TL:DR – Italy Prepares for Major Tourism Surge Ahead of Winter Olympics 2024
• Italy is preparing for the Winter Olympics and Paralympics in Milan and Cortina.
• Up to two million visitors are expected for the event.
• Italian ski resorts reported a 20% increase in spending year-on-year.
• France, Switzerland, and Norway also saw spending increases of 15%, 10%, and 10%, respectively.
• More than half of those who stopped skiing cited financial reasons.
• UK tourists prefer ice skating (47%) over skiing.
• US ICE agents will provide intelligence support during the Olympics.
Milan-Cortina Winter Olympics: Which sports do Europeans prefer?
Italy Prepares for Winter Olympics Tourism Surge as Milan Coritna 2026 kicks off.
Italy is anticipating a tourism boost for the Winter Olympics and Paralympics in Milan and Cortina, set to begin tomorrow. The Italian government estimates the events will attract up to two million visitors, marking a significant opportunity for the nation’s tourism sector.
As the Games approach, recent data indicates a 20% year-on-year growth in spending at Italian ski resorts. This increase positions Italy alongside Austria as one of Europe’s leading winter destinations. Spending also rose in France (15%), Switzerland (10%), and Norway (10%), with tourists showing a preference for dining (19%) over accommodations (17%) and groceries (9%).
Ski Tourism Faces Challenges
Despite the positive outlook for the Winter Olympics, Italy’s hotel trade association, Federalberghi, reports a decline of nearly 4 million visitors between 2023 and 2025. Financial constraints are the primary reason for this decrease, with more than half of the visitors citing cost as a deterrent.
European Winter Sports Preferences
VISA data revealed that a significant portion of German tourists (80%) prefer winter holidays abroad, while many Austrians (45%) also travel internationally. Meanwhile, Finnish and Polish tourists tend to ski domestically, and the majority of French (85%) remain in their home country.
UK tourists predominantly favour ice skating (47%), while others across Europe show a stronger inclination towards skiing, especially in Austria (63%).
Olympics Attracts Controversy
As the opening ceremony approaches on Friday at Milan’s Giuseppe Meazza Stadium, set to include performances by Mariah Carey, Andrea Bocelli, and Laura Pausini, concerns have arisen regarding the involvement of U.S. Immigration and Customs Enforcement (ICE) agents during the Games.
Italy‘s Interior Minister Matteo Piantedosi confirmed that ICE’s role will be limited to intelligence support for the U.S. diplomatic and Olympic delegation, amidst ongoing debates over the agency’s tactics following past controversies. Organisers are also facing criticism for construction delays at the Santagiulia Hockey Arena in Milan.