The Olympic countdown clock is ticking, and Northern Italy is already feeling the lift. Visa Consulting & Analytics reports a stunning 160% surge in flight bookings to the Milano Cortina host regions compared to last winter, a clear signal that global excitement for the 2026 Winter Games is taking off—literally. Travelers from the U.S., UK, and Canada are leading the charge, transforming alpine airports and ski hubs from quiet retreats into pre-Olympic gateways.
Visa’s data sketch an early picture of the Games’ global magnetism. U.S. cardholders alone account for a commanding 35% of ticket spend on Visa, followed by Germany, Canada, Switzerland, the UK, and France—each adding their own share of anticipation and economic momentum. And while Americans are spending the most in aggregate, Australians, Canadians, and the Dutch are topping the charts in per-person spend, hinting at longer stays or perhaps a flair for luxury travel.
The optimism is shared locally. An overwhelming 90% of Italians expect tangible benefits from Milano Cortina 2026—from upgraded rail links winding through the Dolomites to revitalized piazzas and mountain resorts. Meanwhile, 95% of Northern Italy’s small and medium businesses foresee a positive ripple effect, anticipating not just tourist inflows but sustained visibility that stretches beyond the closing ceremony.
Andrea Fairchild of Visa summed it up best: the journey has already begun—not just for the athletes, but for everyone drawn into the orbit of this rare winter spectacle. The data suggest that the Games are already achieving what the Olympic spirit promises: connection, opportunity, and a shared sense of wonder that transcends borders, even months before the first torch is lit.
If early numbers are any guide, Northern Italy is about to have one of its busiest—and most transformative—winters in decades.
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