As Italy races towards the Milan-Cortina 2026 Olympic Games, Visa has presented an analysis of the situation.
Just under 100 days to go to the start of the Games
With just under 100 days to go until the start of the Olympic and Paralympic Winter Games, through its new Visa Travel Intention Study by Visa Consulting & Analytics, in collaboration with Ipsos, the research reveals a substantial increase in ticket purchases and flight bookings by international travellers during the period of the Games.
An expected 160% increase in air travellers
Visa also takes a snapshot of Italians' feelings, expectations and ways of enjoying the Games and the travel intentions of international tourists to Italy during the Olympic period. The areas concerned will see a 160% increase in air travellers compared to the same period in 2025. The strongest year-on-year growth in the number of passengers per country comes from the Netherlands, followed by Canada, Germany, the United States, Finland, France and the United Kingdom.
An “assault” on Italian airports
The result is a significant increase in the number of passengers expected at the airports of the host or neighbouring cities: Milan Linate scores +450%, Milan Malpensa +190%, Verona +120%, Bergamo +80%, Venice +75% and Treviso +40%. "Together with the Fondazione Milano Cortina we have looked at ho bookings are going and how we foresee the distribution of guests across Italy,- says Stefano Stoppani, Visa Italy country manager. -For years Visa Italy has been working to ensure that small and medium-sized businesses in Lombardy, Veneto and Trentino Alto Adige which ill be involved in the games are ready. For us it is important that the merchants of these territories can benefit from the big event to make themselves known and to welcome visitors and offer them services and products. They will have to be ready to accept e-money and to work in e-commerce, because once the Olympics are over, the merchants will be in contact with some of these buyers."
Securing seamless airport connections
The economic impact of the Games for SMEs in Northern Italy will be 95%. Italians are enthusiastic about Milan Cortina; 90% expect a positive regional impact and 65% see the event as a catalyst for technological innovation. "We will analyze the data on the influx of visitors collected at six airports to understand how bookings are going, where the visitors are coming from and the growth compared to previous years. The numbers we are seeing are very interesting. Visa has been working for some time with local authorities and public administrations to make sure that the airport connections to the Games destinations are ready to welcome visitors."
