Olympics world showcase, the dual track of exports and tourism

The last few years have seen an increase in exports of articles produced in the Asolo and Montebelluna Sportsystem district to historic and emerging countries. At the same time, tourism in the Dolomites has increased, coming from many of the key export countries. Two phenomena that march hand in hand, as demonstrated also by the increased purchase of tickets to see the Olympics, in the same countries.

A study by Intesa Sanpaolo makes the point: in 2024 exports of skis, boots and technical articles dedicated to winter sports in the district came close to 360 million euro at current prices (against 220 million in 2008): they represent 29% of total Italia exports in the sports articles sector. Compared to 2008, the increase in exports at current prices in the sector was 63.5% against +48.1% for the rest of Italia in the same sector.

Skis and boots are the spearhead: in 2025, with the exception of the second quarter, they showed a growth trend compared to 2024 in contrast with both the overall trend of the province of Treviso and the other two specialisations of the district (bicycles and footwear).

The main outlet markets, in value, are the United States and France, very close to each other, followed by Germany, Austria, Switzerland and Spain. The data document a positive correlation between attendance in the Dolomites and demand in the district for winter sports goods such as skis and boots. According to pre-sales of tickets for the Winter Games, the countries with the largest purchases are Germany and the United States (together they make up 40 per cent of sales). "With the exception of France, the Netherlands and Finland, which represent growing outlet markets for the district, the others (the UK, Switzerland, Canada and the Czech Republic) could reap new benefits after declining in 2019-2024. Benefits are also expected for 'distant' markets due to growing interest in winter sports," the report noted.

"For the companies of the Montebelluna Sportystem, the Milan-Cortina Winter Olympics represent an opportunity for international visibility, business relations, and new development opportunities. Working side by side with these companies on a daily basis, we observe a supply chain that continuously invests in product innovation, production capacity, and foreign market presidium," explains Cristina Cipiccia, regional director for the Veneto East and Friuli Venezia Giulia regions of Intesa Sanpaolo, which has created a structure dedicated to extraordinary finance, "designed to support entrepreneurs in defining the best growth strategies, with a sustainable, structured, and long-term vision, because only the industrial and planning solidity of the area allows for a great showcase like the Olympics to be transformed into lasting value.