“For the Olympics we are focusing on quality tourism,” says Fabio Primerano of Federalberghi Lombardia.
Sports, food, wine and local traditions
A great opportunity, to be seized in the best possible way. But also a dangerous boomerang should the results turn out to be less than expected: the Milan-Cortina Winter Olympics, scheduled for February 2026, will allow eight destinations in three regions to shine a light on the excellence of their territory. Sports, food and wine, nature or linked to local traditions. “We can't wait for it to start,- says Fabio Primerano, president of Federalberghi Lombardia. -About 60% of the tickets to attend the competitions have already been sold and, taking into account that sometimes one ticket can correspond to several people, the number of visitors arriving in our country is estimated at between 3.5 and 4.5 million people.”
Visibility to be exploited on foreign markets
Important numbers, which have led operators to predict a demand that will be higher than the supply of beds, even if Primerano throws water on the fire: "The sell-out of some destinations such as Livigno or Bormio corresponds to a different trend in other areas. Milan, for example, is doing well, but I do not foresee a sell-out. However, we are all interested in quality tourism, which is fundamental for creating repeaters willing to return after the event. In addition, the media impact will be enormous and tourists from key markets such as North America or Northern Europe could put a trip on their calendar in the next few years'.
“In Milan…50% of rates are below €500”
Regarding the surge in hotel rates Primerano is categorical: “We must not look at the average price per room recorded during the period of the Olympics,- he explains, -but at the distribution curve of rates. In Milan alone, 50% of rates are below €500. Prices are settling down further and I foresee that by the end of October we will witness their “normalization.”
