Italy is set to benefit from a €5.3 billion economic impact generated by the Milano Cortina 2026 Winter Olympics, according to a new study by Banca Ifis. The figure includes immediate spending, extended tourism revenues and long-term infrastructure value.
The figure includes:
- About €1.1 billion in immediate spending from activities and services on site by spectators and operational staff;
- €1.2 billion in extended tourism revenues in the next 12-18 months;
- €3 billion in long-term value created through enhanced sporting venues and civil infrastructure.
The findings were unveiled on December 2 at the Italian Embassy in London at an event highlighting the opportunities emerging around the Games, titled “Beyond the Game: Sport, Economy and the Road to Milano Cortina 2026.” Organized by Banca Ifis in collaboration with the Embassy, the event brought together leaders from sport and related sectors, with speakers at the round table including Alessio Cremonese, President of Assosport, Vicky Gosling, CEO of GB Snowsport, and Arianna Colombari, Corporate Communication & Sustainability Director at Tecnica Group.
Following the discussion, Italian former footballer and executive Gianfranco Zola was named “Ambassador of Italian Sport in the World.” Zola was previously conferred the honor of Officer of the Order of the British Empire (OBE).
The Milano Cortina 2026 Winter Olympics will welcome around 3,500 athletes from 90 countries, attract 2.5 million spectators and reach an estimated global television audience of 3 billion people. With an average stay of over three nights, the Italian tourism industry is projected to experience a 12- to 18-month period of opportunity, extending significantly beyond the dates of the competition.
