Ski holidays, 12.8 billion in turnover but Italian presences are decreasing: the data

Italian snow holidays are increasingly loved, even by foreigners. The turnover of the national white mountain system in the winter of 2026-27 will rise to 12 billion 836 million euros, an increase of over 636 million (+5.2%) on the final figure of the last season according to estimates by the JFC Italian Mountain Tourism Observatory.

Overall, attendance also increased by +4.1%. But while Italians' overnight stays are decreasing by -3.4% (it is above all families who have to give up or shorten their holidays), those of foreigners are up by 5.7% (Poland, the Czech Republic and the United States have the highest growth rates). In detail, the turnover of the hospitality system in its complexity of hotel and non-hotel accommodation facilities (hotels, villages, B&Bs, residences, cabins, chalets, farmhouses, holiday homes, rental accommodation, etc.) will be equal to 6 billion 392 million. Compared to the last winter season, whose final turnover amounted to 5 billion 951 million, an increase in turnover of +7.4% is expected, quantifiable as approximately 440 million more. The turnover of services such as equipment rental, ski instructors, ski passes and various ski lifts, etc., i.e. services connected to the practice of snow sports, is 4 billion 987 million. The final turnover last year was equal to 4 billion 828 million and there was an increase in turnover of +3.3% (approximately 159 million more). To other services such as catering, commerce, recreational and entertainment activities, etc. 1 billion 457 million will be allocated. Last year the overall turnover was 1 billion 420 million and there was an increase in turnover of +2.6% (37 million more).