Visa has released new data¹ revealing consumer spending patterns in the Winter Games host locations² during the opening weekend of the Olympic Winter Games Milano Cortina 2026.
VisaNet data by Visa Consulting & Analytics (VCA) shows the positive impact that Milano Cortina 2026 is having commerce.
- Overseas Visa cardholder visits rose by more than 60%, with the largest share of visitors coming from the U.S. (+160% year-on-year), followed by China, Brazil, Canada and Japan.
- In Europe, Visa cardholders from Germany represent the largest share of visitors (31% year-on-year increase), followed by Switzerland, France and the UK.
- International Visa cardholders spent more than in the previous year, with the U.S. leading the year-on-year growth with a 125% increase in their spending, followed by Canada and Switzerland.
- Visitors from Germany, China and the US ranked as the top spenders, with an average spend of €297, €267 and €255, respectively.
- Purchases are also up significantly in Milano from international Visa Cardholders (45%) and Italian Visa Cardholders (+30%).
- In mountain locations, purchase growth is being driven primarily by overseas Visa cardholders, up to 95% year-on-year.
- Contactless transactions, across both domestic and international Visa cardholders, increased by almost 40% year-on-year.
- The top three merchant categories recorded the highest increase in purchases by international Visa cardholders during the Opening Ceremony weekend are: Clothing & Accessories (+35%), Restaurants, Mobility & Transport.
Antony Cahill, Chief Executive Officer, Visa Europe says: “Over the Milano Cortina 2026 Winter Olympics Opening Ceremony weekend, Italian businesses experienced a year-on-year rise in visitors and purchases, according to VisaNet data - demonstrating the positive economic that major global events can deliver for local communities. U.S. travellers led overseas spend, with fans from China, Brazil, Canada and Japan showing the biggest increase in travel to the Games.”
Visa’s responsibility to provide payment systems for the Olympic and Paralympic Games requires a robust and venue-specific plan combined with large-scale operations. Working hand-in-hand with the Organising Committee, Visa has built a custom payment network across Milano, Cortina and beyond, which will ensure Visa contactless payments are accepted at approximately 800 points of sale across 13 competition venues and several other official Milano Cortina 2026 locations.
¹VisaNet data comparing the weekends 6,7,8 February 2026 vs 7,8,9 February 2025
²Milano, Belluno, Trento, Bolzano, and Sondrio
Additional Notes:
Overseas visitors refers to Visa cardholders from outside Europe
International visitors refers to Visa cardholders from both Europe and outside Europe
Visa cardholders refers to Visa cardholders includes domestic and international visitors (Europe and outside Europe)
Northern Italy refers to Milan and mountain locations hosting competitions, including Belluno, Trento, Bolzano, and Sondrio
Mountain locations refer specifically to Belluno, Trento, Bolzano, and Sondrio (excluding Milano)