Mountains: Fewer Italians, but foreign visitors save the ski season

The desire for snow shows no sign of waning, but inflation and weakened purchasing power mean that a skiing holiday is not always a realistic prospect for Italian families: in the winter of 2026–2027, total revenue from the mountain tourism sector will reach 12.86 billion euros (+5.2 per cent) compared with the previous year, but it will be foreign skiers who save the season. This is what emerges from the latest edition of the Italian Mountain Tourism Observatory by JFC: forecasts point to a rise in international visitor numbers (+5.7%), whilst the domestic market is set to decline (-3.4%). Meanwhile, in the destination ranking compiled by the research firm led by Massimo Ferruzzi, Cortina d’Ampezzo retains first place, whilst Bormio climbs four places to take third spot.

The main drivers of this season’s turnover will be hotels and other accommodation providers, at 6.392 billion (+7.4 per cent), followed by services (equipment hire, ski instructors, ski passes) at 4.987 billion (+3.3 per cent) and catering and retail at 1.457 billion (2.6 per cent). The sector’s total turnover will rise to 12.8 billion, marking an increase of over 636 million euros compared with the final figures for the 2025/2026 season, with an overall positive change of 5.2 per cent.

A winter holiday in the snow will cost, on average, 5.6 per cent more than last winter. Ski school prices will rise by 3.4 per cent, whilst ski lifts by 4.6%. However, the highest increases are for bars and restaurants (+7.9 per cent) and hotels (+6.6 per cent, although for winter holidays the increase is only 0.8 per cent).

How much will Italians spend on a skiing holiday next winter? According to JFC surveys , €1,573 per adult for a week’s skiing holiday in Italia; this figure rises to €4,101 for a household comprising parents and a child under the age of 8.

To spend a weekend in the snow in Italia, the average cost per adult is 669 euros, rising to 1,899 for a household.