The approaching Milan-Cortina Winter Olympics are anticipated to give a further impetus to Europe’s winter sports economy, despite soaring expenses becoming a growing obstacle for enthusiasts of snow activities.
Italy is preparing for a significant surge in tourism linked to the forthcoming Winter Olympics and Paralympics hosted in Milan and Cortina.
The event, commencing tomorrow (two days prior to the opening ceremony), is forecasted by the Italian government to attract as many as two million visitors.
With the Games nearing, statistics reveal a 20% annual increase in spending at Italian ski resorts, matching Austria as the leader among Europe’s premier winter destinations.
This information stems from a VISA report provided to Europe in Motion covering the 2023/2024 and 2024/2025 winter seasons.
Expenditure has also risen notably in France (15%), Switzerland (10%), and Norway (10%). Beyond sports, travelers are inclined to spend the most on dining out (19%), surpassing costs on accommodation (17%) and groceries (9%).
Despite continued market profitability, other sources indicate that winter sports are becoming more specialized. For instance, Italy’s hotel association, Federalberghi, recently reported a decline nearing 4 million visitors from 2023 to 2025.
According to Federalberghi, over half attributed their cancellation to financial constraints.
What winter sports are favored by Europeans?
Nevertheless, numerous Europeans continue to seek winter getaways. German tourists are the most prevalent during the cold season: 80% choose to spend winter holidays abroad, followed by Norwegians at 50%, as per VISA data.
Conversely, the Alps are less favored by Finns, who prefer skiing within their own country. Similarly, Poles largely remain domestic (90%), and most French (85%) travel within France — the top destination also for British visitors.
Among UK tourists, ice skating (47%) is more popular than skiing, a trend shared with Hungarians (51%), whereas Romanians favor dogsledding (51%).
The majority of other surveyed European nations prefer skiing, led by Austria with a 63% rate. In contrast, Americans tend to opt for snowboarding.
Controversies Surrounding the Olympics
There is considerable excitement building before Friday’s opening ceremony at Milan’s Giuseppe Meazza Stadium—commonly called San Siro—featuring performances by Mariah Carey, Andrea Bocelli, and Laura Pausini.
However, the event has also provoked debate due to reports that agents from the US Immigration and Customs Enforcement (ICE) will be present in Italy during the Games.
The ICE agents faced widespread criticism within the US following their role in an anti-illegal migration operation in Minneapolis, where two civilians were fatally shot, sparking protests and debates about the agency’s methods.
Italy’s Interior Minister Matteo Piantedosi confirmed the presence of ICE but clarified they are only providing intelligence support to the US diplomatic and Olympic delegations in Italy.
Additionally, organisers have been criticized for delays in completing the Santagiulia Hockey Arena in Milan and the absence of designated parking facilities for staff.