Let me be transparent with you: With an estimated 5,166 monthly visits, InfosTourisme is still far behind the top media outlets in the sample in terms of audience volume. But when we look beyond traffic, the ranking changes significantly. Out of 19 media outlets analyzed, InfosTourisme ranks 3rd for pages per visit and 2nd for the lowest bounce rate.

Summary

19 tourism media outlets, 5 KPIs and a changing hierarchy

This new benchmark goes much further than the comparison I published previously. This time, I analyzed 19 media outlets specializing in tourism, travel, hospitality, business travel, travel tech and luxury based on five indicators: page views, monthly visits, pages per visit, average visit duration and bounce rate.

And I prefer to start with the obvious: in terms of volume, the major established players dominate. In our sample, the top three media outlets have between 102,475 and 219,062 estimated monthly page views. InfosTourisme comes in 13th with 11,151 page views.

I'm not trying to hide this reality. On the contrary. It's precisely because InfosTourisme is still far behind the leaders in terms of volume that the rest of the ranking becomes interesting: with 2.16 page views per visit, the media outlet climbs to 3rd place in the benchmark. And with an estimated bounce rate of 37.04%, it ranks 2nd out of 19 when this metric is ordered from lowest to highest.

According to the trade press, the issue of attention is playing an increasingly important role in measuring media performance. According to Stratégies magazine, measuring advertising attention is becoming a growing part of advertising agencies' tools and offerings. I'm obviously not confusing advertising attention with editorial engagement, but the underlying trend seems interesting to me: counting contacts is no longer enough; we also need to understand what happens after exposure or a click.

How I interpreted this benchmark without making the numbers say what they don't say

1. I started with the page views

This is the KPI displayed by default in our interactive ranking. Why? Because it allows us to estimate the total number of page views during the period, including repeated views of the same page, and offers a first concrete indication of a media outlet's reach. Based on this metric, InfosTourisme ranks 13th out of 19 with an estimated 11,151 monthly page views.

2. I separated volume and commitment

A media outlet can have a huge number of visits without each reader viewing multiple pieces of content. Conversely, a smaller audience might browse the site more frequently. Both situations have value, but they tell different stories.

3. I looked at the pages per visit

According to Similarweb's definition, pages per visit (P/V) refers to the average number of pages viewed during a single visit. In our benchmark, InfosTourisme averages 2.16 pages per visit, ranking 3rd, behind TN Media Network at 3.65 and Meet & Travel Mag at 2.24.

4. I contextualized the bounce rate

I refuse to present a low bounce rate as absolute proof of quality. A user can perfectly well find their answer on a single page and leave satisfied. But when a low bounce rate is combined with a high number of pages per visit, the signal becomes particularly interesting. InfosTourisme displays 37.04% here, the second lowest rate of the 19 media outlets studied.

5. I did not ignore the average duration

With an estimated average duration of 42 seconds, InfosTourisme ranks 5th out of the 18 media outlets for which duration data is available. This places it 5th among the 18 sites for which duration data is available, ahead of 13 other media outlets in the sample. This is a respectable performance, but it is no longer the primary indicator of my analysis as it was in the previous benchmark.

6. I treat Similarweb data as estimates

This is a crucial precaution. Similarweb uses various sources and methods to produce traffic and engagement estimates. The company itself states that results for sites with low traffic volume are less statistically significant. Therefore, I consider this ranking a tool for comparison and trend analysis, never a substitute for each publisher's internal analytics.

7. I now let the reader change the KPI themselves

This is probably the most significant change in this new benchmark. I'm not imposing a fixed ranking. You can choose page views, visits, pages per visit, duration, or bounce rate and immediately see how the hierarchy evolves.

The interactive benchmark of B2B tourism media

Here are the 19 media outlets analyzed. The ranking intentionally opens with page views. Then select another KPI to instantly change the order of the media outlets and discover how InfosTourisme compares to 18 competitors.

Tourism Media Benchmark

Which tourism media outlets are most consulted?

Discover the ranking of 19 specialized media outlets based on their page views, visits, duration, pages per visit, and bounce rate. Choose a KPI to instantly modify the ranking.

Tourism Media Benchmark

Focus on Tourism Information

Tourist Information

– across 19 media outlets

Rank

Media

Relative performance

Value

Source: Similarweb public reports. Estimated audience data. Reference period: June 2026.

What the comparison really reveals for InfosTourisme

The first lesson is simple: traffic remains a strength. TourMaG, L'Écho touristique, and Voyages d'Affaires have a much greater reach than InfosTourisme. For an advertiser primarily seeking massive coverage, this difference should not be underestimated.

But the second lesson is just as important: the volume doesn't tell you what happens after the reader arrives. And that's precisely where InfosTourisme changes category in our benchmark.

KPI	Tourist Information Results	Position	Reading
Page views	11 151	13th out of 19	A still modest audience in terms of volume
Monthly visits	5 166	14th out of 19	Significant growth potential
Pages per visit	2,16	3rd out of 19	A deeper level of navigation than that offered by the majority of media outlets analyzed
Average duration	42 seconds	5th out of 18 with data available	A level superior to several major benchmark players
Bounce rate	37,04 %	2nd lowest rate out of 19	A signal of engagement to be read with the pages per visit

What I find most striking is the combination of two results: 2.16 pages per visit and a 37.04% bounce rate. Taken separately, neither of these KPIs is sufficient to judge the quality of a media outlet. Together, they suggest that average navigation is not always limited to the entry page and that several pieces of content can be accessed during a single visit.

And that's exactly the type of behavior I'm trying to develop with InfosTourisme: not just attracting a click on a title, but making people want to discover a second topic, then a third.

The questions that tourism professionals are really asking themselves

Can a media outlet with less traffic be of interest to a brand?

Yes, provided you know what you're looking for. A mass awareness campaign doesn't have the same objectives as a message aimed at a specialized professional audience. I always advise considering reach, engagement, editorial relevance, and suitability for the target audience simultaneously.

Why prioritize page views in the benchmark?

Because it's a concrete indicator of overall content consumption. Visits measure sessions; page views indicate the estimated total number of pages loaded during the period. This also helps explain why two sites with similar audiences can generate different traffic volumes.

Does a low bounce rate necessarily mean that a site is better?

No. I want to be very clear on this point. A reader can view a single page, find exactly the information they're looking for, and leave the site satisfied. That's why I never judge the bounce rate in isolation. In this analysis, I consider it in relation to pages per visit and average visit duration.

Can Similarweb's figures be considered accurate data?

No. These are external estimates and can differ significantly from publishers' internal analytics data. Similarweb also specifies that the statistical reliability of its estimates is more limited when traffic volumes are low. I therefore use them to observe orders of magnitude and compare trends using the same methodology.

Why compare media outlets of different sizes and specializations?

Because tourism professionals don't just read general news outlets. They navigate between B2B news, hospitality, business travel, luxury, technology, and other sectors. The benchmark doesn't claim to designate an absolute "best media outlet." It shows how the rankings evolve according to the chosen KPI.

InfosTourisme: what the volume doesn't always show

In this non-exhaustive benchmark of 19 media outlets, InfosTourisme reached an estimated 5,166 monthly visits and 11,151 page views. These results still place the media outlet far from the top positions in terms of volume, which is consistent with its recent launch and current level of development.

But engagement indicators provide a complementary perspective.

With 2.16 page views per visit, InfosTourisme ranks 3rd out of the 19 media outlets studied. Its estimated bounce rate reaches 37.04%, the second lowest in the benchmark. The estimated average visit duration is 42 seconds, which also places the media outlet among the best positioned on this metric.

These data do not allow us to conclude that InfosTourisme is "better" than other media outlets. Audience size, website age, acquisition sources, content nature, and reading habits can all significantly influence results. Furthermore, Similarweb data remains an external estimate and may differ from publishers' internal analytics statistics.

However, they show that even a limited audience can exhibit encouraging browsing behavior. For InfosTourisme, the combination of 2.16 pages per visit and a bounce rate of 37.04% is an encouraging sign regarding continued browsing beyond the entry page.

This is precisely the signal we want to follow over time: to continue to develop the reach of the medium, without losing its ability to introduce multiple pieces of content during a single visit.

Our goal is therefore not to pit volume against engagement, but to improve both. InfosTourisme must gain audience while maintaining in-depth navigation and a useful relationship with tourism professionals.

Key takeaways for tourism professionals

Never judge a media outlet solely on its number of visits. Reach is important, but it says nothing, on its own, about what the reader does after arriving there.
Look at several KPIs simultaneously. Page views, visits, pages per visit, duration, and bounce rate each tell a different part of the story.
Always contextualize external estimates. Similarweb is useful for comparing trends, but it doesn't replace a publisher's proprietary analytics.
For a B2B campaign, consider the target audience. A smaller audience can sometimes better meet a niche objective, provided that its composition, qualification, and suitability to the target are documented by other data.
Don't confuse volume with impact. Being seen is necessary. Being read, understood, and remembered is another battle.
Test the benchmark yourself. The ranking changes as soon as you change KPIs, and that's precisely the message of this analysis.

My conviction remains simple: in B2B tourism, I refuse to choose between audience and engagement. I want to build both. InfosTourisme must continue to expand its reach without losing its ability to encourage browsing, reading, and discovery of more content. That's the challenge I've set for myself in the coming months.

Are you a destination, hotel, company, startup, tour operator, or other tourism professional looking to reach a professional audience? I invite you to discover InfosTourisme, its editorial formats, and partnership opportunities. My goal remains the same: to transform news into useful, visible, and truly understandable content for industry professionals.