Italian Ski Tourism Reaches €6.7 Billion, Driven by Domestic Travelers and Olympic Anticipation

Italy’s winter sports sector is experiencing robust growth, with a projected turnover of €6.7 billion for the January-March quarter, fueled by both domestic tourism and anticipation surrounding the upcoming Milan Cortina 2026 Winter Olympics. A recent survey by Federalberghi, in collaboration with Tecnè, highlights a strong preference for Italian ski destinations among local travelers.

Strong Domestic Demand Fuels Growth

Approximately 9.1 million Italians have chosen or will choose snowy slopes for their winter holidays, with an overall 13 million arrivals expected at ski resorts throughout the season, including repeat visits. This figure builds upon the 6.5 million Italians who traveled during the Epiphany holiday period, demonstrating a continued appetite for winter getaways [Federalberghi, January 2, 2026]. The trend reflects a broader pattern of domestic travel, with 94.9% of Italian holidaymakers choosing to remain within the country [Federalberghi, January 2, 2026].

Weekend Trips and the Appeal of Flexibility

The survey reveals a diverse range of trip durations. 2.7 million travelers are opting for weekend ski trips, while 0.7 million are extending their stays with an additional weekend. This trend indicates a growing demand for flexible holiday options that accommodate budgetary constraints and varying schedules. Bernabò Bocca, President of Federalberghi, noted this shift towards shorter, more manageable trips.

The Olympic Effect and Regional Preferences

The Milan Cortina 2026 Winter Olympics are believed to be contributing to the increased interest in winter sports and mountain destinations. Bocca stated that the event is “indirectly encouraging the travel intentions of Italians and making the interest in our mountains…even more intense.” Northern Italy remains the most popular choice for ski holidays, attracting 75% of travelers, while the Centre-South and foreign destinations account for 21.2% and 3.8% respectively. Piedmont, Trentino-Alto Adige, Lombardy, Valle d’Aosta and Veneto are the most favored regions [Agenzia Nova, January 2, 2026].

Economic Impact and Spending Patterns

The average per capita expenditure for a ski week, including transport, accommodation, food, ski facilities, and entertainment, is €706. Spending is distributed across the tourism supply chain, with meals accounting for 28.8% of the budget, accommodation for 27.6%, transport for 20%, shopping for 9.6%, and other expenses for 14%.

Early Booking Trends and Accommodation Choices

A significant 69.2% of bookings are made up to a month in advance, indicating a proactive approach to holiday planning. The primary factors influencing location choice are natural beauty (71%), entertainment options (24.5%), accessibility (22.8%), and familiarity with the destination (20.5%). Hotels and tourist villages are the preferred accommodation choice for 28.4% of travelers, followed by B&Bs (21.5%) and staying with relatives or friends (15.6%).

Financial Constraints and Travel Decisions

Despite the positive trends, financial concerns are impacting some travel plans. 52.4% of those who decided against a ski holiday cited a lack of financial resources, while 19.2% attributed their decision to the rising cost of living [Agenzia Nova, January 2, 2026].