strange problem with competitors' keywords

hi to all guys. I have a small travel-themed blog in Italian. let's say my format is "what to see in XXXX". while I pay attention to properly inserting the keyword within the text also following Yoast SEO, I discovered that some of my competitors on the first page never enter the keyword "what to see in XXX" frankly I'm a bit confused and I don't know how structure my content.