Set across a range of spectacular settings, from the natural beauty and grandeur of the Italian Alps to the stylish energy of Milan, a newfound awareness of the popular European destination will very likely last long after the Games’ closing ceremony.
“The athletes performances and Milano Cortina’s new Italian spirit will connect people through inspiring and emotional sporting moments, infused with Italy’s passion and famous hospitality, which will cause people to fall in love with Italy and winter sport all over again,” International Olympic Committee president Kristy Coventry said.
According to statistics from Oxford Economics, Italy is predicted to see a faster increase in international tourists than all of Europe in 2026, reaching an estimated 66.7 million overseas arrivals, up 9.3% year-on-year, resulting in €2.9 billion (A$4.9 billion) rise in tourism spend.
Unsurprisingly, international travel to the entire country will rise in Q1 of this year.
Julia van Huisstede, owner of italktravel and ATIA member, is preparing for the inevitable increased interest in the European country from her clients.
“We know that Italy will spike, as Paris did as soon as the Olympics in the summer finished there. It 100% drives trends. People are just Instagrammable-hungry and they just want what they’ve seen on television,” she told travelBulletin.
Interestingly, this year’s Games is the first to be co-hosted by two cities – Milan and Cortina d’Ampezzo – and was intentionally designed as a decentralised, multi-city model to encourage better visitor dispersion, sustain travel gains for a longer period, and avoid congestion experienced during previous Olympics, including the 2006 Turin Games.
“With demand extending well beyond the event period and benefits spreading across Northern Italy, the Games provide an early test case for how mega-events can drive growth, resilience, and long-term destination appeal,” said the report from Oxford Economics.
While Milan currently serves as a gateway to the Games, surrounding regions will also enjoy increased visitation and awareness. In fact, Northern Italian cities like Verona and Venice will experience a faster rise in international visits than the national level and Milan will see a 10.7% boost in arrivals, thanks to investment in transport and infrastructure, making rail travel more accessible.
Van Huisstede also predicts that areas like the lakes region will also gain more popularity among tourists, especially those who have “already done Venice, Florence and Rome – the big three – now they want a more regional experience”.
“This will be showcased in the Olympics in a way that people will say, ‘I didn’t even know that [region] existed’,” she said.
Opportunities for agents
While Italy’s most popular season tends to be in the warmer months, this year’s Olympics will likely inspire travellers to consider visiting during winter and give the agents the opportunity to offer clients a different experience long after the Games are over.
“The 2026 Winter Olympics is not just shining a light on multiple destinations across Northern Italy – such as Milan, Lake Como and Cortina d’Ampezzo – it’s also reminding Australians that Italy is not just a summer destination,” noted Entire Travel Group sales director Greg McCallum.
“Winter (and the shoulder seasons) are great times to visit Italy, with smaller crowds and more time to engage with Northern Italy’s culture, food and natural attractions, as well as festive activities such as Christmas markets.”
Of course, this also dovetails with the growing trend around ‘coolcations’, with more travellers searching for new destinations during shoulder seasons.
Virtuoso’s 2026 Luxe Report revealed that 75% of clients were choosing destinations with “moderate, less extreme weather conditions”, while 76% were opting to travel during shoulder season or off-peak times.
Meanwhile, van Huisstede comes from a family of keen snow skiers and loves the picturesque landscapes of the Northern Italian region.
“The area has always been a huge drawcard to us, but more people are also branching out of the likes of France and Austria, which are your typical ski areas,” she pointed out.
“The Dolomites are becoming very popular, and this will just absolutely go nuts with the Olympics.”
Beyond snow sports enthusiasts, the heightened interest in Italy off the back of the Olympics also offer advisors the opportunity to lure in other clients who are seeking cultural immersion, snowy landscapes and off-season activities, such as winter truffle season and alpine spa experiences.
Foodies and fashionistas will enjoy Milan, while Cortina d’Ampezzo is all about chic ski resorts. Lake Como offers classic Italian glamour and the Dolomites has plenty of wellness-focused mountain properties.
However, van Huisstede always warns her clients that there are actually quite large distances between the main tourist attractions and huge mountains to cross in the region.
“It’s a little bit tricky and it’s not straightforward,” she admitted. “The trains will only stop in Como, so to get to Bellagio in the Lakes District, it requires ferries and privates. It’s probably not as seamless and hassle-free as the rest of Italy…it’s an adventure.”
Indeed, it will be interesting to see the lessons that the team for the Brisbane Olympics will learn from Milano-Cortino and how it will impact the country’s tourism sector.
“The legacy effects of the games will not just be limited to the impact on tourism – it has the potential to shift how the economic and tourism impacts benefit future host countries,” said Oxford Economics.
“The dispersed hosting model taken by Italy for these games is now expected to be used as a blueprint for future editions aligning with the International Olympic Committee’s focus on sustainability.”
