Top Travel & Tourism Websites in Italy

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

As of January 2026, booking.com leads Travel & Tourism in Italy with 25.54M monthly visits. Its audience skews mobile-first (44.82% desktop / 44.82% mobile), and traffic is up month over month 18.67% and up year over year 1.89%. tripadvisor.it holds second with 15.93M visits and a mobile-leaning mix (22.96% desktop / 77.04% mobile), while skyscanner.it ranks third with 12.36M visits.

Across the leaders, abruzzoverdeblu.it is the most mobile-first (99.95% of visits), whereas komoot.com is the most desktop-reliant (50.27%). Momentum favors italyformovies.it in the latest month (172.6%), while aerobus.bo.it shows the steepest pullback. On a yearly view, ilmiogirointornoalmondo.it posts the strongest expansion (44,344.06%), contrasted with italia.it (-35%).

Acquisition patterns also differ: booking.com is driven primarily by search, booking.com by direct, and booking.com by referral; overall, 92 of the top 100 sites are direct-led, 7 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.