The Milano Cortina 2026 Winter Olympics are bringing money to northern Italy. Tourism and spending have increased. Visa Consulting & Analytics (VCA) analyzed recent data from VisaNet. The Games take place in Milan, Cortina d'Ampezzo, and other alpine towns. The data shows a large rise in visitors and purchases during the first few days. This includes the opening ceremony weekend.
Northern Italy had over 60% more international visitors using Visa cards than in the same period of 2025. Total purchases by these cardholders rose by 80% compared to the previous year. This shows the immediate financial effect of the event.
Top Source Markets for Visitors
Travelers came from several main countries:
- United States — This was the top market. Visitor numbers increased 160% year-on-year.
- China, Brazil, Canada, and Japan had the next highest arrival numbers.
- Germany made up the largest share of European visitors with a 31% increase. Switzerland, France, and the United Kingdom followed.
This mix shows the global interest in the Olympics. People travel to the city of Milan and the mountain venues in the Dolomites.
Spending Patterns and Growth
International Visa cardholders arrived in larger numbers. They also spent more money and increased the purchases in Milan. Total spending beat the levels from last year. The United States led this growth with a 125% year-on-year increase. Canada and Switzerland were next.
The highest average spending per visitor came from:
- Germany — €297
- China — €267
- United States — €255
These high totals show that visitors want premium experiences. They pay for luxury hotels in alpine resorts and cultural trips in Milan during the Winter Olympics.
Purchases in Milan rose 45% for international Visa cardholders and 30% for the Italian ones. Mountain regions like Cortina saw larger gains. International cardholder purchases there went up by 95% year-on-year. The Olympics help seasonal economies in ski and alpine zones the most.
Contactless payments increased by nearly 40% for both domestic and international Visa users. This shows that people prefer modern, convenient payment methods in crowded areas.
Top Categories Driving Purchases in Milan
International purchases rose the most in these categories during the opening ceremony weekend:
Fashion and accessories — up 35%. People paid for celebratory meals and food in restaurants after skiing.
Mobility and transport — visitors needed travel options to reach venues across northern Italy.
Visa released this data shortly after the Winter Games began on February 6, 2026. It proves the short-term economic benefit of hosting a major event. Experts estimate the Olympics could create billions in total value. This includes long-term tourism. The opening weekend figures already show real gains for local businesses. Shops in Milan and hotels in the mountains are benefiting.
The Milano Cortina 2026 Games continue through February. These early trends predict a lasting positive effect on tourism in northern Italy. The event combines sport, culture, and business.
