Top Travel & Tourism Websites in Italy

Name: Top websites in Italy (Travel & Tourism)
Creator: Semrush
License: https://sem2.almunjizun.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 April 2026

April 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

24.4M

41.73%10.18M

58.27%14.22M

↓12.61%

↓0.52%

Direct

tripadvisor.it

17.83M

20.96%3.74M

79.04%14.09M

↓12.2%

↓12.73%

Search

lefrecce.it

13.77M

25.2%3.47M

74.8%10.3M

↑4.85%

↓9.79%

Referral

trenitalia.com

11.93M

30.23%3.61M

69.77%8.32M

↑3.29%

↓10.47%

Direct

ryanair.com

8.86M

31.97%2.83M

68.03%6.03M

↓13.61%

↓4.59%

Direct

skyscanner.it

8.82M

36.49%3.22M

63.51%5.6M

↓25.02%

↑3.73%

Direct

airbnb.it

6.01M

36.75%2.21M

63.25%3.8M

↓13.13%

↓12.96%

Direct

skylinewebcams.com

3.97M

23.29%925.67K

76.71%3.05M

↑2.26%

↓4.5%

Direct

getyourguide.com

3.3M

27.8%917.87K

72.2%2.38M

↑37.36%

↑94.01%

Direct

thetrainline.com

3.23M

19.3%622.75K

80.7%2.6M

↑16.47%

↓8.39%

Direct

vivaticket.com

3.19M

22.79%727.06K

77.21%2.46M

↓20.3%

↑50.81%

Direct

flixbus.it

2.68M

24.04%643.27K

75.96%2.03M

↓28.06%

↓0.41%

Direct

viaggiatreno.it

2.54M

8.29%210.63K

91.71%2.33M

↑21.93%

↓1.64%

Direct

trip.com

2.35M

36.87%867.16K

63.13%1.49M

↓51.96%

↑151.16%

Direct

flightradar24.com

2.23M

38.5%859.47K

61.5%1.37M

↓49.42%

↑48.36%

Direct

edreams.it

2.05M

29.98%614.69K

70.02%1.44M

↓35.99%

↓7.29%

Direct

vivaticket.it

1.98M

22.65%448.43K

77.35%1.53M

↓21.94%

↑1.53%

Direct

easyjet.com

1.96M

40.08%786.44K

59.92%1.18M

↓36.13%

↑8.08%

Direct

wizzair.com

1.96M

43.86%857.64K

56.14%1.1M

↓31.81%

↑7.64%

Direct

komoot.com

1.7M

43.75%744.94K

56.25%957.86K

↑34.46%

↑10.11%

Direct

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

As of April 2026, booking.com leads Travel & Tourism in Italy with 24.4M monthly visits. Its audience skews mobile-first (41.73% desktop / 41.73% mobile), and traffic is down month over month -12.61% and down year over year -0.52%. tripadvisor.it holds second with 17.83M visits and a mobile-leaning mix (20.96% desktop / 79.04% mobile), while lefrecce.it ranks third with 13.77M visits.

Across the leaders, kkday.com is the most mobile-first (99.65% of visits), whereas americanexpress.com is the most desktop-reliant (46.89%). Momentum favors spiagge.it in the latest month (794.38%), while kkday.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, 86 of the top 100 sites are direct-led, 11 are search-led, and 3 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