Published on
November 4, 2025
Italy joins Japan, Finland, Canada, Austria, and more in welcoming a winter tourism revival, forecasting growth driven by eco-conscious, adventure-seeking tourists. As global interest in sustainable travel and winter sports increases, destinations like Italy’s alpine regions are seeing a rise in international visitors, particularly those drawn to skiing, snowboarding, and immersive, nature-centric experiences. With a focus on environmental sustainability, luxurious yet eco-friendly accommodations, and long stays by foreign travelers, Italy’s mountain resorts are positioning themselves as key players in the global winter tourism landscape for the 2025/2026 season.
Winter tourism is a vital part of the global travel landscape, offering diverse experiences from skiing in the snow-capped Alps to cozying up in luxury mountain resorts. While each country has its unique winter appeal, some destinations are set to see impressive growth this season. Italy, known for its rich cultural heritage, art, and stunning landscapes, is no stranger to winter tourism. This year, the country is joining an exciting group of global destinations, including Japan, Finland, Canada, and Austria, poised for robust winter tourism growth in 2025/2026. From the majestic Dolomites to the picturesque Apennines, Italy’s mountains are bracing for a busy, though steady, winter season, driven by an increase in international visitors and new tourism trends.
Italy’s Winter Tourism Forecast: Moderate Growth with International Support
As we look ahead to winter 2025/2026, Italy’s winter tourism is projected to grow by 3.8 percent, a trend that is largely attributed to international visitors. While the number of local visitors is expected to dip, international snow enthusiasts are set to fill the gap, bringing stability to the mountain resorts. According to the Italian Mountain Tourism Observatory, this growth is seen as “positive, yet not ecstatic,” reflecting cautious optimism amid economic challenges and shifting environmental concerns.
International visitors, particularly from countries like Poland, the UK, and the Czech Republic, are expected to boost the sector. These markets have shown promising increases in demand, with Poland leading the charge at a solid 29.6 percent increase in arrivals. The UK follows with a 15.9 percent rise, and the Czech Republic is up by 8.2 percent. Families, adventure seekers, and winter sports enthusiasts are flocking to Italy’s renowned ski slopes, from the iconic Alps in the north to the quieter but equally stunning Apennines in central Italy. These visitors are staying longer, averaging 6.2 nights per trip, contributing to the economic stability of Italy’s high-altitude regions.
Domestic Travelers Seek Value, International Tourists Drive Longer Stays
Despite the expected overall growth, the winter tourism sector in Italy is also facing challenges. A significant decline of 3.9 percent in domestic visitors and a 14.5 percent drop in same-day trips highlight the shifting preferences of Italian travelers. Rising costs, inflation, and unpredictable weather patterns are affecting domestic tourism, with Italians now favoring shorter, more affordable winter escapes. Some are opting for midweek snowshoeing adventures or quick weekend getaways rather than traditional week-long ski holidays.
In contrast, international tourists are making up for the decline in local tourism. The longer stays and higher spending of foreign visitors are critical in maintaining the region’s tourism economy. Their focus is on a more immersive winter experience—skiing, snowboarding, cross-country hiking, and après-ski activities—which aligns with the current demand for both adventure and relaxation in Italy’s mountain regions.
Revenue from Winter Tourism: Reaching €12.1 Billion in 2025
The forecast for the winter tourism industry in Italy is not just about growth in visitors; it’s also about revenue. Italy’s winter tourism revenue is set to reach €12.1 billion, marking a 3.6 percent increase compared to the previous season. Hotels, a cornerstone of Italy’s tourism infrastructure, are forecast to generate €5.9 billion, thanks to their luxury offerings such as cozy chalets, spa facilities, and high-end services. Resorts across Italy’s mountain ranges are also benefitting from an increase in demand for wellness and luxury experiences.
Beyond hotels, winter sports services (including ski lift tickets, equipment rentals, and guided tours) will generate €4.78 billion, making them the second-largest contributor to winter tourism revenue. For many visitors, the thrill of skiing and snowboarding is at the heart of their Italian winter getaway, ensuring that lift passes and rental services will remain crucial sources of income. Food, retail, and entertainment services will also see revenue growth, with an expected €1.42 billion in earnings—showcasing the strong après-ski culture, gourmet restaurants, and shopping experiences available at Italy’s mountain resorts.
Price Hikes and Affordability Challenges for Tourists
While the winter tourism forecast is generally optimistic, tourists will notice a slight price increase this season. With a 5.8 percent rise in costs across the board, visitors will find that their winter holiday in Italy will be more expensive than in previous years. Hotels are seeing the biggest price hikes, with ski weeks increasing by 6.3 percent and weekends or peak periods rising by as much as 9.7 percent. Ski schools and lift tickets are also slightly pricier, with increases of 4.9 percent and 4.1 percent, respectively. Even meals and drinks at bars and restaurants are up by 5.5 percent.
For example, a full week of skiing for one adult will cost an average of €1,545, a 6.3 percent increase from last year. For a family of three, the cost will rise to €4,017. Weekends will be even more expensive, with adults paying €622 and families around €1,773. These increases reflect both the growing demand for Italy’s ski resorts and efforts by hospitality providers to recover from the pandemic’s financial impact.
Sustainability and Innovation Shaping the Future of Winter Tourism
As Italy looks to the future of its winter tourism, sustainability and innovation are becoming central themes. The forecast for the next decade, particularly around 2030, calls for increased focus on eco-friendly practices, carbon-neutral transport options, and snowmaking technologies. The unpredictable nature of winter weather—due to climate change—has forced the industry to adapt, incorporating new technologies to maintain snow conditions and reduce environmental impact.
Tourists are becoming more aware of the environmental impact of their travel, which has led to increased demand for eco-conscious accommodations and activities. This shift in mindset is being embraced by Italy’s winter resorts, with many introducing solar-powered ski lifts, zero-waste kitchens, and sustainable hospitality practices. This focus on sustainability will not only help preserve the natural beauty of Italy’s alpine regions but also ensure the long-term viability of the industry.
Highlighting Italy’s Premier Ski Destinations for 2025/2026
Among Italy’s top winter destinations, Cortina d’Ampezzo stands out as the clear favorite for high-end travelers, winning the title of “Ski Destination of the Year” in the latest rankings. Known for its stylish ambiance and luxurious amenities, Cortina offers a blend of top-tier skiing and an exclusive alpine experience. This iconic resort town is also gearing up for a big spotlight in 2026 when it hosts events for the Winter Olympics, further enhancing its appeal.
Madonna di Campiglio, another renowned resort, is popular for its well-maintained ski slopes and welcoming atmosphere. It offers a fantastic mix of adventure for thrill-seekers and comfort for families. The resort has garnered praise for its family-friendly accommodations and activities, making it a great option for visitors with children.
Livigno, which attracts both skiing enthusiasts and shoppers due to its duty-free status, is another key player in Italy’s winter tourism scene. The resort is known for its commitment to sustainability, making it a favorite among eco-conscious travelers. Additionally, Moena has earned the title of “most accessible,” thanks to its ease of reach from major cities, while Courmayeur stands out for its exceptional lodging choices, making it a top destination for those seeking luxury and comfort.
Challenges and Opportunities for the Future of Winter Tourism in Italy
While Italy’s winter tourism is thriving, challenges persist. Rising prices, particularly for peak season accommodations, may deter some budget-conscious travelers. Additionally, the impact of climate change remains a concern, with unpredictable weather patterns potentially affecting the consistency of snowfall in certain regions. Resort operators are responding to these challenges by diversifying their offerings, introducing new activities, and focusing on providing high-quality experiences year-round.
Italy’s winter tourism sector also faces competition from other countries, including Japan, Finland, Canada, and Austria, all of which are seeing similar growth in their ski and winter sports industries. To remain competitive, Italy will need to continue investing in infrastructure, sustainability initiatives, and innovative experiences to keep visitors coming back year after year.
Winter Tourism Growth in Other Countries
While Italy prepares for a strong winter season, several other countries are also experiencing significant growth in winter tourism. Here’s a look at how some of these key destinations are performing:
- Japan: Japan’s ski resorts, especially in Hokkaido and Nagano, are seeing a boom in international visitors. The country’s emphasis on powder snow, world-class ski resorts, and a rich cultural experience is drawing snow sports enthusiasts, with a reported 40 percent increase in visitors for the 2024-2025 season. Ski resorts like Niseko are expecting a busy winter season, with snowboarding and luxury ski packages becoming increasingly popular.
- Finland: Finland’s winter tourism is particularly attracting visitors to Lapland, where guests can experience the Northern Lights and stay in unique glass igloos. Finnish resorts are forecasting a growth in family visits, with attractions like Santa Claus Village drawing tourists from across Europe and beyond.
- Canada: Known for its vast winter landscapes, Canada’s ski resorts in British Columbia and Quebec are experiencing steady growth. Whistler Blackcomb remains a top destination for international skiers, with resorts capitalizing on both luxury and adventure tourism. Canada’s focus on eco-tourism and sustainable winter experiences also attracts environmentally conscious travelers.
- Austria: Austria’s winter tourism is thriving, with destinations like Innsbruck and Kitzbühel seeing a significant influx of visitors. The country is known for its rich ski culture and is attracting both adventure seekers and those looking for luxury après-ski experiences. Austria’s tourism growth is supported by its investment in snowmaking technologies and sustainable tourism practices.
Despite these challenges, the future of Italy’s winter tourism looks bright. With a steady increase in international visitors and a focus on high-quality, sustainable experiences, the country’s mountain resorts are set to remain a top destination for winter sports and leisure travelers. Whether it’s skiing in the Dolomites, exploring the Apennines, or enjoying a cozy winter retreat in the Alps, Italy offers a wealth of experiences that continue to attract travelers from all over the world.
Italy joins Japan, Finland, Canada, Austria, and more in welcoming a winter tourism revival, forecasting growth driven by eco-conscious, adventure-seeking tourists. With a rising demand for sustainable travel and outdoor adventures, international visitors are flocking to Italy’s alpine resorts for an authentic and environmentally mindful winter experience.
While Italy’s winter tourism growth may not be explosive, it is certainly steady and supported by a rising tide of international snow enthusiasts. With a mix of rich tradition, stunning landscapes, and increasing attention to sustainability, Italy is positioning itself as a year-round winter tourism destination, poised for continued success in the 2025/2026 season and beyond.
