As excitement builds for the upcoming Milano Cortina 2026 Winter Olympics, 6.2 million Italians are expected to embark on winter holidays this year. A recent survey conducted by Federalberghi indicates that the peak travel period will be in February, with 4.4 million travelers heading to ski resorts.
Travel Trends Amidst the Olympics
The Winter Olympics are sparking increased interest in winter sports and mountain vacations. Approximately 2 million Italians plan to attend live events at competition venues. Bernabò Bocca, president of Federalberghi, noted that the Olympics indirectly stimulate winter tourism.
Vacation Preferences
- A significant 97% of travelers will ski in Italy.
- Most will opt for Northern Italian ski locations.
- A majority prefers hotel accommodations for their stays.
Among those attending the Games, 70% intend to stay within 30 kilometers of competition sites, while 28% will be further away. Accommodations mainly include hotels (34%), with some opting for B&Bs or staying with friends and family.
Perceptions of the Olympics
About 94% of respondents view the Milano Cortina 2026 Olympics as a chance to promote Italy’s tourism. The most watched sports will include:
- Skiing (60.7%)
- Figure Skating (46.4%)
- Hockey (24.6%)
- Snowboarding (20.3%)
- Luge (18.2%)
One in three Italians plans to follow nearly all events, highlighting a strong national interest in the Games.
Challenges & Criticisms
During the Olympics, 4.3% of Italians are expected to stay at venues for at least one night. Motivations include:
- The festive international atmosphere (46.7%)
- The opportunity to watch events live (45.9%)
- Engagement in side events (21.8%)
However, 64.6% of survey participants cited high prices as a deterrent for booking winter holidays during the Olympics. Other concerns include overcrowding (42.8%) and transportation difficulties (33.8%).
Critics from Codacons have raised alarms over rising costs for families wanting to vacation in Northern Italy during the Olympic season. They pointed out price surges in hospitality and dining sectors, with data revealing significant increases over recent years.
Price Increases in Tourism
| Location | Hotel Price Increase | Restaurant Price Increase |
|---|---|---|
| Belluno | +33.3% | +22.1% |
| Trento | +30.6% | +20.1% |
| Bolzano | +36% | +24.4% |
| Valle d’Aosta | +24.1% | +14.6% |
| Milano | +44.8% | +17.8% |
With hotel rates for the Olympics reaching exorbitant levels, some rooms near competition venues are priced as high as 17,000 euros for one night. This escalating pricing trend may drive long-term damage to Italy’s winter tourism reputation.
As the opening of the Games approaches, Italian travelers are balancing their excitement with concerns over costs and accommodation availability. The coming weeks will determine if the allure of the Olympics can overcome these challenges.
