Italy needs no introduction. It is the world's fifth most visited country with 65 million annual visitors and the most UNESCO World Heritage Sites of any nation on Earth (59 sites). From Rome's ancient ruins to Venice's floating canals, Florence's Renaissance art to the Amalfi Coast's cliffside villages, Italy offers the most diverse tourism product in Europe. For travel agents, Italy is the reliable revenue generator that clients of all demographics, budgets, and travel styles want to book.
Why Italy Converts Better Than Any Other European Destination
- Universal appeal: Couples, families, seniors, solo travelers, foodies, art lovers, history buffs, and beach seekers all want Italy
- Multi-city demand: Clients rarely want just one Italian city, meaning higher package values. Average Italy booking is 7-10 nights
- Repeat bookings: Italy has the highest repeat visit rate in Europe. Clients who visit once almost always return for another region
- Year-round destination: Unlike Nordic destinations, Italy has strong demand across all 12 months
- Food and wine tourism: Culinary experiences command premium pricing with high margins for agents
Rome: The Eternal City
Every Italy itinerary starts or ends in Rome. The city's 2,800-year history is visible on every street corner, and the combination of ancient ruins, Vatican treasures, and vibrant modern Italian life creates an unforgettable experience.
Must-Include Rome Experiences
- Colosseum & Roman Forum - The 50,000-seat amphitheater is the world's most iconic ancient ruin. Book skip-the-line tickets or guided underground tours for premium clients. Arena floor access tour is the ultimate upsell
- Vatican Museums & Sistine Chapel - Michelangelo's ceiling is a pilgrimage for art lovers. Early morning or late afternoon entry avoids the worst crowds. Friday night openings available in summer
- St. Peter's Basilica - The world's largest church. Free entry but book dome climb (551 steps) for panoramic Rome views
- Trevi Fountain - Throw a coin to ensure a return to Rome. Best visited early morning or late evening to avoid crowds
- Pantheon - The best-preserved Roman building (2,000 years old). Free entry. The oculus opening in the dome is architectural genius
- Trastevere neighborhood - Cobblestone streets, ivy-covered buildings, and Rome's best trattorias. Perfect for evening food tours
- Borghese Gallery - Bernini sculptures and Caravaggio paintings in a beautiful villa setting. Must pre-book, limited to 360 visitors every 2 hours
Agent Tip: Rome Pass (48 or 72 hours) includes free public transport and discounted museum entries. Always include it in your packages as it saves clients money and reduces time in ticket queues.
Venice: The Floating City
Venice is unlike any place on Earth. Built on 118 islands connected by 400+ bridges, this car-free city of canals, palaces, and churches has been captivating travelers for centuries.
Must-Include Venice Experiences
- Gondola ride - The quintessential Venice experience. Official rate: EUR 80 for 30 minutes (up to 6 people). Private singing gondola is the premium option at EUR 120+
- St. Mark's Square & Basilica - The ornate Byzantine basilica with gold mosaics. Skip-the-line tickets save hours of waiting. Bell tower offers best aerial views of the city
- Doge's Palace - Gothic masterpiece, home of Venetian rulers for centuries. The Bridge of Sighs connects it to the old prison
- Murano & Burano islands - Murano for glass-blowing demonstrations, Burano for colorful fisherman houses and lace-making. Half-day boat tour
- Rialto Bridge & Market - Iconic bridge over the Grand Canal. Morning fish and produce market nearby for foodies
- Grand Canal water bus - Vaporetto Line 1 from Piazzale Roma to St. Mark's is the world's most scenic public transport route at just EUR 9.50
Important 2026 Update: Venice now charges a day-tripper entry fee (EUR 5-10 on peak days). Overnight hotel guests are exempt. This makes including at least one overnight in Venice even more important for your packages.
Florence & Tuscany: Art, Wine & Rolling Hills
Florence is the birthplace of the Renaissance and home to arguably the greatest concentration of art anywhere in the world. Combined with the Tuscan countryside, this region offers cultural depth and sensory pleasure in equal measure.
Florence Highlights
- Uffizi Gallery - Botticelli's Birth of Venus, da Vinci, Raphael, and Michelangelo all under one roof. Pre-booking essential, 2-3 hours minimum
- Duomo & Brunelleschi's Dome - Florence's cathedral with its iconic red dome. Climb 463 steps for breathtaking city views
- Ponte Vecchio - Medieval bridge lined with jewelers and goldsmiths. One of the most photographed bridges in the world
- Accademia Gallery - Home of Michelangelo's David. The original 5.17m marble masterpiece is genuinely awe-inspiring in person
- Piazzale Michelangelo - Panoramic viewpoint overlooking all of Florence. Best at sunset. Free access
- San Lorenzo Leather Market - Outdoor market for leather goods. Teach clients to negotiate for genuine Italian leather bags and jackets
Tuscany Day Trips from Florence
- Chianti wine tour - Visit 2-3 vineyards in the rolling Chianti hills with wine tasting, olive oil sampling, and Tuscan lunch. Full day, SGD 100-180/person
- Pisa - The Leaning Tower is a 1-hour train ride from Florence. Allow 2-3 hours for the obligatory "holding up the tower" photos
- Siena - Medieval city with the stunning shell-shaped Piazza del Campo. If visiting in July or August, the Palio horse race is extraordinary
- Val d'Orcia - UNESCO-listed Tuscan landscape with cypress-lined roads. The most photographed countryside in the world
- Cinque Terre - Five colorful fishing villages clinging to cliffs above the Mediterranean. Accessible by train from Florence (2.5 hours). One of Italy's most Instagram-famous destinations
Amalfi Coast: Mediterranean Paradise
The Amalfi Coast is where Italy reaches its most glamorous. Cliffside villages with pastel-colored houses tumbling down to the Mediterranean, lemon groves, and winding coastal roads create one of the world's most beautiful stretches of coastline.
- Positano - The most photographed Amalfi town. Cascading colorful buildings, boutique shopping, and beach clubs. This is where celebrities and influencers flock
- Amalfi town - Historic maritime republic with beautiful cathedral and limoncello tastings
- Ravello - Hilltop town with legendary gardens (Villa Rufolo, Villa Cimbrone) offering the most spectacular coastal views
- Capri island - Day trip by hydrofoil. Blue Grotto sea cave, upscale shopping, and Monte Solaro chairlift. The ultimate luxury add-on
- Path of the Gods - Spectacular cliffside hiking trail from Agerola to Positano. For active clients, this is unforgettable
- Pompeii & Herculaneum - Ancient Roman cities destroyed and preserved by Vesuvius eruption in 79 AD. Easy day trip from Amalfi or Naples
Transport Note: The Amalfi Coast road is narrow and winding. Private drivers are strongly recommended over rental cars. Include private transfers in all Amalfi packages for client comfort and safety.
Sample Italy Itineraries
8-Night Classic Italy (Best Seller)
Day 1-2: Rome (Colosseum, Vatican, Trastevere)
Day 3: High-speed train to Florence (1.5 hours)
Day 4: Florence (Uffizi, Duomo, Ponte Vecchio)
Day 5: Tuscany wine tour day trip
Day 6: Train to Venice (2 hours)
Day 7: Venice (St. Mark's, gondola, Murano/Burano)
Day 8: Venice morning, train to Milan for departure or continue
Day 9: Departure from Milan or Venice
10-Night Italy + Amalfi Coast (Honeymoon)
Day 1-3: Rome (3 nights for comprehensive sightseeing)
Day 4: Private transfer to Amalfi Coast via Pompeii stop
Day 5-6: Amalfi Coast (Positano, Ravello, Capri day trip)
Day 7: Train from Naples to Florence
Day 8: Florence + Chianti wine tour
Day 9-10: Venice (2 nights for leisurely exploration)
Day 11: Departure
5-Night Quick Italy (Budget-Conscious)
Day 1-2: Rome highlights (fast-track tours)
Day 3: Train to Florence, afternoon sightseeing
Day 4: Pisa morning, train to Venice afternoon
Day 5: Venice full day
Day 6: Departure from Venice
Italy Travel Tips for Agents
- Schengen visa: Same as all EU countries. Apply at Italian embassy or VFS Global
- Trains: Trenitalia and Italo high-speed trains connect major cities. Rome-Florence: 1.5hrs, Florence-Venice: 2hrs. Book early for best fares (from EUR 19 one-way)
- Best season: April-June and September-October. July-August is extremely hot in Rome (38°C+) and overcrowded everywhere
- Restaurant tips: Coperto (cover charge EUR 2-3) is normal, not a scam. Avoid restaurants with picture menus near tourist sites
- Museum bookings: Pre-book Colosseum, Vatican, Uffizi, and Accademia. Walk-up queues can be 2-4 hours in peak season
- City tax: All Italian cities charge hotel city tax (EUR 3-7/person/night). Not included in hotel rates, paid directly at hotel
Build Italy Packages With DMC Quote
Access wholesale Italian hotel rates, train connections, guided tours, and private transfers through our B2B platform. Italy is our highest-converting European destination - let us help you sell more.
Register as a travel agent and start building Italy tour packages today.
