The Milan-Cortina Olympics represent a peak of acceleration in the process underway for Alpine tourism. 

2026 set to be a peak year

According to estimates by Isnart and Unioncamere, 2026 should mark a historic peak for Alpine tourism, with 513,000 arrivals in the Olympic areas, 1.8 million overnight stays and €281 million in direct tourist spending. The overall economic impact is estimated at over €5.3 billion.

Tourism dropped by 50% in 2020

The infographic “Cortina 2026: numbers and trends in new mountain tourism” report from VRetreats, a high-end Italian hospitality brand, provides a snapshot of the evolution of Alpine destinations from 2019 to today and the expected impact of the Games on the tourism system. According to this data, after the collapse in 2020, which saw a 50% drop in visitor numbers, Alpine tourism has shown growth rates above the national average in the post-pandemic period.

Cortina d'Ampezzo: 12.000 beds in 2025

At a regional level, between 2019 and 2025, Valle d'Aosta will go from 3.6 to 4.01 million visitors (+11%), Trentino from 6.9 to 7.75 million (+12%) and South Tyrol from 35 to 37.1 million (+6%). The average length of stay will also increase, reaching 4.6 nights in 2025, compared to 3.8 in 2019. Cortina d'Ampezzo stands out in this context, with steady growth since 2019, an estimated 12,000 beds in 2025, an average occupancy rate of 79% and average spend of €310 per night. Positive performance is also recorded in Madonna di Campiglio and the Monte Cervino area, supported by sports tourism, wellness and the premium segment.

International visitors spent €182 daily

The contribution of international tourism remains decisive in Alpine resorts. Between 2019 and 2025, foreign arrivals in Alpine resorts grew steadily, driven by Germany, Switzerland, Austria, the United Kingdom and the United States. In 2025, the average daily expenditure of international guests reached €182, compared to €135 for Italians. Interest is also growing in offers combining luxury and sustainability, with an increase in 4-star and 5-star properties, more green certifications and more and more experiences related to wellness and nature.

Forecasts indicate growth in summer visitors

Looking beyond 2026, the challenge, according to VRetreats, will be to consolidate the benefits achieved and steer development towards a balanced and sustainable model of mountain tourism. Forecasts indicate growth in summer visitor numbers, an increase in stable accommodation capacity, and an increase in green-certified facilities.

In Venice, in the heart of the Cannaregio district, the boutique Hotel Madama Venice is offering exclusive deals for Valentine's Day and Carnival.

Two special offers

Starting from £584, the Valentine's Day offer includes two nights at the elegant hotel with a private gondola ride through the Venetian canals, sipping prosecco. The Carnival offer is for a minimum stay of three nights between 31 January and 17 February. The promotion starts at €876 and includes a one-hour private lagoon tour in the morning, where you can enjoy the Venetian carnival away from the crowds. 

One of Venice’s oldest districts

The boutique Hotel Madama Venice welcomes guests to Palazzo Antelmi, a finely restored historic building, in an atmosphere of refined tranquillity. The Cannaregio district, in the north-western part of Venice, stretches from the Grand Canal to the Lagoon and is historically divided into two parts: an older part overlooking the Grand Canal with its palaces, and a more recent part.

Venice had the first Jewish Ghetto

The Sestiere is one of the six neighbourhoods into which Venice is divided, and Cannaregio is one of the districts that best reflects Venice's welcoming nature and the foreign communities that have found a home here over the centuries. Among the most numerous are the Greek and Jewish communities. It was in Venice, in fact, that the first Jewish ghetto in history was established, with the Campo del Ghetto Nuovo and the more recent Campo del Ghetto Vecchio. 

Beautiful Venetian palaces

Continuing through the narrow streets and alleys, you reach Campo dei Mori, famous for the Moor statues that guard its entrance, and a little further on, the birthplace of Jacopo Tintoretto, a living testimony to the link between the district and one of the greatest masters of Venetian painting. The route culminates with the imposing Church of the Madonna dell'Orto, which suddenly reveals itself to the visitor's gaze, and with lesser-known but charming palaces, such as Palazzo Donà delle Rose, recently rediscovered by the general public thanks to the filming of the series The New Pope.

Arquà Petrarca and Galzignano Terme are a microcosm of excellence.

A combination of culture, authenticity and wellbeing

In the Euganean Hills Regional Park, which is part of the UNESCO MaB World Network of Biosphere Reserves since 2024, Arquà Petrarca and Galzignano Terme are two examples of excellence in the Veneto region. The former, one of “Italy's most Beautiful Small Towns,” has preserved its medieval charm and is associated with the figure of the poet Francesco Petrarca.  Galzignano Terme is a well-known spa resort which has become a destination for wellness and wellbeing tourism. Together, they offer a unique combination of culture, authenticity and wellbeing.

ph credits M Danesin

Walking trails and food and wine experiences

Thanks to their strategic location in the Euganean Hills, Galzignano Terme and Arquà Petrarca are starting points for walking or cycling in nature through woodlands and vineyards. Lake Costa, part of the UNESCO serial site “Prehistoric pile dwellings around the Alps”, can be admired from below and also from above, along the Cammino di Sant'Antonio (St. Anthony's Way) which crosses the Regional Park, passing through the village of Arquà, and from here, there are various hiking trails.  The village is lively all year round thanks to a calendar of events ranging from concerts and markets to cultural gatherings and food and wine experiences. 

Celebrating the jujube and local olive oil

Among the most popular events in Arquà Petrarca is the Festa della Giuggiola which takes place on the first two Sundays of October and celebrates the jujube in all its forms, including the famous “brodo di giuggiole” (jujube broth). Alongside the jujube, Galzignano Terme boasts the production of De.Co. cherries which is celebrated on 2 June with markets, tastings and events. There are numerous wineries and vineyards that can be visited to appreciate the wines of the Euganean Hills, and the local extra virgin olive oil, among the best in Italy, is celebrated in November with the Festa dell'Olio Novello and can be tasted on guided tours.

Galzignano Resort Terme & Golf is ideal for wellness, nature and sport and is set in a 35-hectare park.

In a UNESCO Biosphere Reserve

In the heart of the Veneto region, overlooking the Euganean Hills Regional Park - part of the UNESCO MaB World Network of Biosphere Reserves since 2024 - Galzignano Resort Terme & Golf is a complex of three 4-star hotels set in a 35-hectare park. 

A complex of three 4-star hotels 

Located in Galzignano Terme, in one of the largest spa centres in Europe, the resort consists of three 4-star hotels: Majestic, Sporting and Splendid. Each has its own identity, but they all share wellness, sport and nature. The complex stands out for its large spa area with salt-bromine-iodine pools, specialized spa services and a natural setting which is ideal for outdoor activities and wellness programmes. Thanks to its sports facilities, meeting rooms and modular hospitality solutions, the Galzignano Resort Terme & Golf is the ideal solution for a weekend dedicated to beauty and wellness for couples, families or business travellers.

The Hotel Majestic is modern

The three properties have spacious and bright guestrooms, many with balconies, with panoramic views of the Euganean Hills, and provide direct access to all the resort's facilities, from thermal pools to sports fields, restaurants and children's areas. The Hotel Majestic is modern with nature-inspired interiors. It has five different types of rooms and suites, and is the ideal choice for those seeking a stay that blends nature with discreet luxury.

The Hotel Splendid offers greater privacy 

With its classic style and spacious rooms, the Hotel Splendid offers greater privacy, thanks in part to its secondary entrance and it can accommodate up to 300 people, making it ideal for the MICE segment. The Sporting is the most popular hotel with international guests. Of the 110 rooms and suites, there are some with views of the golf course, and it is the closest to the Revital Wellness & Spa and the sports fields. 

The Revital Wellness & Spa is the heart of the resort

The resort has indoor and outdoor thermal pools and the spa area also includes saunas, steam baths, hydromassage courses and relaxation rooms. Revital Wellness & Spa, the heart of the resort's wellness programme, offers numerous treatments including regenerating courses, holistic massages and personalized beauty treatments. The complex also promotes wellbeing through a range of sporting activities, with seven tennis courts, a 9-hole golf club and a free bicycle hire service for exploring the green landscapes, vineyards and historic villages of the area. Galzignano Resort Terme & Golf is located 30 minutes by car from Padua station and 50 minutes from Venice station. From Padua it is possible to continue by train to the smaller station of Battaglia Terme, located five minutes by car from the resort.

From 12 February to 14 June, Rome’s National Galleries of Ancient Art will host the exhibition “Bernini and the Barberini” at Palazzo Barberini. 

The exhibition is in six thematic sections

This will be an in-depth look at the relationship between Gian Lorenzo Bernini and one of the most influential families of 17th-century Rome. It will present the public not only with a portrait of an artistic genius, but also with the historical and political context in which he lived and worked. Divided into six thematic sections, the exhibition will take visitors through Bernini's entire career, highlighting the decisive role played by the Barberini family's commissions and, in particular, his relationship with Pope Urban VIII, the artist's first and most important patron.

Works from international collections

The exhibition brings together sculptures, drawings and sketches illustrating Bernini's creative process, alongside works of great value from international collections that are rarely seen in Italy, such as “Saint Sebastian” from the Thyssen-Bornemisza Museum, “Putto with Dragon” from the Getty Museum and “The Four Seasons” from the Aldobrandini collection. On display are drawings, engravings and preparatory models of the famous Baldacchino di San Pietro (Baldachin of St. Peter's) and the funeral monument of Urban VIII.

Bernini the painter 

The exhibition also reserves a space for Bernini the painter, presenting a selection of canvases, some of which are on public display for the first time. The exhibition concludes with a comparison with other great protagonists of the 17th century, including Guido Reni, François Duquesnoy and Alessandro Algardi, offering a broader view of the European artistic landscape of the time.

His famous colonnade in St, Peter’s Square

Bernini and the Barberini coincides with the 400th anniversary of the consecration of the new St Peter's Basilica in 1626, one of the most significant moments in the history of Roman Baroque. This anniversary provides an opportunity to explore the figure of Bernini and to highlight a historical period that marked the history of Rome and Italy. Bernini’s colonnade and baldachin of St. Peter's Basilica, the latter created in collaboration with Francesco Borromini, and the Fountain of the Four Rivers in Piazza Navona are other well-known examples of his mastery as a sculptor and architect. 

Peak Lake Garda 42 returns from 10 to 12 April 2026 with a weekend dedicated to Lake Garda runs.  

Races, side events and product testing

In addition to the marathon and half marathon, the programme will include side events for everyone: on Friday, the 10-kilometre Oxyburn Trail Run in Malcesine; on Saturday, the 8-kilometre PEAK Morning Run in Limone and the Kids Run in Arco. The Expo Area will be open throughout the weekend with stands and product testing and registration is officially open on the lakegarda42.com website. As per tradition, the programme will be enriched by a series of side events which, starting on Friday 10, will make the weekend a complete experience for enthusiasts, curious onlookers and families. 

The Oxyburn Trail Run on Friday 10 April

The weekend kicks off on Friday 10 April with the Trail Run, which this year welcomes a new Title Sponsor: Oxyburn “We chose to collaborate with PEAK LAKE GARDA 42, because of the quality of the event, the environmental context and its focus on sports tourism,- said Jacopo Pea, CEO of Oxyburn. -The event is now a benchmark in the world of running, a market in which our brand is recognized for the quality we offer.” 

ph credits matteo zanga

A 10-kilometre loop route

The route is a 10-kilometre loop around Monte Baldo with an elevation gain of almost 500 metres. This is a non-competitive community run with no rankings and, at the end of the race participants can enjoy a final aperitif with partner Birra Monte Baldo and a get-together with Oxyburn and its ambassadors. There are 250 places available. All participants will receive a free pair of Oxyburn 1216 socks, specially designed for trail running to ensure maximum breathability and effective heat dissipation and the GRS polyester sponge insole that offers excellent cushioning against impact with the ground.

Saturday 11 April – PEAK Morning Run

The programme continues on Saturday morning with the PEAK Morning Run in Limone del Garda The start is set for 10:00 a.m., for a non-competitive community run that will see participants running along the picturesque promenade overlooking Lake Garda, along an 8-kilometre route. There are 150 places available and all participants will find a hearty breakfast waiting for them at the finish line and will receive a free PEAK T-shirt.

Saturday 11 April – Kids Run

In the afternoon, at 6 p.m., it's time for the little ones with the Kids Run, which this year will take place in a new location: in the historic centre of Arcodi Trento, a few kilometres north of Riva del Garda. There will be two routes: the first, 1000 metres long, is open to children up to seven, and the second, 2 kilometres long, is reserved for participants up to 12 years of age. In both cases, registration includes a race pack, a medal and refreshments at the finish line. There are 150 places available and those who register by 24 March will receive a personalised race number with their name and nationality. For information: www.lakegarda42.com

Among the trends that will guide tourism in 2026, one is that people no longer travel just to reach their final destination. 

Enjoying the slowness and authenticity of the journey

In fact today seven out of ten young people attribute the same importance to the journey as to the destination, investing considerable sums in experiences that leave a mark (source: Global Travel Trends Report 2025 and McKinsey & Skift) and choosing to enjoy the slowness, authenticity and emotional value of the journey. 

Increased demand for secondary cities

In an age marked by hyperstimulation and frenetic rhythms, young people are transforming travel into a slow experience, full of meaning, well-being and deep connection with places and with themselves. “It is no coincidence that in Italy we are seeing a significant increase in bookings in secondary cities, that allow you to experience a slower pace,” says Rosa Giglio, Head of Brand Marketing and Communication at BWH Hotels Italy & South-East Europe.

Souljourn is a new micro trend

Soft Reset (or Souljourn) is also among the new micro-travel trends for 2026. This is a way of travelling that no longer involves numerous activities and intense schedules, but rather the pleasure of stopping and “resetting” the mind. “For 2026 we are seeing an increase of more than 20% in bookings in secondary destinations in Italy, i.e. medium-sized cities and less popular destinations such as Lecce, Reggio Emilia, Cesena, Lucca, Bergamo, Marsala and Padua,” says Rosa Giglio.

Puddling means simplicity and quiet places

Then there is puddling, a trend that focuses on simplicity and prolonged contact with nature in secluded and quiet places. “Given this need for simple and authentic experiences, weekend stays in small towns are on the rise, as these places allow visitors to explore the surrounding areas at a leisurely pace and experience a slower rhythm of life. In Puglia, for example, more and more travellers are choosing Massafra; in the Treviso area, villages such as Castelfranco Veneto, Quinto di Treviso and Silea are being rediscovered, and in Alta Valtellina, Tirano is growing in popularity. Along the Via Emilia, cities such as Parma and Forlì offer a mix of history and tradition, while in Umbria, Perugia remains the ideal destination for slow tourism. Even the vineyards of Verona, with San Bonifacio, are experiencing renewed interest. In all these locations, we have seen an average increase of 10% in weekend stays,” adds Giglio

Seaside and lake locations are in demand

Another trend stems from the deep sense of well-being that comes from connecting with water: “In Italy, resorts and retreats by the sea or lake are responding to this new sensibility by offering experiences that regenerate the body and mind. This winter we have seen a significant increase in requests for various seaside locations (+30%) from the Ligurian Riviera to the peaceful landscapes of the Circeo National Park with Sabaudia, to the Romagna Riviera with Rimini and the more intimate coasts of southern Italy, such as Catanzaro Lido or Nova Siri.” 

Birdwatching, fishing and staegazing are popular

Hushed and contemplative activities such as birdwatching and fishing, and grand gatherings, which bring the social dimension of travel back to the forefront with the desire to share time and experiences with family, friends and groups, are on the rise. Star Bathing, night-time stargazing, and Cowboycore, for a travel experience on isolated ranches, horseback riding, bonfires under the stars and country cooking, are particularly appealing and attractive.

The Chianti hills are a gentle, undulating chain straddling Florence and Siena. 

Wine growing was established in 1832

From a historical point of view, for centuries Chianti included the municipalities of Gaiole, Radda and Castellina, part of the old Chianti League, established in 1384 by the Florentine Republic and whose symbol was the still famous black rooster. With the establishment of the wine-growing area in 1932, the territory known as Chianti was significantly expanded.

Home to the Chianti Classico DOCG red wine

The history of this territory has always been inextricably linked to the wines produced in these areas, and more. Chianti is therefore the ideal destination for a journey into Tuscany’s food and wine traditions. The municipalities in this area are part of the production zone of Chianti Classico DOCG red wine, which is famous throughout the world. The Sangiovese vines, the basis of Chianti Classico, are spread across the hills of this territory, leaving room here and there for villages and hamlets. 

Tuscan food has entered the most refined cuisines 

Chianti wine pairs perfectly with tasty products such as cold cuts and with local  dishes that use ingredients that traditionally fed the poor, now ennobled to the point of becoming part of the most refined international cuisines: dishes such as ribollita, stuffed neck, chicken livers and tripe.

The Chiantigiana road is popular with motorcyclists

A perfect way to make sure you don't miss a single stop in this area is to travel along the Chiantigiana, the road from Florence to Siena that is so beloved by motorcyclists. Stops along the way include the villages of Greve in Chianti, with its curious triangular square surrounded by porticoes, Castellina, with its fortress, home to the archaeological museum, and typical villages such as Montefioralle and Panzano.

Fascinating museums, and wineries 

The Chianti roads also lead to castles such as Volpaia, in the municipality of Radda, the scene of centuries-old struggles between the Florentine and Sienese republics. Castelnuovo Berardenga is home to a unique museum, the Museo del Paesaggio, a space for reflecting on the relationship between man and the environment, while a few minutes from San Casciano in Val di Pesa we find the fascinating Cantina Antinori winery.