Published on
November 2, 2025
The hype around the Milano Cortina 2026 Winter Olympics has been reflected in the Visa data statistics of international trips to Italy, which have gone up most significantly, and the number of flight reservations has increased by 160 percent year on year. The main contributors to the said increment are the tourists from the major markets, such as the USA, UK, and Canada, who, on the whole, want to see the Winter Games taking place in one of the most historic cities in Europe. The countdown is now under 100 days, and the possibility of making Italy’s early 2026 visitor numbers is already there.
Visa Data Reveals Strong Travel Demand to Northern Italy
According to Visa Consulting & Analytics (VCA), international flight bookings to Italy have increased sharply, with Northern Italy—home to the Olympic host cities of Milan and Cortina d’Ampezzo—seeing the highest rise in travel demand. Visa data shows that U.S. travellers contribute the most to the surge, accounting for 35% of ticket spending on Visa cards. Other countries contributing significantly to the surge include Germany, Canada, and Switzerland, with the United Kingdom and France also showing strong interest in the upcoming Winter Olympics.
Interestingly, Visa data reveals that the highest average spending per cardholder is coming from Australia, Canada, the U.S., and the Netherlands. This reflects the growing appeal of the Winter Games, particularly among travellers seeking a luxurious experience in Italy during this once-in-a-lifetime event.
Impact of Milano Cortina 2026 on Italian Tourism
The Milano Cortina 2026 Winter Olympics promises to have a lasting impact on Italy’s tourism industry, especially in the northern regions where the Games will take place. Ipsos research, commissioned by Visa, highlights that a significant majority of Italians, 90%, expect the Games to bring lasting improvements to public spaces, transportation, and infrastructure. Additionally, 95% of small and medium-sized businesses in the host regions are optimistic about the economic benefits of the event, anticipating increased footfall and a positive effect on local commerce.
For international tourists, the Games represent not only an opportunity to experience the Olympics but also to explore Italy’s rich cultural heritage and scenic landscapes. As the Games approach, travellers are already booking flights, accommodations, and tickets, signalling a robust demand for all aspects of the Olympic experience, from ski resorts to city tours in Milan.
Sports Tourism and the Economic Boost from the Winter Games
The rise in bookings is not just a testament to the allure of the Milano Cortina 2026 Winter Olympics but also to the broader appeal of sports tourism. As the Olympics becomes a focal point for fans and athletes alike, regions across Italy are preparing to host visitors, offering a mix of luxury experiences, skiing adventures, and cultural tours. This growing trend is reshaping the travel landscape in Italy, with major investments being made in infrastructure and services to accommodate the influx of tourists.
Visa’s role as the official payment technology partner for the Olympics ensures a seamless and secure payment experience for international visitors. The company has worked to enable contactless payments across ski resorts, public transport, and various services in over 50 ski destinations in Italy. This digital transformation not only enhances convenience for travellers but also supports the local merchants and businesses benefiting from the tourism boom.
What This Means for International Travellers
For international travellers, the Milano Cortina 2026 Winter Olympics provides an opportunity to be part of a global celebration of sports, culture, and innovation. The Winter Games will showcase Italy’s winter sports prowess and its rich cultural heritage, offering visitors a chance to experience a truly unique Olympic destination.
Italy’s infrastructure improvements and digital advancements, driven by the Games, will also make travel to and within the country smoother. From seamless payments to upgraded transport links, international tourists can expect an enhanced travel experience, whether they are attending the Olympics, visiting the mountain resorts, or simply exploring Italy’s historic cities.
A Global Celebration Awaits in Italy
The Milano Cortina 2026 Winter Olympics is coming very soon, and for this reason, the increase in international travel to Italy is a sign of the growing world interest in the event. The 160% increase in flight reservations is just one of the many positive impacts that the Games will leave on Italy’s tourism and economy, lasting for years. Italy not only offers great winter sports but also superb culture and scenery for those who want to have the best experience. With the Olympics getting nearer and nearer, Italy is preparing to receive a great number of tourists and at the same time giving them the chance to take part in a really exceptional event.
