Winter olympics bring economic boom to northern italy
Visa data reveals significant tourism and spending surge
The Milano Cortina 2026 Winter Olympics have kick-started a major economic boost for northern Italy, according to recent data from Visa Consulting & Analytics (VCA). Analysis of transactions from VisaNet shows a significant increase in international visitors and spending during the opening ceremony weekend.
60% Rise in International Visitors, 80% in SpendingVCA analyzed data from Visa cardholders and found that northern Italy saw over 60% more international visitors in the first few days compared to the same period last year. Total purchases by these cardholders rose by 80% year-on-year, demonstrating the immediate financial impact of the event.
Top source markets for visitors
- United States - 160% year-on-year increase
- China
- Brazil
- Canada
- Japan
- Germany - largest share of European visitors with 31% increase
- Switzerland
- France
- United Kingdom
Spending patterns and growth
International Visa cardholders not only arrived in larger numbers but also spent more and increased their purchases in Milan. The United States led this growth with a 125% year-on-year increase, followed by Canada and Switzerland.
| Country | Average Spending per Visitor (€) |
|---|---|
| Germany | 297 |
| China | 267 |
| United States | 255 |
Purchases in milan and mountain regions
Purchases in Milan rose 45% for international Visa cardholders and 30% for Italian ones. Mountain regions like Cortina saw even larger gains, with international cardholder purchases increasing by 95% year-on-year.
Contactless payments on the rise
Contactless payments surged by nearly 40% for both domestic and international Visa users, highlighting the preference for modern, convenient payment methods in crowded areas.
Top categories driving purchases in milan
- Fashion and Accessories - up 35%
- Food and Beverage - visitors splurged on meals after skiing
- Mobility and Transportation - essential for reaching venues
As the Games continue through February, these early trends predict a lasting positive effect on tourism in northern Italy. The event's unique blend of sport, culture, and business is expected to create significant economic value, with billions estimated in total benefit, including long-term tourism growth.