If you’ve ever landed in Italy, opened your phone, and immediately started doing the roaming math in your head, you already know why tourist SIM bundles still matter. This week, WINDTRE quietly tightened up its Tourist Pass portfolio with a clearer “pick your stay length” structure, and pricing that feels deliberately positioned against both local rivals and the travel eSIM wave.

The headline change: the entry point is now Tourist Pass L, priced at €15 for 30 days, with 100GB of data (5G enabled where available), unlimited domestic calling in Italy, and 100 minutes for international calls to a set list of countries.

That alone would be noteworthy. But the more interesting move is how the rest of the ladder is being shaped around it.

What’s actually in the new portfolio

The most useful way to read this refresh is: WINDTRE is building a tourist offer menu that matches real trip patterns (week-plus city break, month-long slow travel, two-month summer, half-year repeat visitor), while keeping the “tourist bundle” simple and non-renewable.

A few operational details are also worth noticing because they shape the real user experience, not just the marketing headline:

• These offers are positioned as tourist bundles with automatic deactivation at the end of validity, and the SIM itself is also set to be disabled after an additional window (for example, a 30-day offer ends, then SIM is disabled after a longer period).
• Eligibility language is explicit in the tariff docs, including references to customers “born abroad” and, for some variants, whether a tax code is registered in Italy.

The new Tourist Pass options (quick map)

Tourist Pass L

30 days, €15, 100GB, 5G-enabled, unlimited calls in Italy, 100 international minutes.

Tourist Pass XL

60 days, €25, 200GB, 5G-enabled, unlimited calls in Italy, 100 international minutes, plus an EU roaming data allowance listed in the tariff details.

Tourist Pass XXL

180 days, €50, 200GB per month, 5G-enabled, unlimited calls in Italy, 100 international minutes, plus an EU roaming data allowance listed in the tariff details.

Tourist Pass L Pack (two SIM bundle)

This is the curveball: a pack that is only available when buying two SIMs together, priced at the same monthly level as Tourist Pass L, but doubling the data to 200GB (and including an EU roaming allowance in the tariff details).

Tourist Pass Digital

A separate “Digital” entry appears as a commercial plan name in WINDTRE’s transparency listing, with its own tariff document and start date, suggesting an online-first version.

Why the pricing feels like a direct shot at competitors

The most obvious yardstick in Italy right now is TIM’s tourist push, which is publicly branded as TIM Tourist Milano Cortina Edition. TIM’s own page lists 200GB, unlimited domestic minutes, and 100 international minutes for €14.99 for 30 days, with a €10 SIM card cost called out separately.

So yes, on pure “GB for the month,” TIM is swinging hard. WINDTRE’s Tourist Pass L is 100GB for €15, which is less aggressive on data, but WINDTRE compensates by stretching the ladder with longer validity options and the two-SIM Pack concept.

There’s also Iliad, which doesn’t always package things as “tourist passes” but remains the wild card for anyone willing to activate a standard prepaid plan instead. Iliad’s own offer pages show large data allowances with a separate SIM activation cost, and availability of 5G on compatible devices in covered areas. That matters because many tourists do not actually need “tourist branding.” They need a fast, cheap, reliable local line and a plan that does not punish them with hidden renewals.

WINDTRE’s answer seems to be: make the tourist product predictable and time-bound, then add choices for length and multi-SIM travel groups.

The bigger trend hiding in plain sight

This refresh is not just about WINDTRE. It’s about how the tourist connectivity market is being pulled in two directions at once:

1. Local operators are productizing tourism the way travel eSIM brands do
   Short validity, big headline data, quick activation, minimal commitment. Tourist Pass L at €15 looks like it was designed to fit next to an app-based travel eSIM checkout flow, while still giving you an Italian number.
2. But they are also defending the “I need calls” segment
   Travel eSIMs are brilliant for data-first travelers. The moment you need domestic calling (restaurants, hotels, delivery, landlords) or you want a local number for verifications, local tourist bundles still win. That is why WINDTRE keeps unlimited domestic minutes plus 100 international minutes consistent across the range.

And the two-SIM Pack is especially telling: operators know that many purchases happen in pairs (couples, friends, parent-child), and they are starting to bundle around that behavior instead of pretending every tourist travels solo.

Conclusion

WINDTRE’s refreshed Tourist Pass lineup is less about being the cheapest on a single spec sheet and more about being the most “trip-shaped.” Tourist Pass L is a clean, predictable entry offer, but the real strategy shows up in the step-up options (60 days, 180 days) and the two-SIM Pack, which feels designed for the way people actually travel.

In the same market, TIM is clearly leaning into event-driven visibility and maximal monthly data with its Milano Cortina-themed tourist offer, while Iliad continues to act as the price-pressure reference point via standard prepaid plans that tourists can also use if they are comfortable with the normal activation flow.

The direction of travel is clear: Italy’s big operators are treating tourists like a distinct product segment again, not just a roaming afterthought. Expect more “tourist bundles” to look like app-store purchases: fixed duration, big data headline, and a small set of tiers. Meanwhile, travel eSIM brands will keep pushing convenience and instant activation, but local SIMs will keep their edge for travelers who want a real number, reliable voice, and EU roaming allowances baked into a single package.

Sources readers can check: WINDTRE tariff transparency documents and offer listings, plus TIM’s official tourist offer page.