Valmalenco’s Olympic Disappointment: A Missed Opportunity for Tourism

Valmalenco, a ski area in the Italian Alps, has largely been excluded from the benefits of the 2026 Winter Olympics being held in Milan and Cortina d’Ampezzo, despite its history as a training ground for snowboarding and freestyle athletes. The area’s former mayor, Marco Amonini, has voiced concerns about the lack of investment and attention given to Valmalenco, potentially hindering its tourism sector.

A History of Snowboarding and Freestyle Excellence

The Palù ski area in Valmalenco has a strong track record in snowboarding and freestyle disciplines, having hosted multiple World Junior Championships (2014, 2022, 2024) and World Cup events, particularly in moguls and aerials. In 2022, technicians from Valmalenco were even called to China to support local technicians during the Beijing Olympics Il Giorno.

Lack of National Team Training

Despite its expertise, Valmalenco did not attract any national teams for pre-Olympic training. Amonini noted that other Valtellina locations, such as Aprica, benefited from hosting teams for training, filling hotels and boosting local economies Il Giorno. Valmalenco, however, remained a “spectator” during the Olympic preparations.

Concerns Over Infrastructure and Promotion

Amonini attributes the lack of engagement to insufficient administrative efforts to secure Valmalenco’s inclusion and a broader failure to adapt to changing tourism trends. He highlighted semi-empty hotels and underutilized parking facilities as evidence of the area’s struggles Il Giorno.

Challenges in Hosting Teams

Roberto Pinna, director of the Sondrio & Valmalenco tourist consortium, explained that while some national snowboard and freestyle teams expressed interest, the cost and logistical challenges of producing sufficient artificial snow to create a suitable snow park proved prohibitive Zazoom.

A Missed Torch Relay Opportunity

Adding to the disappointment, the Olympic torch relay did not pass through Valmalenco, instead traveling from Aprica to Madesimo, further marginalizing the area Il Giorno.

Looking Ahead

The situation underscores the need for Valmalenco to proactively promote its strengths and invest in infrastructure to attract future events and tourism. Amonini urges a “change of pace” in the area’s tourism strategy to capitalize on its potential.