Your US/UK phone plan probably charges €10-15/day for international roaming. 10 days = €100-150 for data you could get for €10-20 with an Italian SIM or eSIM. This guide covers every option: physical SIM cards (buy at the airport or in town), eSIMs (install before you leave home), free WiFi (where it exists and where it doesn't), and EU roaming rules (if you have a European plan).
1. eSIM (best for most travelers): Install before departure, activate on landing. Airalo: €5/1GB or €11/3GB (data only, no calls). Holafly: €19/5 days unlimited data or €47/15 days (data only). Pros: No store visit, instant. Cons: No Italian phone number (use WhatsApp for calls). 2. Physical SIM (best for long stays): Buy at TIM/Vodafone/WindTre stores. TIM Tourist: ~€20-30 for 50GB + calls (valid 30 days). Vodafone Tourist: Similar. Need passport to buy. Airport stores (Fiumicino arrivals) have tourist packages — expect 15-30 min setup. 3. Free WiFi: Hotels (always), restaurants/cafés (usually), trains (Trenitalia/Italo — free but slow), museums (rarely), piazzas (almost never). Don't rely on free WiFi — it's patchy outside hotels.
Google Maps navigation: ~50MB/day. Social media + messaging: 200-500MB/day. Google Translate camera: ~30MB/session. 10-day trip, moderate use: 5-10GB is comfortable. Tip: Download Google Maps offline for your regions before departure (free, works without data).