian-riviera.com · Turismo Liguria (progetto privato)
  • Social and video9%YouTube · Instagram · Facebook
  • Transport and services6%Locauto · Do Eat Better Experience · Arche' Travel
  • Maps and apps4%Google Maps
  • Attractions and activities3%Acquario di Genova · Lanterna di Genova · Toirano Grotte
  • Real estate and holiday homes3%Vayadù · Casa Riviera
  • Guidebooks and encyclopedias3%Ryo
  • Institutions and associations2%Parco Naturale Regionale del Beigua · FAI - Fondo Ambiente Italiano
  • Unclassified2%portofino.genova.it · ItalianTourism.us
  • Hotel listings<1%

DMO by DMO, engine by engine

Across the category questions in Liguria, 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 national37% ±— —66%0%40%11%69%
La Mia Liguria regional13% ±— —26%9%11%0%17%
Visit Genoa municipal8% ±— —40%0%0%0%0%
Azienda Speciale Riviere di Liguria – Camera di Commercio area-wide2% ±— —9%0%0%0%0%
Comune di Finale Ligure – Ufficio Turismo municipal1% ±— —6%0%0%0%0%
Visit Savona municipal1% ±— —0%6%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
48%
of answers cite at least one DMO ±—
Hotel
12%
of answers cite a hotel's own site ±—
OTA
33%
of answers cite an OTA ±—
Other sources
69%
of answers cite guides, media, blogs ±—

out of 175 answers

Engine by engine

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

DMOHotel
ChatGPT97%14%Copilot14%3%Gemini49%20%Grok11%0%Perplexity69%23%

For comparison: OTAs

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

  1. 1Tripadvisor21%±——
  2. 2Expedia7%±——
  3. 3Voyage Privé6%±——
  4. 4Hotels.com6%±——
  5. 5Winalist5%±——
  6. 6Holidoit2%±——
  7. 7GetYourGuide2%±——
  8. 8Holidu1%±——
04The questions

The questions · Liguria

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

where to go for a weekend in Liguria?

Search: liguria weekend · 4,940 Google searches a year

  1. 1Portofino88%
  2. 2Genova76%
  3. 3Camogli72%

DMO 40%Hotel 8%

EN

what to do in Liguria?

Search: things to do in liguria · 2,270 Google searches a year

  1. 1Portofino88%
  2. 2Portovenere84%
  3. 3Cinque Terre80%

DMO 52%Hotel 16%

EN

what to see in Liguria?

Search: what to see in liguria · 1,760 Google searches a year

  1. 1Portofino100%
  2. 2Genova96%
  3. 3Sanremo92%

DMO 68%Hotel 4%

IT

cosa vedere in Liguria?

Search: cosa vedere in liguria · 10,920 Google searches a year

  1. 1Genova84%
  2. 2Cinque Terre76%
  3. 3Portofino76%

DMO 56%Hotel 8%

IT

dove andare per un weekend in Liguria?

Search: weekend in liguria · 4,790 Google searches a year

  1. 1Portofino88%
  2. 2Camogli84%
  3. 3Genova84%

DMO 32%Hotel 48%

IT

cosa fare in Liguria?

Search: cosa fare in liguria · 2,690 Google searches a year

  1. 1Camogli88%
  2. 2Genova88%
  3. 3Cinque Terre84%

DMO 60%Hotel 0%

IT

qual è il miglior itinerario per un viaggio in Liguria?

Search: viaggio in liguria · 1,480 Google searches a year

  1. 1Genova100%
  2. 2Portofino100%
  3. 3Camogli84%

DMO 28%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

«where to go for a weekend in Liguria?»

ChatGPT · gpt-5-6


If you're coming from Milan, Liguria is perfect for a 2-day escape. The main choice is whether you want pretty villages + hiking, beaches, or food and a more relaxed atmosphere.

My shortlist

  • Portofino + Camogli + San Fruttuoso - probably my pick for a classic weekend. Stay in Camogli or Santa Margherita Ligure, then spend a day walking/boating around the Portofino peninsula. Portofino is glamorous, while Camogli feels more lived-in and relaxed.
  • Cinque Terre - for the iconic Ligurian scenery. Stay in Levanto or one of the villages, explore 2-3 of the five towns, and hike if conditions allow. Levanto is a particularly practical base.
  • Finale Ligure + Noli + Varigotti - excellent if you want sea + hiking + medieval villages without making the whole weekend about the Cinque Terre. Finalborgo is especially lovely, and the area is popular for hiking and mountain biking.
  • Sanremo + Dolceacqua + Bordighera - a different Liguria: palm-lined promenades, Belle Époque architecture, beaches, and beautiful inland medieval villages.
  • Genoa + Camogli - best if you want food, architecture and the sea rather than a pure beach weekend. Genoa's historic centre and waterfront can easily fill a day, followed by Camogli on day two.
  • Portovenere + Lerici - a great alternative to Cinque Terre, particularly if you want dramatic coastal scenery but a slightly different atmosphere. Portovenere sits at the entrance to the Gulf of Poets.

If I were planning 2 nights from Milan

Friday: Milan → Camogli, dinner by the sea
Saturday: Camogli → San Fruttuoso → Portofino → Santa Margherita
Sunday: relaxed breakfast + swim/walk → back to Milan

It's a particularly nice combination because you get small fishing villages, hiking, boats, swimming, focaccia and a glamorous seaside town without spending the whole weekend moving around.

If you tell me when you're going (month/weekend) and whether you prefer beach, hiking, romantic, nightlife, food, or quiet, I can narrow it down to 2-3 specific places and give you a weekend itinerary from Milan.

The map cards ChatGPT shows
Name Score Category Address Phone
Portofino - - 16034 Metropolitan City of Genoa, Italy -
Cinque Terre - - Province of La Spezia, Italy -
Finale Ligure - - 17024 Province of Savona, Italy -
Sanremo - - 18038 Province of Imperia, Italy -

Cited sourcesLiguria.info (eJamo)Italia.it

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