Measuring the existence of Italian tourism in the age of the Zero Click Economy. The first research on the sector's visibility in the AI universe

A growing share of travellers plans and makes choices by consulting ChatGPT, Gemini or Perplexity, receiving a ready-made response with a selection of suggestions. The zero-click economy means that decision-making behaviour is changing: how visible is Italian tourism in artificial intelligence responses? Are Italian hotels being recommended? Are our destinations featured? We present the first research study dedicated to the AI visibility of the Italian tourism system, conducted on two fronts: the leading hotel brands and destinations, from major cities of art to emerging territories. We will examine who is being cited and who is being overlooked, which sources feed the models' responses, and which factors determine the presence — or absence — of a brand or destination. One hour of unprecedented data and actionable insights to understand how visibility is built in a world where the click no longer exists.