Top Travel & Tourism Websites in Italy

Name: Top websites in Italy (Travel & Tourism)
Creator: Semrush
License: https://tool3.malikdev.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 February 2026

February 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

22.3M

47.3%10.55M

52.7%11.75M

↓12.68%

↑2.33%

Direct

tripadvisor.it

13.58M

25.06%3.4M

74.94%10.18M

↓14.74%

↓5.54%

Search

lefrecce.it

9.93M

28.83%2.86M

71.17%7.07M

↓15.85%

↓4.77%

Referral

trenitalia.com

9.36M

34.46%3.22M

65.54%6.13M

↓16.75%

↓7.91%

Direct

skyscanner.it

9.16M

40.97%3.75M

59.03%5.41M

↓25.9%

↑11.24%

Direct

ryanair.com

8.85M

37.63%3.33M

62.37%5.52M

↓12.83%

↓1.35%

Direct

airbnb.it

5.36M

37.54%2.01M

62.46%3.35M

↓11.77%

↓12.13%

Direct

skylinewebcams.com

4.03M

27.58%1.11M

72.42%2.92M

↓32.96%

↑2.67%

Direct

vivaticket.com

3.14M

21.97%689.88K

78.03%2.45M

↓32.39%

↑62.48%

Direct

trip.com

3.13M

17.11%535.26K

82.89%2.59M

↓19.06%

↑157.99%

Direct

getyourguide.it

2.84M

27.16%772.22K

72.84%2.07M

↓13.65%

↑33.57%

Direct

edreams.it

2.62M

28.8%754.26K

71.2%1.86M

↑1.58%

↓3.45%

Direct

agoda.com

2.38M

12.2%290.52K

87.8%2.09M

↓9.21%

↑151.87%

Direct

easyjet.com

2.34M

49.94%1.17M

50.06%1.17M

↓17.53%

↑11.1%

Direct

wizzair.com

2.34M

44.48%1.04M

55.52%1.3M

↓2.49%

↑7.97%

Direct

flixbus.it

2.29M

24.66%564.55K

75.34%1.72M

↓8.82%

↓0.27%

Direct

thetrainline.com

2.12M

21.45%453.91K

78.55%1.66M

↓9.36%

↓1.5%

Direct

costacrociere.it

2.1M

18.51%388.64K

81.49%1.71M

↓26.82%

↑15.71%

Direct

klook.com

2.06M

3.32%68.6K

96.68%2M

↓3.44%

↑736.67%

Direct

viaggiatreno.it

1.96M

6.36%124.89K

93.64%1.84M

↓9.57%

↑9.01%

Direct

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

As of February 2026, booking.com leads Travel & Tourism in Italy with 22.3M monthly visits. Its audience skews mobile-first (47.3% desktop / 47.3% mobile), and traffic is down month over month -12.68% and up year over year 2.33%. tripadvisor.it holds second with 13.58M visits and a mobile-leaning mix (25.06% desktop / 74.94% mobile), while lefrecce.it ranks third with 9.93M visits.

Across the leaders, tenutavaldorso.it is the most mobile-first (99.95% of visits), whereas alpitourworld.it is the most desktop-reliant (91.24%). Momentum favors tenutavaldorso.it in the latest month (390.69%), while time.is 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, 86 of the top 100 sites are direct-led, 10 are search-led, and 4 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