With less than 100 days to go until the Olympic Winter Games Milano Cortina 2026, new data from Visa Consulting & Analytics (VCA) finds a surge in flight bookings and ticket purchases for the Winter Games (Feb. 6-22) made with Visa across Italy’s host regions.
By the numbers
- Ahead of the 2026 Winter Games, Northern Italy is expected to see a 160%+ increase in international travellers arriving by plane compared to this same time last winter. The largest contributors are flying in from the U.S., the U.K. and Canada.
- U.S. Visa cardholders account for the largest share of ticket spend (35%) among tickets purchased with a Visa card. Following the U.S. are Germany (more than 10%), Canada (nearly 10%), Switzerland (5%), UK (5%) and France (5%)
- The highest average spend per Visa cardholder: Australia, Canada, U.S. and the Netherlands.
- 90% of Italians expect benefits for host cities of the Milano Cortina 2026 Games, including lasting improvements to public spaces, transport, infrastructure and tourism.
“The journey to Milano Cortina 2026 has already begun – not just for athletes, but for the fans, travellers and small businesses getting ready to be a part of something unforgettable,” said Andrea Fairchild, Sr. VP, Global Sponsorship and Experiential Marketing, Visa. “The uptick in travel reflects more than demand – it shows how the Games inspire connection, opportunity and shared excitement long before the first event begins.”
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