The knock-on effect of the Olympics on the Italian hotel industry is being felt, at least judging by the data released by BWH Hotels.
Revenues up over 30% across Italy
Confirmed revenues for the Olympic and Paralympic period exceed 30% across Italy: in many of the areas most involved in the Games with bookings having exceeded 2025 levels. Milan is leading this trend, having already surpassed last year's results well in advance. The city has also reached 80% of the rooms that are historically booked for the entire February-March period, an exceptional advance compared to previous years. If we also consider the hinterland together with Milan, the area as a whole shows RevPAR up 18% and ADR up 64% compared to the same period in 2025.
Positive growth for all Olympic destinations
The positive trend is not limited to Milan and its hinterland: other Olympic destinations are also recording a significant increase in bookings compared to the same period last year. In Lombardy other locations show an average of 27% more rooms booked and a 55% higher ADR, with peaks in Valtellina. Veneto shows equally marked growth, with greater pressure in the final weeks of the Games: in particular, the Verona area shows a +22% increase in rooms booked with an ADR up 18%; Padua and Treviso show a +24% increase in rooms booked with an ADR up 5%, and Venice and Mestre recorded a +36% increase in room bookings with an ADR increase of 5%.
“The real value is expressed in the long term”
The Olympics effect is therefore proving to be a driving force not only for the period of the event, but for the entire 2026 season, as Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe, points out: "We must remember that the impact of the Olympics goes beyond immediate performance: the real value is expressed in the long term, generating benefits not only for hotels but for the entire economy, thanks to the attraction of new flows, the strengthening of the reputation of a destination and widespread benefits for the entire tourism sector. The current signs are very promising and allow us to start this extraordinary year with a solid foundation and a network ready to take full advantage of the opportunities generated by the Games."
