Olympic boost

The 2026 Milano-Cortina Olympics are having a significant impact on mountain tourism, but also on the national economy. There is clearly an "Olympics effect," with the powerful boost received by snow tourism in Italy. Capitalist magazine reports that to date, the numbers are already exceeding forecasts: over 6.5 million Italians have booked mountain holidays between January and March, with a peak of 4.8 million in February. But the media impact of the Games must also be considered, with approximately 2.5 million Italians following them on TV or various devices, generating interest in winter sports—and the mountains—even among those who have stayed home.

Compared to last year, overnight stays in the mountain locations increased by 28%, driven by Olympics hype, which filled 95% of certified accommodations. This is despite prices skyrocketing in the Olympics regions, with average spending 250-400% higher than in January.

One thing is clear, however: the Milano-Cortina 2026 Winter Olympics are having a significant economic impact on the entire Italian economy, estimated at around 5.3 billion euros overall, according to analyses by Banca Ifis, Confcommercio, and university studies such as that of Luiss.