Skip to content
AI Observatory · Italian tourism

Italy/Villages/Puglia

Villages · Puglia

01The places

Most named places in Puglia

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. 4Ostunitown90%±——
  2. 5Polignano a Maretown78%±——
  3. 6Otrantotown60%±——
  4. 7Specchiatown54%±——
  5. 13Peschicitown30%±——
  6. 14Vico del Garganotown28%±——

Hotels measured inAlberobelloBovinoCisterninoLocorotondoMartina FrancaMaruggioMonopoliMonte Sant'AngeloOstuniVieste

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
Alberobello 98% ±— —100%100%100%90%100%
Locorotondo 98% ±— —100%100%100%90%100%
Cisternino 92% ±— —100%100%100%90%70%
Ostuni 90% ±— —100%100%70%80%100%
Polignano a Mare 78% ±— —90%80%60%70%90%
Otranto 60% ±— —50%20%100%80%50%
Specchia 54% ±— —50%40%40%90%50%
Bovino 40% ±— —20%10%40%90%40%
Martina Franca 40% ±— —30%90%0%30%50%
Monopoli 38% ±— —30%40%20%40%60%
02Who tells the story

Who tells this destination's story

Every time AI answers about Puglia 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

  • DMO6%
  • Hotel2%
  • OTA13%
  • Other sources79%

Other sources, 79%: 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%Puglia Guys · Along Dusty Roads · Souvenir di Viaggio
  • Maps and apps14%Google Maps · Komoot · Pelago
  • Newspapers and magazines14%Travel365 · Idealista · Perle di Puglia
  • Private tourism portals9%visit.puglia.it · Turismo.Puglia.it · TourPuglia
  • Social and video5%YouTube · Instagram · Facebook
  • Transport and services4%Spiagge.it · Slow Active Tours
  • Real estate and holiday homes3%Puglia dei Trulli · Ruralis · The Thinking Traveller
  • Unclassified2%HDSalento
  • Institutions and associations2%I Borghi più belli d'Italia · Comune Monte Sant'Angelo
  • Guidebooks and encyclopedias2%Touring Club Italiano · Wikipedia
  • Attractions and activities2%Trullo Sovrano

DMO by DMO, engine by engine

Across the category questions in Puglia, 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 national25% ±— —71%0%22%12%22%
Comune di Alberobello municipal4% ±— —3%15%0%0%0%
Comune di Ostuni municipal2% ±— —11%0%0%0%0%
Comune di Martinafranca municipal2% ±— —9%0%0%0%0%
Comune di Cisternino municipal2% ±— —8%0%0%0%0%
Parco Nazionale del Gargano park authority2% ±— —5%0%3%0%0%
Viaggiare in Puglia regional2% ±— —0%3%5%0%0%
Comune di Locorotondo municipal<1% ±— —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
31%
of answers cite at least one DMO ±—
Hotel
15%
of answers cite a hotel's own site ±—
OTA
33%
of answers cite an OTA ±—
Other sources
78%
of answers cite guides, media, blogs ±—

out of 775 answers

Engine by engine

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

DMOHotel
ChatGPT83%9%Copilot18%2%Gemini22%29%Grok12%0%Perplexity22%34%

For comparison: OTAs

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

  1. 1Tripadvisor20%±——
  2. 2Google Hotels7%±——
  3. 3Expedia5%±——
  4. 4Civitatis4%±——
  5. 5Agoda3%±——
  6. 6Go Ask A Local3%±——
  7. 7GetYourGuide3%±——
  8. 8BarbarHouse2%±——
04The questions

The questions · Puglia

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 villages in Puglia?

Search: villages in puglia · 356,100 Google searches a year

  1. 1Alberobello96%
  2. 2Locorotondo96%
  3. 3Ostuni92%

DMO 16%Hotel 4%

IT

quali sono i borghi più belli in Puglia?

Search: borghi puglia · 2,360 Google searches a year

  1. 1Alberobello100%
  2. 2Cisternino100%
  3. 3Locorotondo100%

DMO 12%Hotel 20%

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 villages in Puglia?»

ChatGPT · gpt-5-6

Some of the most beautiful villages in Puglia are:

  • Locorotondo - perhaps the quintessential whitewashed village, with flower-filled balconies, winding lanes and superb views over the Valle d’Itria.
  • Ostuni - the famous “White City,” dramatically perched on a hill above olive groves and the Adriatic.
  • Alberobello - magical for its dense collection of trulli, the cone-roofed stone houses.
  • Cisternino - smaller and more atmospheric, with narrow white lanes, arches and excellent local food.
  • Polignano a Mare - spectacular coastal scenery, perched on limestone cliffs above the turquoise Adriatic and Lama Monachile beach.
  • Specchia - a quieter Salento village with beautiful stone architecture and a more authentic feel.

For pure beauty: I’d focus on Locorotondo + Cisternino + Ostuni + Alberobello in the Valle d’Itria; they're close enough to combine into an excellent 2-3 day itinerary.

Cited sourcesImmobiliare.itVisit ItalyIta.travelWelcome to Puglia

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