The 2025/26 Season Kicks Off with Strong International Demand

Italy’s winter tourism sector is regaining momentum, with mountain destinations focusing heavily on international travelers. Forecasts indicate an overall 3.8% increase in visitor numbers, driven mainly by foreign markets. The number of international tourists is expected to rise by 8–8.8%, while the domestic market may see a 3.9% decline and day trips could drop by around 14.5%.

Revenue Growth and Sector Outlook

For the 2025/26 winter season, total tourism revenue is projected to reach €12.1 billion, marking a 3.6% increase compared to the previous year.

Accommodation remains the leading segment, with hotel revenues estimated at €5.9 billion, followed by sports and resort services (€4.78 billion). The food, retail, and entertainment sectors together contribute approximately €1.42 billion.

Visitor Profile and Regional Trends

Foreign visitors continue to shape Italy’s winter tourism landscape. The number of tourists from Poland is expected to surge by 29.6%, followed by 15.9% from the UK and 8.2% from the Czech Republic.

Meanwhile, Italian travelers are opting for shorter, value-oriented vacations, reflecting the impact of current economic conditions and signaling a shift in domestic travel patterns.

Rising Prices and Increased Costs

Accommodation, ski schools, lift passes, and leisure activities are all seeing noticeable price hikes. On average, costs are expected to rise by 5.8% this season. A one-week ski holiday is projected to cost around €1,545 per person, or approximately €4,017 for a family of three.

Sustainability and Future Investments

Italy’s mountain tourism sector is adapting to climate change and shorter snow seasons with forward-thinking strategies. From advanced snowmaking technologies to innovative “snow reliability” models, operators are working to future-proof their destinations.

By 2030, the focus is on building a sustainable, high-quality, and innovation-driven tourism portfolio, ensuring that Italy remains one of Europe’s most resilient winter destinations.