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AI Observatory · Italian tourism

Italy/The region in general/Toscana

The region in general · 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. 4Val d'Orciaarea87%±——
  2. 5Luccatown87%±——
  3. 6Pisatown81%±——
  4. 7Monti del Chiantiarea62%±——
  5. 10Montepulcianotown52%±——
  6. 12Bagno Vignoniresort39%±——
  7. 13Saturniaresort31%±——
  8. 14Maremmaarea28%±——
  9. 15San Quirico d'Orciatown27%±——

Hotels measured inFirenzeMontalcinoPienzaSan 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
Siena 92% ±— —100%90%83%90%98%
Firenze 92% ±— —83%100%90%85%100%
San Gimignano 92% ±— —98%90%83%95%93%
Val d'Orcia 87% ±— —95%85%85%95%75%
Lucca 87% ±— —90%78%83%93%90%
Pisa 81% ±— —78%80%75%85%88%
Monti del Chianti 62% ±— —88%57%23%68%75%
Pienza 57% ±— —75%8%68%80%55%
Montalcino 56% ±— —78%23%58%83%40%
Montepulciano 52% ±— —43%35%70%80%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

  • DMO10%
  • Hotel2%
  • OTA11%
  • 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 blogs18%MEL365 · A Lovely Planet · Earth Trekkers
  • Maps and apps15%Google Maps
  • Newspapers and magazines10%The Times · Charming Tuscany · Italia Mia
  • Guidebooks and encyclopedias9%Rick Steves · Lonely Planet · Rough Guides
  • Private tourism portals7%Toscana.info · regionetoscana.org · Discover Tuscany
  • Transport and services7%Boscolo · WeRoad · Tramundi
  • Social and video6%YouTube · Facebook · Reddit
  • Unclassified1%duomo.firenze.it · Macs Adventure
  • Attractions and activities1%
  • Institutions and associations1%Opera della Primaziale Pisana
  • Real estate and holiday homes<1%The Thinking Traveller
  • Hotel listings<1%

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 regional35% ±— —90%5%13%28%40%
Italia.it national18% ±— —23%0%15%0%53%
Comune di Firenze municipal3% ±— —0%18%0%0%0%
Visit Val d'Orcia area-wide2% ±— —10%0%0%0%0%
Visit Siena municipal2% ±— —8%0%0%0%0%
Comune di Lucca municipal2% ±— —0%8%0%0%0%
Parco Nazionale Arcipelago Toscano park authority1% ±— —0%5%0%0%0%
Turismo Lucca municipal1% ±— —5%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
48%
of answers cite at least one DMO ±—
Hotel
9%
of answers cite a hotel's own site ±—
OTA
27%
of answers cite an OTA ±—
Other sources
65%
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
ChatGPT98%0%Copilot25%13%Gemini25%8%Grok28%0%Perplexity65%23%

For comparison: OTAs

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

  1. 1Tripadvisor10%±——
  2. 2Viator8%±——
  3. 3GetYourGuide6%±——
  4. 4Google Hotels5%±——
  5. 5Expedia3%±——
  6. 6Agoda3%±——
  7. 6Go Ask A Local3%±——
  8. 8Bluepillow2%±——
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 to do in Tuscany?

Search: things to do in tuscany · 52,200 Google searches a year

  1. 1Firenze100%
  2. 2San Gimignano100%
  3. 3Siena100%

DMO 68%Hotel 0%

EN

what to see in Tuscany?

Search: places to visit in tuscany · 20,300 Google searches a year

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

DMO 72%Hotel 0%

EN

what is the best itinerary for a trip in Tuscany?

Search: tuscany itinerary · 8,560 Google searches a year

  1. 1Firenze100%
  2. 2Siena100%
  3. 3Pisa96%

DMO 20%Hotel 4%

EN

where to go for a weekend in Tuscany?

Search: tuscany weekend · 1,070 Google searches a year

  1. 1San Gimignano88%
  2. 2Firenze84%
  3. 3Lucca76%

DMO 56%Hotel 16%

IT

cosa vedere in Toscana?

Search: cosa vedere in toscana · 25,700 Google searches a year

  1. 1Firenze100%
  2. 2Lucca96%
  3. 3Pisa96%

DMO 68%Hotel 20%

IT

dove andare per un weekend in Toscana?

Search: weekend in toscana · 13,760 Google searches a year

  1. 1Val d'Orcia76%
  2. 2Siena72%
  3. 3San Gimignano68%

DMO 32%Hotel 4%

IT

qual è il miglior itinerario per un viaggio in Toscana?

Search: tour toscana · 6,320 Google searches a year

  1. 1Firenze100%
  2. 2Lucca100%
  3. 3San Gimignano100%

DMO 16%Hotel 0%

IT

cosa fare in Toscana?

Search: cosa fare in toscana · 6,010 Google searches a year

  1. 1Firenze100%
  2. 2Siena100%
  3. 3Pisa96%

DMO 52%Hotel 24%

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 Tuscany?»

ChatGPT · gpt-5-6


Tuscany is one of those places where the driving between destinations is part of the experience. If it’s your first trip, I’d mix art/cities with countryside, food, wine, and small hill towns.

🌿 The highlights

  • Florence - Spend at least a full day here: Duomo, Uffizi, Ponte Vecchio, Piazza della Signoria, and sunset from Piazzale Michelangelo. Florence is the heart of Tuscany's Renaissance art and architecture.
  • Siena - Wander the historic center, see Piazza del Campo and the cathedral, and have lunch with local specialties such as pici.
  • San Gimignano - A beautiful medieval hill town famous for its towers. Go early or late in the day to avoid the busiest period.
  • Chianti - Rent a car and drive the countryside between Greve, Panzano, Castellina, Radda and Gaiole. It's particularly good for winery visits, olive oil, and long lunches.
  • Val d'Orcia - If you want the quintessential Tuscany landscape, prioritize this. Think rolling hills, cypress-lined roads, vineyards and hill towns such as Pienza, San Quirico d'Orcia and Montalcino. The landscape is UNESCO-listed.
  • Lucca - Walk or cycle the Renaissance-era walls, explore the compact old town, and have an unhurried evening.
  • Pisa - See the Leaning Tower and Piazza dei Miracoli; you can comfortably combine it with Lucca.
  • Hot springs - Consider Bagno Vignoni or the Saturnia area if you want a slower, relaxing day.
  • Cooking/food experience - Take a Tuscan cooking class or spend an afternoon at an agriturismo. Food is a major part of the region's appeal.

🍷 If you have 5 days

Day 1: Florence
Day 2: Florence → Siena
Day 3: Siena → San Gimignano → Chianti winery
Day 4: Chianti → Pienza → Val d'Orcia → Montalcino
Day 5: Val d'Orcia → Lucca or Pisa

For wine, you could make a dedicated stop at Montecalvi Winery near Greve, Fattoria Le Fonti in Panzano, or Le Miccine Vineyards & Winery near Gaiole. I'd book tastings ahead.

The official tourism site also has current itineraries for Chianti, Val d'Orcia, hiking and cycling. Visit Tuscany

If you tell me how many days you have, whether you’ll have a car, and whether you’re more into food/wine, scenery, towns, beaches, or hiking, I can map out a day-by-day Tuscany itinerary.

The map cards ChatGPT shows
Name Score Category Address Phone
Montecalvi Winery ⭐ 4.9/5 (191) Winery Via Citille, 85, 50022 Greve in Chianti FI, Italy +393762035688
Fattoria Le Fonti ⭐ 4.8/5 (194) Winery Via Case Sparse (Panzano), 50022 Panzano In Chianti FI, Italy +39055852194
Le Miccine Vineyards & Winery ⭐ 4.9/5 (235) Winery Località Le Miccine, 44, 53013 Gaiole in Chianti SI, Italy +390577749526

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.