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AI Observatory · Italian tourism

Italy/The region in general/Umbria

The region in general · 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. 1Assisitown97%±——
  2. 2Orvietotown93%±——
  3. 3Perugiatown89%±——
  4. 5Spoletotown73%±——
  5. 12Cascata delle Marmore34%±——
  6. 13Parco Nazionale dei Monti Sibilliniarea29%±——
  7. 14Valnerinavalley27%±——

Hotels measured inBevagnaGubbioLago TrasimenoMontefalcoNorciaSpelloTodiTrevi

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
Assisi 97% ±— —100%94%100%89%100%
Orvieto 93% ±— —100%86%100%86%91%
Perugia 89% ±— —80%97%86%86%94%
Spello 79% ±— —94%40%89%80%91%
Spoleto 73% ±— —91%51%40%86%94%
Montefalco 69% ±— —91%26%77%89%60%
Lago Trasimeno 67% ±— —66%71%37%86%77%
Gubbio 65% ±— —66%40%46%80%94%
Bevagna 60% ±— —71%34%57%66%71%
Todi 54% ±— —57%29%37%80%69%
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

  • DMO10%
  • Hotel<1%
  • OTA12%
  • Other sources78%

Other sources, 78%: 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 blogs23%Shoot from the Trip · Where to Go In · Travlinmad Slow Travel Blog
  • Newspapers and magazines14%Travel + Leisure · The Telegraph · 10cose
  • Maps and apps12%Google Maps
  • Social and video8%YouTube · Facebook · Instagram
  • Transport and services5%Arche' Travel · Best Italy Tour · Umbria con Me
  • Attractions and activities5%Pozzo Etrusco · Basilica di San Francesco (Assisi) · Pozzo della Cava
  • Private tourism portals4%Umbria Experience · I Live Umbria
  • Guidebooks and encyclopedias3%Rick Steves · Lonely Planet · Lonely Planet Italia
  • Institutions and associations2%Camera di Commercio dell'Umbria
  • Real estate and holiday homes2%Fonti del Clitunno
  • Unclassified1%Secret Umbria
  • Hotel listings<1%

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 national30% ±— —40%0%29%17%66%
Umbria Tourism regional14% ±— —63%3%0%3%3%
Visit Assisi municipal7% ±— —37%0%0%0%0%
Perugia Turismo municipal7% ±— —0%31%0%0%3%
Regione Umbria regional2% ±— —0%11%0%0%0%
Comune di Spello municipal1% ±— —0%3%0%0%3%
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
47%
of answers cite at least one DMO ±—
Hotel
4%
of answers cite a hotel's own site ±—
OTA
29%
of answers cite an OTA ±—
Other sources
63%
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
ChatGPT83%9%Copilot34%0%Gemini29%3%Grok20%6%Perplexity69%3%

For comparison: OTAs

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

  1. 1Tripadvisor19%±——
  2. 2Go Ask A Local9%±——
  3. 3Viator6%±——
  4. 4Skyscanner4%±——
  5. 5Agoda3%±——
  6. 5Winalist3%±——
  7. 7Freedome3%±——
  8. 7Google Hotels3%±——
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 to do in Umbria?

Search: things to do in umbria · 7,190 Google searches a year

  1. 1Assisi100%
  2. 2Orvieto100%
  3. 3Perugia100%

DMO 80%Hotel 8%

EN

what to see in Umbria?

Search: what to see in umbria · 1,720 Google searches a year

  1. 1Assisi100%
  2. 2Orvieto100%
  3. 3Perugia100%

DMO 84%Hotel 0%

EN

where to go for a weekend in Umbria?

Search: umbria weekend · 1,190 Google searches a year

  1. 1Assisi96%
  2. 2Orvieto96%
  3. 3Montefalco80%

DMO 40%Hotel 4%

IT

cosa vedere in Umbria?

Search: cosa vedere umbria · 69,800 Google searches a year

  1. 1Assisi96%
  2. 2Perugia96%
  3. 3Orvieto92%

DMO 48%Hotel 0%

IT

dove andare per un weekend in Umbria?

Search: weekend in umbria · 10,010 Google searches a year

  1. 1Assisi92%
  2. 2Bevagna92%
  3. 3Spello92%

DMO 20%Hotel 12%

IT

cosa fare in Umbria?

Search: cosa fare in umbria · 6,300 Google searches a year

  1. 1Assisi100%
  2. 2Perugia100%
  3. 3Orvieto96%

DMO 44%Hotel 4%

IT

qual è il miglior itinerario per un viaggio in Umbria?

Search: tour umbria · 4,880 Google searches a year

  1. 1Assisi92%
  2. 2Perugia92%
  3. 3Spello92%

DMO 12%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 Umbria?»

ChatGPT · gpt-5-6


Umbria is fantastic if you like medieval hill towns, food and wine, art, and countryside. For a first trip, I’d focus on these:

🏛️ 1. Assisi

The obvious starting point: visit the Basilica of St. Francis, wander the medieval streets, and walk up toward Rocca Maggiore. The surrounding Monte Subasio area is also great for hiking.

Papal Basilica and Sacred Convent of Saint Francis in Assisi ⭐️ · 🗺️Direction·🌐Website·📞+39075819001

🍷 2. Montefalco + Bevagna

This is one of the best areas for a food-and-wine day. Montefalco has beautiful hilltop views and is famous for Sagrantino di Montefalco; pair a winery visit with lunch, then wander through tiny Bevagna.

For example, Enoteca L'Alchimista is right on Montefalco's main square, while Vineria Del Carmine and Cantina Tili Vini Bio are options for wine tasting.

⛪ 3. Orvieto

One of my top stops for a first visit. The city sits dramatically on a volcanic tufa plateau, with a spectacular Gothic cathedral and an underground world of caves, wells and Etruscan remains.

Don't miss the Pozzo di San Patrizio and an underground tour.

🌿 4. Spoleto

Spend half a day walking around the old town, seeing the cathedral and Ponte delle Torri, then climb toward the Rocca for views over the valley. It's particularly good if you want something less pilgrimage-focused than Assisi.

🏰 5. Perugia

Worth at least a day. Explore the historic center around Piazza IV Novembre, the Fontana Maggiore and Palazzo dei Priori, and wander the old streets and Etruscan remains.

The Fontana Maggiore ⭐️ · 🗺️Direction·🌐Website·📞

🌊 6. Marmore Falls + Valnerina

If you want nature, head southeast. The Cascata delle Marmore is spectacular, and the surrounding Valnerina offers hiking, rafting, canyoning and other outdoor activities.

🌸 7. Spello

A tiny, gorgeous hill town that works especially well combined with Assisi. Wander the Roman gates and flower-filled lanes, and visit the churches for Renaissance frescoes.

Venus' Gate ⭐️ · 🗺️Direction·🌐Website·📞

🍄 8. Eat your way around Umbria

Look for:

  • Tartufo (truffles)
  • Sagrantino wine
  • Norcia's cured meats
  • Umbrian lentils
  • Porchetta
  • Pecorino
  • Excellent olive oil
  • Strangozzi pasta

If you have 4 days

Day 1: Assisi → Spello
Day 2: Montefalco → Bevagna → winery
Day 3: Orvieto
Day 4: Spoleto → Marmore Falls

For 5-7 days, I'd add Perugia, Todi, Gubbio or Lake Trasimeno. The regional tourism itinerary itself uses a similar combination of Perugia, Assisi, Spoleto, Orvieto, Montefalco/Bevagna and Valnerina.

And if you're going right now (late September 2026), there are some seasonal events worth considering, including the Medieval Festival in Gubbio (Sept. 23-27), I Primi d'Italia in Foligno (Sept. 24-27), and the Orvieto Cinema Fest (through Sept. 27).

If you tell me how many days you have, whether you have a car, and whether you're more into food/wine, villages, nature, or art, I can map out a really good Umbria itinerary.

The map cards ChatGPT shows
Name Score Category Address Phone
Papal Basilica and Sacred Convent of Saint Francis in Assisi ⭐ 4.9/5 (50490) Tourist attraction Piazza Inferiore di S. Francesco, 2, 06081 Assisi PG, Italy +39075819001
Enoteca L'Alchimista ⭐ 4.6/5 (2513) Italian restaurant Piazza del Comune, 14, 06036 Montefalco PG, Italy +390742378558
Vineria Del Carmine ⭐ 4.9/5 (286) Winery Str. Castiglione Ugolino, 70, 06134 La Bruna PG, Italy +390759977698
Cantina Tili Vini Bio ⭐ 4.9/5 (334) Winery Via della Cannella, 2, 06181 Capodacqua PG, Italy +393534036652
The Fontana Maggiore ⭐ 4.7/5 (3195) Tourist attraction Piazza IV Novembre, 06123 Perugia PG, Italy -
Venus' Gate ⭐ 4.6/5 (679) Tourist attraction Via Torri di Properzio, 37, 06038 Spello PG, Italy -

Cited sourcesUmbria Tourism

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