Digital tourism is one of the fastest growing sectors of the Italian economy. In general, travelers’ habits have changed significantly. Currently, most trip planning and booking happens through digital platforms, dedicated websites, and mobile apps. If you’re looking to start an online travel agency or modernize an existing one by going digital, now could be a great time to move forward.

This article covers the current trends in Italy’s online tourism economy. We provide reasons that it could be a good decision to open an online travel agency right now. We also discuss the legal requirements for selling online travel and the importance of a travel agency’s technical director.

What’s in this article?

• The economics of online tourism in Italy
  
• Who are the key players in online tourism?
  
• What are the advantages of opening an online travel agency?
  
• How to take an existing travel agency online
  
• Business models for selling travel online
  
• Requirements for starting an online travel agency
  
• How much does it cost to start an online travel agency?
  
• Payment systems for selling travel online
  

The economics of online tourism in Italy

In recent years, online tourism has emerged as a major engine of growth in the digital services sector. In 2022, digital travel in Italy generated over €16 billion in revenue, according to the Digital Innovation in Tourism Observatory at Milan Polytechnic. In addition, fully online bookings made up 59% of accommodation reservations and 63% of transportation bookings, helped by the widespread use of mobile devices and dedicated platforms.

This shows how much customer habits have changed. For example, today’s travelers are better informed, more independent when choosing destinations, and more likely to rely on comparison tools, reviews, and online planning resources. At the same time, tourism services are increasingly focused on personalization and creating customized experiences.

This shift has impacted every part of the tourism supply chain—from flights and hotels to package deals and local experiences. More and more customers choose online travel agencies over traditional ones because of personalized deals, flexibility, and user-friendly interfaces.

Who are the key players in online tourism?

Various players with different roles are involved in the online travel industry:

• Travel agencies
  They serve as intermediaries between customers and tourism service providers. They provide personalized advice, support before and after sales, and custom packages with flight booking, accommodations, transfers, and insurance.

• Tour operators
  They put together prearranged travel packages by combining services such as flights, hotels, and excursions. Then, they sell the packages directly to customers or through partner agencies. Tour operators play an important role in negotiating with suppliers and shaping offers.

• Online travel agencies (OTAs)
  These are companies such as Booking.com, Expedia, or eDreams that can create a wide range of offers from different providers. This allows customers to compare prices, check availability, read reviews, and book in just a few clicks.

• Local experience portals
  These are companies such as GetYourGuide or Civitatis that specialize in selling activities, guided tours, excursions, and attraction tickets online. They offer a high level of personalization and often work with local providers.

• E-travel tech startups
  These provide innovative solutions using artificial intelligence, recommendation algorithms, chatbots, augmented reality, or virtual reality. Some target niche markets such as eco-friendly travel or immersive experiences, helping drive the digital transformation of the tourism sector.

What’s the difference between a travel agency and a tour operator?

The key difference between a travel agency and a tour operator is their role within the tourism supply chain. A tour operator designs and puts together full travel packages—including flights, hotels, and excursions—by buying individual services from various suppliers.

A travel agency, by contrast, works as an intermediary: it sells packages created by tour operators or puts together personalized trips for clients. In short, the tour operator creates the travel offer, while the agency delivers it and manages the connection with the customer.

What are the advantages of opening an online travel agency?

If you want to pursue travel sales, launching an online travel agency offers several benefits compared to running a physical one. Here are some key benefits:

• Lower startup costs
  Unlike a physical agency, an online travel agency doesn’t need office space or furnishings, and startup costs can be kept low by using white label or affiliate platforms. White label solutions are prebuilt platforms you can brand as your own, which allows you to offer services without developing them yourself. This makes it possible to get started, even with a limited budget.

• Access to a broad market
  Running your business online lets you reach a much wider audience—potentially across all of Italy and internationally—without being limited by location.

• Response to increasing demand
  More and more people are using the internet to search for, compare, and book trips. This trend is likely to keep growing, driven in part by younger generations that prefer quick, digital options.

• Operational flexibility
  You can manage the business from anywhere, with flexible hours that suit your needs.

How to take an existing travel agency online

If you already have a traditional travel agency, shifting it online could help you meet changing customer habits and market demands. Going digital includes building a website, but it also means reworking your business model to tap into digital tools, reshaping the travel consultant role, and offering a more customized service based on each customer’s needs. The aim is to combine technology with personal consulting to add value to the travel experience.

Here’s how to take your travel agency digital:

• Build a professional website: The site should work well on mobile devices and let customers browse offers, book trips, request quotes, and get help through live chat.
  
• Set up secure, integrated online booking and payment systems: This can offer customers a smooth experience and cut down on manual work.
  
• Use digital marketing strategies: These include search engine optimization (SEO), Google Ads, automated newsletters, content marketing, and social media management. These strategies can help boost visibility and bring in new customers.
  
• Automate tasks: Digital tools can help simplify and speed up your online travel agency’s daily operations. For instance, a customer relationship management (CRM) platform can help you handle customer contacts and inquiries more efficiently. Email marketing tools send automated, personalized messages, while chatbots can respond to common questions anytime.
  
• Use a multichannel approach: You should use more than your website. For example, you can broaden your reach and connect with new customer groups by setting up profiles on OTA platforms, marketplaces, and metasearch engines such as Skyscanner or Trivago.
  
• Analyze your data: Monitor how your online travel agency performs—such as website traffic, conversions, and marketing camp.
  

Business models for selling travel online

To sell travel online, you can pick from several business models. Each offers different features, investment levels, and degrees of independence:

• Franchising
  This model is especially well-suited for those looking to start with backing from a well-known brand. The franchisor offers expertise, technology, training, and continuous support. You operate your online travel agency under their brand, with access to a catalog of offers and built-in marketing tools. It’s a good option for those who want to lower business risks and get started quickly.

• Self-employed online agency
  This is the most independent option. You can either sell your own travel packages online or resell those offered by tour operators and other providers. You’ll have complete control over your website, business approach, and brand identity. However, it demands knowledge in marketing, tech, and legal matters, along with a bigger up-front investment.

• White labeling
  This option lets you start an online travel agency using a ready-made platform offered by a tour operator or tech provider. You add your logo and branding, and the partner handles the technical setup and content. This is a hybrid model, ideal for those who want some customization without building the site or content from the ground up.

• Affiliation
  You can promote and sell travel or tourism services from a partner company and earn a commission for every sale. This model has the lowest barrier to entry and is also great for those who want to start part-time or try out the market without making a big up-front investment.

Requirements for starting an online travel agency

Here’s what you need to do to open an online travel agency in Italy. Beyond business and digital know-how, you must follow a specific legal framework. This can vary slightly by region but generally involves these key steps:

• Register for a value-added tax (VAT) number: Use Classification of Economic Activity (ATECO) code 79.11.00, which covers travel agency activities.
  
• Register with the Business Register: Among the various requirements necessary for starting an ecommerce business is registration with the Chamber of Commerce responsible for the territory, indicating the type of tourism activity performed.
  
• Appoint a technical director: This is a legally required role that must meet certain professional qualifications. We discuss these in depth below.
  
• Take out a professional liability insurance policy: This covers any damages to clients or third parties resulting from the agency’s operations.
  
• Submit the Certified Notice of Business Start (SCIA): Provide this to the appropriate municipality to officially start your business.
  
• Implement customer protection measures: These include clear contracts, the right of withdrawal, complaint handling procedures, and proper precontractual information.
  
• Ensure General Data Protection Regulation (GDPR) compliance: This helps to protect customers’ personal data collected online, including consent forms, privacy policies, and cookie notices.
  
• Comply with regional tourism regulations: This can include extra steps or specific obligations, such as notifying local tourism boards or joining regional registries.
  
• Meet tax and accounting requirements: This includes electronic invoicing, handling receipts, and choosing a tax regime. You can choose simplified options, such as the flat-rate regime.
  

If you plan to open an online travel agency, it’s a good idea to consult with an accountant and, if possible, a tourism industry expert to make sure you’re fully compliant. This can help you avoid fines and disruptions.

What does a technical director of a travel agency do?

To legally open and run your business, you must appoint a travel agency technical director who is responsible for the following:

• Ensuring the accuracy of travel offers and making sure packages follow regulations and protect customer rights
  
• Overseeing booking, sales, and customer service processes to ensure the quality of services offered
  
• Acting as the technical liaison with public authorities, such as the region and municipality, and personally taking responsibility for any violations
  
• Managing staff and helping to train team members within the agency
  
• Assisting the owner or management in boosting process efficiency and ensuring regulatory compliance
  

The travel agency’s technical director can be either the owner or an external person, as long as they are listed in the regional registers. This makes it possible for someone who doesn’t meet the licensing criteria to still launch a business by partnering with a qualified professional. The technical director of a travel agency must meet specific criteria outlined in Ministerial Decree 1432/2021, including the following:

• Relevant educational qualification (e.g., diploma in tourism)
  
• Professional experience in the sector
  
• Sufficient understanding of topics such as tourism law, management and operations of travel and tourism agencies, tourism geography, transportation systems, and tourism marketing
  
• Knowledge of at least two foreign languages—including English—proven through official certifications
  

How much does it cost to start an online travel agency?

The average cost to start an online travel agency ranges from €4,500–€15,000, depending on factors such as business model and customization. The main costs include the following:

Payment systems for selling travel online

If you plan to open an online travel agency, another key factor to consider is selecting a payment service provider. Choosing the right provider is important to ensure fast, easy payment processing and access to the payment methods best suited to your business.

With tools such as Stripe Payments and its Optimized Checkout Suite, you can accept payments online and in person worldwide, boost conversions, stay compliant, and save time on technical setup.

If you plan to run a platform or marketplace that brings together offers from multiple agencies or tour operators, consider using a solution such as Stripe Connect. Connect is built to handle payments between multiple parties in a clear and compliant way. It lets you quickly set up a full marketplace payment system, automatically distribute commissions to each vendor, apply deductions, and simplify reporting. It’s the perfect choice if you’re aiming to launch a flexible, professional travel platform that’s ready for international growth.