Top Travel & Tourism Websites in Italy

Name: Top websites in Italy (Travel & Tourism)
Creator: Semrush
License: https://sem1.heaventechit.com/company/legal/terms-of-service/

Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.

Most Visited Travel & Tourism Websites in Italy, Updated March 2026

March 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

27.92M

41.9%11.7M

58.1%16.22M

↑25.2%

↑0.72%

Direct

tripadvisor.it

20.3M

19.37%3.93M

80.63%16.37M

↑49.47%

↓8.95%

Search

lefrecce.it

13.13M

29.19%3.83M

70.81%9.3M

↑32.19%

↓8.62%

Referral

skyscanner.it

11.76M

36.16%4.25M

63.84%7.51M

↑28.47%

↑6.54%

Direct

trenitalia.com

11.55M

34.59%3.99M

65.41%7.55M

↑23.41%

↓10.12%

Direct

ryanair.com

10.25M

35.54%3.64M

64.46%6.61M

↑15.92%

↓3.71%

Direct

airbnb.it

6.92M

37.27%2.58M

62.73%4.34M

↑29.06%

↓13.35%

Direct

trip.com

4.9M

19.3%945.25K

80.7%3.95M

↑56.54%

↑166.89%

Direct

flightradar24.com

4.41M

35.1%1.55M

64.9%2.86M

↑183.28%

↑52.4%

Direct

vivaticket.com

4M

19.14%766.01K

80.86%3.24M

↑27.47%

↑56.26%

Direct

skylinewebcams.com

3.89M

32.77%1.27M

67.23%2.61M

↓3.52%

↑0.16%

Direct

flixbus.it

3.72M

21.78%810.09K

78.22%2.91M

↑62.49%

↓0.47%

Direct

edreams.it

3.2M

25.95%831.19K

74.05%2.37M

↑22.3%

↓3.26%

Direct

easyjet.com

3.07M

35.34%1.09M

64.66%1.99M

↑31.12%

↑9.79%

Direct

agoda.com

3.06M

10.61%325.08K

89.39%2.74M

↑28.71%

↑175.94%

Direct

klook.com

3.04M

5.5%167.07K

94.5%2.87M

↑47.04%

↑907.29%

Direct

wizzair.com

2.87M

35.75%1.03M

64.25%1.84M

↑22.7%

↑9.03%

Direct

thetrainline.com

2.77M

23.47%650.24K

76.53%2.12M

↑30.91%

↓0.98%

Direct

getyourguide.it

2.63M

8.41%221.33K

91.59%2.41M

↓7.4%

↑34.41%

Direct

vivaticket.it

2.54M

17.78%450.88K

82.22%2.09M

↑52.77%

↑1.04%

Direct

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Key Insights on Top Travel & Tourism Websites in Italy on March 2026

As of March 2026, booking.com leads Travel & Tourism in Italy with 27.92M monthly visits. Its audience skews mobile-first (41.9% desktop / 41.9% mobile), and traffic is up month over month 25.2% and up year over year 0.72%. tripadvisor.it holds second with 20.3M visits and a mobile-leaning mix (19.37% desktop / 80.63% mobile), while lefrecce.it ranks third with 13.13M visits.

Across the leaders, kkday.com is the most mobile-first (99.74% of visits), whereas voyage-prive.it is the most desktop-reliant (58.37%). Momentum favors fondoambiente.it in the latest month (332.34%), while tenutavaldorso.it shows the steepest pullback.

Acquisition patterns also differ: booking.com is driven primarily by search, booking.com by direct, and booking.com by referral; overall, 90 of the top 100 sites are direct-led, 9 are search-led, and 1 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.

Top Travel & Tourism Websites in Italy