Milan Cortina, the Games boost arrivals (+160%) from the USA and Germany
Expectations 100 days before the start of the competitions
by Sara Monaci
With 100 days to go before the start of the Winter Olympics in Milan and Cortina, a first tangible effect on tourism is already visible: between 1 and 21 February 2026 (a period largely coinciding with the sporting competitions) a 160% increase in arrivals from abroad to Northern Italy is expected, compared to the same period in 2025. Leading the way in bookings at the moment are visitors from the United States, followed by Germany.
Milan's airports take the lion's share with a passenger boom at Linate (+450%) and a 190% increase at Malpensa. They are also followed by Verona (+120%), Bergamo (+180%), Venice (+75%), and Treviso (+40%). This is what emerges from an analysis by Visa Consulting & Analytics, based on tickets purchased and flight bookings (obviously by Visa cardholders) from 6 February to 31 August 2025.
The main markets for purchasing tickets to attend the Games (which will take place from 6 to 22 February 2026) are Germany and the United States, with a share of over 20% each. This is followed by France, the UK and Switzerland (over 5%), Canada, the Netherlands, the Czech Republic and Finland (around 5%).
These figures are "higher than expected, confirming the global attractiveness of the event," comments Stefano Stoppani, country manager of Visa Italia.
Expectation is also growing within the country. Almost 80% of the residents in the territories concerned have declared interest and 90% expect positive effects on the territory, recognising the benefits in terms of redevelopment of public spaces, enhancement of transport and infrastructure, and tourist attraction. 63% believe that the event will produce a lasting effect, even for years. In addition, 70% of those who will attend the Games said they intend to visit other locations and extend their stay beyond the competition.
