Fondazione Milano Cortina 2026 and ENIT S.p.A.: a strategic partnership aimed at enhancing the promotion of Italian tourism ahead of the Winter Olympic and Paralympic Games.
Promoting Italy through sport
The collaboration aims to highlight the uniqueness and excellence of Italy to millions of spectators and tourists. Twenty years after the last Winter Games in Italy, the 2026 Games put the country back at the centre of the international stage as Milano Cortina 2026 becomes the driving force for a renewed narrative of an unrivalled historical, cultural and landscape heritage, through the universal power of sport. For over a century ENIT, the Italian national tourist board, has been committed to boosting the national tourism industry and the synergy with the Olympic Organizing Committee will promote the integration and promotion of tourism and cultural services on a national scale. ENIT will also support initiatives dedicated to local excellence, pillars of the Italian brand that will help make the Olympic and Paralympic experience an unforgettable journey into the identity of Italy.
Italy as a global destination
This partnership is a significant opportunity to showcase Italy. Sponsorship are an extraordinary opportunity for international visibility, allowing ENIT, the institutional system of the Ministry of Tourism, the Italian brand and the Italia.it platform to be linked to some of the main values of the Games: excellence, inclusion, sustainability and a sense of national belonging. Italy is portrayed not only as the host country, but as a global destination, that can express quality, vision and appeal through the official channels of one of the most watched events in the world.
“The games are an unparalleled global showcase”
"The partnership between Milano Cortina 2026 and ENIT is a strategic alliance for the future of national tourism. Together, we confirm that the Olympic and Paralympic Games are an unparalleled global showcase that can portray an innovative, welcoming Italy that is deeply connected to its roots. It is a unique opportunity to consolidate a positive image of Italy in the world and generate a valuable legacy for the entire country,” said Andrea Varnier, CEO of Fondazione Milano Cortina 2026:
Sport as a major driver of tourism
"The Milan Cortina 2026 Olympic and Paralympic Games represent a unique opportunity for the entire country, an opportunity for both social and economic growth and development, with tourism and sport driving the region forward…Our observatory has noted that in recent years sporting events have been among the major drivers of tourism, attracting tourists from abroad and promoting our gems. We are confident that it will be a success for our country,” said Alessandra Priante, president ENIT S.p.A.
