Top Travel & Tourism Websites in Italy

Name: Top websites in Italy (Travel & Tourism)
Creator: Semrush
License: https://semrush-3.ahsanprinters.com/_semrush_origin/semrush-3.ahsanprinters.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 August 2026

August 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

42.57M

33.79%14.38M

66.21%28.19M

↑3.7%

↓2.51%

Direct

tripadvisor.it

27.51M

18.44%5.07M

81.56%22.43M

↑16.1%

↓22.57%

Search

lefrecce.it

14.36M

23.13%3.32M

76.87%11.04M

↓6.81%

↓8.65%

Referral

trenitalia.com

12.36M

27.52%3.4M

72.48%8.96M

↓5.37%

↓8.39%

Direct

skyscanner.it

11.55M

32.34%3.74M

67.66%7.81M

↑10.93%

↓4.69%

Direct

ryanair.com

11.45M

29.42%3.37M

70.58%8.08M

↑16.55%

↓7.54%

Direct

getyourguide.com

9.51M

17.48%1.66M

82.52%7.85M

↑49.68%

↑297%

Direct

airbnb.it

7.84M

35.95%2.82M

64.05%5.02M

↓10.74%

↓4.75%

Direct

skylinewebcams.com

6.12M

21.99%1.34M

78.01%4.77M

↓0.06%

↓13.62%

Direct

flightradar24.com

4.54M

26.64%1.21M

73.36%3.33M

↑39.14%

↑32.87%

Direct

thetrainline.com

4.12M

28.29%1.16M

71.71%2.95M

↑19.27%

↓15.86%

Direct

flixbus.it

3.54M

20.47%724.63K

79.53%2.82M

↑5.43%

↑3.79%

Direct

edreams.it

3.53M

21.67%764.78K

78.33%2.76M

↑10.63%

↓7.96%

Direct

wizzair.com

3.46M

34.94%1.21M

65.06%2.25M

↑13.4%

↑4.38%

Direct

tripadvisor.com

3.37M

27.75%936.4K

72.25%2.44M

↑68.42%

↓10.45%

Search

vivaticket.com

3.24M

19.93%645.53K

80.07%2.59M

↑5.54%

↑38.8%

Direct

trivago.it

3.16M

26.88%849.89K

73.12%2.31M

↑8.89%

↓1.94%

Direct

trip.com

2.97M

30.69%912.31K

69.31%2.06M

↓21.7%

↑118.59%

Direct

easyjet.com

2.82M

35.68%1.01M

64.32%1.81M

↓3.59%

↑5.73%

Direct

lastminute.com

2.79M

21.46%599.79K

78.54%2.19M

↑4.31%

↑5.2%

Direct

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

As of August 2026, booking.com leads Travel & Tourism in Italy with 42.57M monthly visits. Its audience skews mobile-first (33.79% desktop / 33.79% mobile), and traffic is up month over month 3.7% and down year over year -2.51%. tripadvisor.it holds second with 27.51M visits and a mobile-leaning mix (18.44% desktop / 81.56% mobile), while lefrecce.it ranks third with 14.36M visits.

Across the leaders, agendaonline.it is the most mobile-first (99.19% of visits), whereas airbnb.com is the most desktop-reliant (47.71%). Momentum favors aeroporto.catania.it in the latest month (298.08%), while klook.com 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, 85 of the top 100 sites are direct-led, 11 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