Published on
November 6, 2025
With the onset of winter, Italy is ready to charm its tourists again with the mesmerizing mountain scenery and a variety of new activities that are going to be very interesting and will greatly improve the visitor experience. The snow-covered tops of the Dolomites and the quiet trails of the Apennines, the mountain resorts of Italy are getting ready for a joyful season, which is perhaps going to be the best ever. Italy’s winter tourism changing to accommodate travelers with classic and new needs has been a big factor in boosting the number of international arrivals during this period.
Anticipating Growth Despite Challenges
While Italy’s domestic tourism numbers are showing signs of decline, international visitors are expected to make up for it, driving a 3.8 percent increase in overall visitor numbers for the 2025-2026 winter season. According to the Italian Mountain Tourism Observatory, this year’s forecast is positive, albeit cautiously optimistic. The report attributes the boost in foreign tourism to the country’s unique combination of upscale facilities and rugged, natural beauty. With the average stay of international tourists extending to 6.2 nights, they are adding stability to mountain resorts, making up for the drop in same-day and local visitors.
Countries like Poland, the UK and the Czech Republic are expected to lead the charge in increasing numbers of visitors, with Poland alone showing a growth of 29.6 percent. These snow enthusiasts are attracted to Italy’s world-class ski slopes, family-friendly atmospheres, and breathtaking alpine views.
New Winter Activities for 2025-2026
This season, Italy’s winter resorts are not only offering traditional skiing and snowboarding but also introducing a range of fresh activities designed to appeal to a variety of travellers. Snowshoeing, an increasingly popular winter sport, will be expanded, with new trails open for those looking to experience Italy’s serene snow-covered landscapes away from the crowded slopes. Additionally, guided moonlit snowshoeing tours are gaining traction in various regions, offering an otherworldly way to explore the mountains under the night sky.
For those seeking adventure beyond skiing, winter hiking and snowkiting are making waves. Snowkiting enthusiasts can try their hand at harnessing the wind to glide across snowy fields in destinations like Livigno, while winter hiking paths are being further developed, connecting hidden corners of the Apennines and Dolomites.
Meanwhile, for those keen on a less traditional experience, several resorts are now offering winter wellness experiences, with specialised retreats focused on mental and physical rejuvenation. Visitors can enjoy hot springs, spa treatments, and even yoga sessions designed to refresh and relax after a day of skiing.
Tourism Revenue and Price Hikes
Italy’s mountain resorts continue to be a lucrative sector for the tourism industry, with the winter tourism revenue forecasted to reach 12.1 billion euro, a 3.6 percent increase from last year. This growth is supported primarily by the accommodation sector, which is expected to generate 5.9 billion euro. Sports services, including ski lift passes, equipment rentals, and lessons, will bring in 4.78 billion euro, while food and retail contribute a further 1.42 billion euro.
However, as with many other European destinations, visitors should expect to see a rise in prices this season. Ski pass prices are set to increase by 4.1 percent, with hotel prices rising by 6.3 percent. While this may come as a disappointment to some, the added value of longer stays and innovative experiences may balance out the costs for those seeking memorable and authentic winter experiences.
Sustainability and Innovation in Italian Winter Tourism
Looking ahead to 2030, sustainability will be a key focus for Italy’s mountain resorts. With the ongoing challenges of climate change, the industry is adopting innovative solutions to reduce environmental impacts while enhancing the tourist experience. From solar-powered ski lifts to zero-waste kitchens, many resorts are integrating green technologies into their operations. Additionally, carbon-neutral transportation options are being explored, allowing visitors to enjoy the stunning landscapes with a clear conscience.
This commitment to sustainability is especially evident in the rise of eco-conscious experiences, such as sustainable snowshoeing and winter hiking tours that allow guests to explore nature without compromising the environment.
Top Winter Destinations in ItalyCortina d’Ampezzo: Known for its glamorous atmosphere, Cortina remains Italy’s premier winter destination, having earned the title of Ski Destination of the Year. With its stylish resorts and world-class slopes, it attracts visitors seeking luxury paired with adventure, especially ahead of the 2026 Winter Olympics.Madonna di Campiglio: This family-friendly resort offers excellent skiing conditions and a wide range of amenities for all ages. It is ideal for visitors looking for a welcoming and accessible mountain experience.Livigno: A duty-free haven for shoppers and skiers alike, Livigno is becoming a hotspot for those looking for a combination of relaxation, sport, and retail therapy.Moena: Recognised for its accessibility, Moena is perfect for those seeking an easy, family-friendly destination.Courmayeur: Known for its exceptional lodging options, Courmayeur is becoming increasingly popular for those looking for comfort combined with outdoor adventure.The Future of Italian Winter Tourism
As Italy’s mountain resorts continue to attract tourists from around the globe, they face the challenge of adapting to changing climate patterns. However, their commitment to sustainability, innovation, and offering unique, eco-friendly experiences will likely ensure that Italy remains a top winter destination well into the future.
Despite the increase in prices this season, some local tourists might choose other attractions, but the new activities and the beauty of Italy’s winter scenery will surely entice visitors to return again and again.
