The inaugural Apreski Milano Mountain Show took place in Milan on Oct. 16-19, welcoming 5,000 attendees, 70 brands and 200 speakers. Conceived as an international hub of sport, innovation and culture, the event set the stage for the 2026 Milano Cortina Winter Olympics and attracted over 50 Olympic and Paralympic athletes.
The new event establishes Milan as a key meeting point for the global mountain-sports community, connecting tourism, lifestyle and innovation as Italy prepares for the 2026 Games.
Artistic Director Andrea Baccuini described the concept as a celebration of the mountains as spaces “for sport, but also for fun and sociality.” The event highlighted winter destinations, outdoor brands and technological innovation in mountain experiences.
The Italian Winter Sports Federation (FISI) was the presenting partner of the event, organized under the patronage of the Italian Ministry of Tourism and supported by ANEF, Pool Sci Italia and Assolombarda.
Apreski Milano positioned itself as more than an exhibition. It aimed to become a cultural platform connecting the mountain economy with fashion, technology and tourism.
Following its strong debut, the show is expected to return in 2026 with expanded programming linked to the Milano Cortina Winter Olympics, potentially strengthening Italy’s visibility in the global outdoor and sports tourism sectors.
