The effect of the Milan-Cortina 2026 Winter Olympics is translating into concrete numbers for tourism and transportation. On the eve of the official opening of the Games, the airport system in northern Italy has seen a significant increase in bookings, and online platforms report a rapid filling of accommodations. The overall estimate speaks of more than one million visitors and a turnover that, considering induced activities, is close to 300 million euros.
One billion in attendance, 291 million in spending
According to a joint study by The Data Appeal Company and Mabrian, companies specializing in travel and location intelligence controlled by Almawave, direct spending generated by the event amounts to 291 million euros between accommodation, catering and transportation. Hospitality absorbs 68 percent of the total: hotels, non-hotel accommodations and short rentals benefit from demand that not only covers the days of the race, but extends to the weeks before and after, encouraging longer-than-average stays.
The restaurant sector intercepts 27 percent of spending. The effect translates into an increase in flows to restaurants, bars and commercial establishments, with direct effects on local food supply chains. The remaining 5 percent is distributed among transportation and ancillary services, helping to consolidate a widespread economic circuit.
Flights up on international routes
Air traffic analysis confirms the magnitude of the phenomenon. Overall capacity at Milan’s Malpensa, Linate and Orio al Serio airports is up 6%, with a 20% jump in long-haul flights to the Lombard capital. International routes lead the growth: +13.7% on medium-haul and +19.6% on long-haul, a sign of an interest that goes beyond the European basin and involves North America, Asia and the Middle East.
Venice Marco Polo is also benefiting from the long wave of the Games, with a 5.6 percent increase in overall capacity and a more pronounced progression on international routes.
Advance reservations and live prices
In cities directly affected by the competitions, saturation of online travel agencies is already hovering between 40 percent and 55 percent, about 15 percentage points higher than in February 2025. Early bookings provide stability to operators’ revenues, but generate upward pressure on prices.
A survey by Federconsumatori reports price increases of up to 162% in some cases. A figure that reflects the intensity of demand and raises questions about the affordability of supply. The challenge in the coming months will be to balance growth and sustainability so that the economic benefit does not translate into an excessive cost for residents and visitors.
