Skip to content
AI Observatory · Italian tourism

Italy/The region in general/Sicilia

The region in general · Sicilia

01The places

Most named places in Sicilia

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. 3Siracusatown83%±——
  2. 4Cefalùtown82%±——
  3. 5Etnamountain79%±——
  4. 6Nototown70%±——
  5. 9Isola Ortigiaisland57%±——
  6. 11Aeolian Islandsarea42%±——
  7. 13Ragusa Iblaresort36%±——
  8. 15Riserva Naturale Dello Zingaroarea33%±——

Hotels measured inAgrigentoCataniaEriceModicaPalermoSan Vito Lo CapoTaormina

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
Palermo 92% ±— —98%70%98%95%100%
Taormina 86% ±— —100%68%75%95%93%
Siracusa 83% ±— —100%63%68%95%88%
Cefalù 82% ±— —70%55%90%95%100%
Etna 79% ±— —95%58%78%88%75%
Noto 70% ±— —98%35%70%90%55%
Catania 61% ±— —73%50%55%73%55%
Modica 58% ±— —73%23%60%85%50%
Isola Ortigia 57% ±— —53%38%83%65%48%
Agrigento 47% ±— —63%48%35%48%40%
02Who tells the story

Who tells this destination's story

Every time AI answers about Sicilia 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

  • DMO8%
  • Hotel<1%
  • OTA11%
  • Other sources81%

Other sources, 81%: 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 blogs25%Catania Apartments & Guides · Voyage Tips · We Are Global Travellers
  • Newspapers and magazines16%National Geographic · Time Out · Condé Nast Traveler
  • Transport and services10%Boscolo · Locauto · Alpitour
  • Social and video7%YouTube · Reddit · Facebook
  • Guidebooks and encyclopedias6%Lonely Planet · Rick Steves
  • Maps and apps5%Google Maps
  • Private tourism portals4%Sicilia.info (eJamo) · Affitti Bucca · Inera
  • Institutions and associations3%Parco Valle dei Templi Agrigento · UNESCO
  • Attractions and activities2%
  • Unclassified2%Smartbox
  • Hotel listings<1%Charming Sicily
  • Real estate and holiday homes<1%

DMO by DMO, engine by engine

Across the category questions in Sicilia, 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 national26% ±— —78%0%5%3%45%
Visit Sicily regional13% ±— —57%5%0%0%0%
ENIT national3% ±— —15%0%0%0%0%
Regione Siciliana regional2% ±— —0%10%0%0%0%
Sito UNESCO Parco dell'Etna park authority2% ±— —0%8%0%0%0%
Comune di Siracusa municipal1% ±— —0%5%0%0%0%
Comune di Catania municipal1% ±— —0%5%0%0%0%
Palermo Welcome – Comune di Palermo municipal<1% ±— —3%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
36%
of answers cite at least one DMO ±—
Hotel
1%
of answers cite a hotel's own site ±—
OTA
29%
of answers cite an OTA ±—
Other sources
71%
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
ChatGPT100%0%Copilot28%0%Gemini5%5%Grok3%0%Perplexity45%0%

For comparison: OTAs

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

  1. 1Tripadvisor14%±——
  2. 2GetYourGuide8%±——
  3. 3Viator7%±——
  4. 4Civitatis6%±——
  5. 5Expedia4%±——
  6. 5Go Ask A Local3%±——
  7. 7Agoda3%±——
  8. 8Winalist3%±——
04The questions

The questions · Sicilia

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 to do in Sicily?

Search: things to do in sicily · 137,700 Google searches a year

  1. 1Palermo96%
  2. 2Etna88%
  3. 3Cefalù84%

DMO 44%Hotel 0%

EN

what to see in Sicily?

Search: places to visit in sicily · 39,700 Google searches a year

  1. 1Palermo84%
  2. 2Cefalù76%
  3. 3Taormina76%

DMO 44%Hotel 0%

EN

what is the best itinerary for a trip in Sicily?

Search: sicily itinerary · 16,260 Google searches a year

  1. 1Cefalù100%
  2. 2Noto100%
  3. 3Palermo100%

DMO 20%Hotel 0%

EN

where to go for a weekend in Sicily?

Search: sicily weekend · 1,900 Google searches a year

  1. 1Taormina100%
  2. 2Palermo84%
  3. 3Cefalù80%

DMO 20%Hotel 0%

IT

cosa vedere in Sicilia?

Search: cosa vedere in sicilia · 26,400 Google searches a year

  1. 1Palermo84%
  2. 2Siracusa84%
  3. 3Taormina84%

DMO 52%Hotel 0%

IT

dove andare per un weekend in Sicilia?

Search: weekend in sicilia · 19,280 Google searches a year

  1. 1Palermo100%
  2. 2Taormina100%
  3. 3Catania92%

DMO 32%Hotel 8%

IT

qual è il miglior itinerario per un viaggio in Sicilia?

Search: tour sicilia · 16,980 Google searches a year

  1. 1Palermo96%
  2. 2Siracusa96%
  3. 3Agrigento92%

DMO 20%Hotel 0%

IT

cosa fare in Sicilia?

Search: cosa fare in sicilia · 2,900 Google searches a year

  1. 1Etna96%
  2. 2Siracusa96%
  3. 3Palermo92%

DMO 56%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 to do in Sicily?»

ChatGPT · gpt-5-6

Sicily is huge, so I’d choose a region rather than trying to see the whole island in one trip. The main highlights are a mix of ancient ruins, Baroque towns, beaches, volcanoes, food, and beautiful coastal scenery.

🇮🇹 My Sicily shortlist

1. Palermo - 2 days
Wander the historic center, see the Norman Palace and Palatine Chapel, visit the lively markets, and eat your way through Sicilian street food.
→ Add Monreale for its cathedral and views.

2. Taormina - 1-2 days
The classic postcard Sicily: Greek Theatre, views over the Ionian Sea, Corso Umberto, and Isola Bella.

3. Mount Etna - ½-1 day
Take a trip onto Europe's highest active volcano, ideally with a guided excursion. The landscape around Etna is spectacular.

4. Syracuse + Ortigia - 1-2 days
One of my favorite combinations for atmosphere: wander the narrow streets of Ortigia, see the cathedral and waterfront, then visit the ancient Greek theatre and Neapolis archaeological area.

5. Noto + Modica + Ragusa - 1-2 days
Beautiful southeastern Baroque towns, especially around sunset. Noto is particularly famous for its Baroque architecture.

6. Valley of the Temples - half/full day
An extraordinary ancient Greek archaeological site with remarkably preserved Doric temples.

7. Cefalù - 1 day
Pretty medieval town, excellent beach, old streets and a dramatic Norman cathedral. It pairs particularly well with Palermo.

8. Beaches & islands 🏖️
For turquoise water and a more relaxed trip, look at San Vito Lo Capo, Favignana, the Aeolian Islands, or the Egadi Islands. Sicily's official tourism sources highlight the smaller islands as major destinations in their own right.

🍋 Don't leave without eating

Try:

  • Arancini/arancine
  • Pasta alla Norma
  • Pasta con le sarde
  • Caponata
  • Sicilian cannoli
  • Granita + brioche
  • Pistachio desserts around Bronte
  • Fresh seafood

🚗 If you have 7 days

I'd do a western/eastern split like:

Days 1-2: Palermo + Monreale
Day 3: Cefalù
Day 4: Taormina
Day 5: Etna + Catania
Day 6: Syracuse/Ortigia
Day 7: Noto + Modica/Ragusa

For 10-14 days, I'd add Agrigento/Valley of the Temples and either the west coast (Trapani/Erice/San Vito Lo Capo) or an island.

If you tell me how many days you have, whether you're driving, and whether you're more into beaches / food / history / nightlife / nature, I can map out a day-by-day Sicily itinerary.

Cited sourcesIneraItalia.itENITVisit Sicily

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