Milan-Cortina 2026, with the Barcelona model 1 billion impact on tourism

Take inspiration from the Barcelona model. This is the way forward for the Olympic and Paralympic Games Milan Cortina 2026 if the best economic results for the territory are to be achieved: in the most optimistic scenario a growth in tourist spending of one billion euro in the long term (2027-2030) in the three regions hosting the event (Lombardy, Veneto and Trentino-Alto Adige).

The recommendation is contained in the Third Strategic Report on Sustainable Tourism and World Heritage edited by The European House Ambrosetti (Teha), which starts from a result within reach: in a restricted area such as the five provinces involved in the competitions, about 2 million additional tourist presences are expected (from 85.8 to 87.5 million). But 'by optimising flow management' it would be possible to exceed 100 (103.3 million) in the annual average. To do so, the study states, it is first of all necessary to 'fully exploit the potential of the territories'. The result must then be consolidated: this can be done through destination management with the 'promotion and enhancement of the territory as a whole'.

But what does the Catalan city have to do with the Winter Olympics that will open in a few days? "The 1992 Olympics in Barcelona gave rise to what is commonly referred to as the 'Barcelona effect'," the report recalls. "Before the event, tourist presences in the city were around 3.8 million, rising to 4.3 million in the Olympic year and almost doubling to 7.8 million in 2000. This increase was determined not only by infrastructure investments but also by a significant change in the perception of the city, which has established itself as a cultural, seaside and urban entertainment destination'. The case of Barcelona, therefore, 'demonstrates how great events can be catalysts, but it is Destination Management that makes the "Barcelona effect" structural and lasting, generating spin-offs on different tourist segments, even those not directly linked to the event'.

In the short term, distributing the two million tourist presences for Milan Cortina "by type of tourism in the regions involved" would lead to an increase in turnover 243 million euro. But the potential increase in expenditure up to 2030 would reach 1.097 billion euro if the 'additional presences' (9 million) from 2027 to 2030 linked to the Olympic effect were distributed in an optimised manner according to the offer of the territory. This would result in a 14% increase in the added value of tourism in the three regions compared to that generated in 2024.

If Barcelona is an example for inspiration, the 2004 Athens Olympics are what is known as a 'negative legacy'. "The more than €8 billion in total expenditure left a legacy of expensive and largely underused infrastructure, along with debt that weighed on public finances for years," the study recalls. "Many sports facilities today are in a state of neglect or decay, tangible symbols of poor planning and a lack of reuse strategies. Promises of urban regeneration and tourism development have been largely unfulfilled'. In short, an experience to keep in mind to avoid serious mistakes.