From the jagged Dolomites to the snowy Apennines, Italy’s winter tourism sector is gearing up for a 3.8% rise in visitors, led mainly by international travelers. The Italian Mountain Tourism Observatory calls the outlook “positive, but not ecstatic” — a realistic balance between economic challenges and environmental responsibility.
Foreign visitors take the lead
Foreign arrivals are set to grow by 8–8.8%, offsetting domestic declines. Poland (+29.6%), the UK (+15.9%), and the Czech Republic (+8.2%) top the charts. Longer stays — averaging 6.2 nights — are fueling stability and local revenue.
Total winter tourism revenue should reach €12.1 billion (+3.6%), led by hotels (€5.9 billion), sports and rentals (€4.78 billion), and food & entertainment (€1.42 billion).
Rising prices challenge travelers
Expect prices to rise by 5.8% overall, with hotel stays up 6.3% and dining by 5.5%. A week-long ski holiday now costs about €1,545 per person or €4,000 for a family — a clear sign of post-pandemic recovery pricing.
Sustainability to 2030
Italy’s mountain regions are embracing a “sustainable transition” — investing in snowmaking tech, green lifts, and low-waste hospitality. The focus is shifting from luxury to authentic, off-season experiences and slower, more conscious travel.
Top destinations
- Cortina d’Ampezzo reigns supreme ahead of the 2026 Winter Olympics.
- Madonna di Campiglio shines for its family appeal.
- Livigno leads in eco-innovation.
- Moena and Courmayeur stand out for accessibility and style.
Prices may climb, but Italy’s snow-capped charm remains irresistible — a blend of adventure, elegance, and sustainability under one alpine sky.