Dolomite Dreams: Italy Gripped by Tourism Fever as Milano-Cortina 2026 Unfolds
By Jorge Coromina
As the Olympic flame flickered to life this February, it didn’t just signal the start of the 2026 Winter Olympics; it ignited a tourism boom that is reshaping the Italian economy. From the high-fashion districts of Milan to the jagged, snow-dusted peaks of Cortina d'Ampezzo, the country is witnessing an unprecedented influx of international travelers, marking a historic peak for the Alpine region.
Unlike traditional Games centered in a single hub, the Milano-Cortina 2026 model is "diffuse," spreading events across Lombardy, Veneto, and Trentino-Alto Adige. This strategy is paying off. Economists project a total economic impact of €5.3 billion, with direct tourist spending alone expected to hit €281 million during the Games.
Flight bookings to Northern Italy have surged by over 160% compared to last winter. While the United States, United Kingdom, and Germany lead the pack in visitor numbers, the impact is felt most acutely by local small and medium businesses. In host regions, 95% of businesses report high optimism, citing the digitalization of payment systems and infrastructure upgrades as permanent wins for the local community.
The Luxury of the Peaks
The Dolomites are no longer just a winter playground for Europe’s elite; they have become a global lifestyle destination. Cortina d'Ampezzo has seen its average nightly spend climb to €310, driven by a rising demand for luxury hospitality and wellness-focused mountain retreats.
"We aren't just selling sports; we are selling the Italian identity," said Alessandra Priante, President of ENIT (the Italian National Tourism Board). The partnership between the Olympic Committee and tourism authorities aims to leverage the Games' worldwide broadcast audience of 3 billion people to promote Italy as a year-round destination.
The real story, however, lies in the long-term legacy. Over €3 billion has been funneled into sustainable transport and urban redevelopment.
Milan has seen a €55 million modernization of its metro system. Rail connectivity between the mountains and urban centers has been drastically improved to ensure accessibility. Digital infrastructure now allows for contactless payments across 50 different ski destinations.
Despite the celebratory atmosphere, the Games face the stark reality of a warming climate. With February temperatures in Cortina having risen significantly over the last 70 years, organizers have relied on over 3 million cubic yards of artificial snow to ensure competition-ready slopes. This has sparked a national conversation on sustainable tourism and the future of winter sports in the Alps.
As the Paralympic Winter Games prepare to follow in March, the message from Italy is clear: the country is open, modernized, and ready to move beyond its traditional "Rome-Florence-Venice" circuit toward a more diverse, mountain-driven future.
