TRENDS AND INSIGHTS How the Olympic and Paralympic Winter Games Fuel Winter Sports Momentum

As Italy gets ready to host the Olympic and Paralympic Winter Games Milano Cortina 2026, this year’s winter sports season is gearing up for its biggest yet. With more trips being planned, more ski-gear being bought and mountain towns once again filling up, the Winter Games marks a significant moment for the industry – not just in Italy but across the continent.

And we can see it in the way consumers are feeling. The upcoming Winter Games will capture the attention of millions of fans around the world, as athletes compete at the highest level. But Visa’s research¹ shows that people aren’t just following winter sports – they’re getting in on the action too.

We’ve conducted a study¹ amongst more than 18,000 people across 16 global markets, and found that enthusiasm for winter sports is also reaching new heights:

• More than half (51%) say that Milano Cortina 2026 inspire them to take part in winter sports – proof the Olympic effect is in full swing.

• One in two (50%) have bought or rented winter sports clothing in the past year, with 22% doing so for the first time. 

• And when thinking about their next getaway, 51% say they’d like to book a skiing experience. Yet distinct passions pop – ice‑skating is favoured by UK (47%) and Hungarian (51%) winter sports fans, US consumers lean into snowboarding (44%), while Romania is most fond of dog sledding (51%).

A surge on the slopes

The opportunity around Milano Cortina 2026 becomes clearer when we look at how consumers are spending. New analysis² from Visa Consulting & Analytics (VCA) shows a rise in face-to-face transactions at Europe’s ski resorts during the 2024/25 season, with year-on-year spending up 20% in Austria and Italy, 15% in France, and 10% in Switzerland and Norway. 

Top spending categories included: 

• Restaurants (almost 20%)
  

• Hotels & Resorts (more than 15%)

• Grocery Stores & Supermarkets (almost 10%) 
  

And this impact won’t melt away once the season ends. Visa is helping digitise more than 50 ski destinations across northern Italy – driving lasting growth for businesses long after the closing ceremony.

When the hype turns into holidays

Many of us would have experienced being inspired by a destination and hitting ‘book now’ online shortly afterwards. And VisaNet transactions data² shows where winter sports fans are heading once they do.

In Germany, we can see that more than 80% of Visa cardholders travel abroad for winter sports, with Austria (over 45%) and Switzerland (20%) being their most preferred destinations. Meanwhile, in the UK, the majority (55%) of Visa cardholders choose France for their time on the slopes.

In other countries, we can see that winter sports fans stay closer to home. In Finland, almost all (99%) of Visa cardholders that go on ski holidays choose to keep things local, alongside over 9 out of 10 Polish cardholders and 85% of French cardholders. 

Smarter planning, smoother runs

Gone are the days of guesswork and last-minute scrambles. Today’s ski days start long before the boots are buckled, with smart tech and AI helping people choose resorts, plan travel, and sort gear ahead of time. Our research¹ shows that these tools are already part of the winter sports kit:

• One in three (31%) winter sport fans say they have used AI to help them buy or rent winter sports equipment. 

• Looking ahead, half (52%) would consider using AI tools for winter sports planning in the future, with 63% of this group saying AI surfaces options they might not otherwise have considered.

The payoff? Fewer wrong turns, better choices, and trips that feel made to measure.

Kim Kadlec, CMO at Visa Europe, says: “The Olympic and Paralympic Winter Games Milano Cortina 2026 are inspiring a new wave of interest in winter sports, creating a unique opportunity for Europe’s winter sports industry to grow and innovate.

Technology is at the heart of this shift, with the rise of agentic AI helping travellers plan and personalise their experiences, while secure digital payments make it easier to book and enjoy them. These trends mark the start of a new digital era – empowering businesses and consumers to embrace winter sports like never before.”

Because paying shouldn’t slow you down

Back when Italy last hosted the Winter Games, paying on the slopes looked very different. Visa helped bring card payments and Chip & PIN into the mix. Fast-forward to today, and payments have levelled up – from contactless taps to smart tools, helping consumers to research and plan their winter experiences. 

The real magic happens locally. Through Visa’s Merchant Programme, more than 50 ski destinations across northern Italy are getting a digital boost, helping small businesses get noticed, get paid quickly, and keep queues short.

VisaNet data² shows where that spending flows. Across European ski resorts, visitors prioritise hotels, restaurants and ski services – with ski lifts accounting for almost 35% of domestic spending in Germany and almost 30% of international spending in Norway.

Put it all together, it means less friction, and more fun – helping businesses focus on welcoming guests, while travellers focus on carving turns and making it to après ski on time.

More than medals: a boost for local business

Big sporting events do more than draw crowds, they give local economies a welcome lift too. Consumer research shows confidence is high, with 93% believing the Winter Games will help support growth across the continent’s winter sports industry¹.

There’s a good reason for the optimism. During the first weekend of the Paris 2024 Olympic Games, small businesses saw a 26% year-on-year increase in sales from Visa cardholders³. A glimpse of the kind of momentum northern Italy’s host regions could expect to see when the Winter Games come to town.