Italian mountain tourism is experiencing its best season on record. The preliminary data for the 2025-2026 winter season confirm an exceptional figure: 72 million overnight stays in mountain municipalities, a 23% increase on the already strong 2024-2025 season. The Olympic effect is real, measurable and transformative.
The Numbers: A Record Season
The data from ISTAT (Italian National Statistics Institute) and the tourism associations tells a clear story:
- 72 million overnight stays in Alpine and Apennine municipalities (December-March)
- +23% compared with 2024-2025
- +41% compared with 2022-2023 (pre-Olympic announcement baseline)
- Foreign visitors up 35%: Germans, French, British, Americans and Japanese all showing significant increases
The growth is not evenly distributed. Olympic host venues have seen the most dramatic increases, but the effect radiates outwards across the entire Alpine arc.
The Olympic Effect: Venue by Venue
Cortina d’Ampezzo: +67%
Cortina has seen the most dramatic growth of any single resort: overnight stays up 67% compared with the previous February. Hotel occupancy reached 97% during the Games period. Restaurants were fully booked weeks in advance.
Bormio: +52%
Bormio’s combination of Olympic downhill racing and centuries-old thermal spas proved irresistible to tourists. The Stelvio run attracted skiing fans from across the globe.
Livigno: +48%
Livigno, hosting Olympic freestyle skiing and snowboard, saw a record influx of young adventure travellers alongside the traditional family market.
Milan: +31%
The city itself benefited enormously from Olympic tourism, with alpine day-trippers combining urban culture with mountain sport.
The Regional Picture
| Region | Overnight stays | Change vs 2025 | Main drivers |
|---|---|---|---|
| Trentino-Alto Adige | 18.2 million | +19% | Dolomiti Superski, Ortler |
| Lombardy | 14.7 million | +28% | Livigno Olympics, Bormio |
| Aosta Valley | 8.4 million | +22% | Cervinia, Courmayeur |
| Veneto | 12.1 million | +31% | Cortina Olympics, Dolomites |
| Piedmont | 9.8 million | +18% | Via Lattea, Bardonecchia |
| Other regions | 8.8 million | +15% | Abruzzo, Calabria, others |
Economic Impact
The economic impact extends well beyond hotel occupancy:
- Ski pass revenue: estimated increase of 340 million euros across all Italian resorts
- Restaurant and bar sector: +28% turnover in Alpine municipalities
- Retail: ski equipment shops reported a 45% increase in sales and rentals
- Transport: train and coach operators serving mountain routes saw full vehicles throughout February
The Infrastructure Legacy
The Olympic investments have left a tangible legacy that will benefit tourism for decades:
- Modernised lift infrastructure in Cortina, Bormio and Livigno
- Improved road access to several mountain municipalities
- Upgraded accommodation stock following hotel renovations
- Enhanced digital connectivity across mountain areas
Looking Ahead: Sustaining the Momentum
The challenge now is to convert the Olympic spike into lasting growth. Industry analysts identify several priority areas:
- Extending the season: investing in summer mountain tourism to reduce dependence on ski
- Diversification: positioning Italy’s mountains as a year-round destination
- Sustainability: managing increased visitor numbers without compromising the environment
- Infrastructure maintenance: ensuring Olympic-level infrastructure is properly maintained
The 2026 Olympics have placed Italian mountain tourism on the global map. The task now is to ensure the spotlight stays on.