ROMA (ITALPRESS) – There are almost 9 million Italians who will spend a holiday on snow in the first quarter of 2026, a slight increase compared to last year. It is a positive figure that fits into a record confidence context: the confidence index of the traveller registered in January 2026 is in fact the highest ever recorded this month of the year since the beginning of the surveys. It is the signal that Italians do not seem to be overly influenced by the current international uncertainty in their holiday choices.
In most cases it is short stays, 1-2 nights (50%) or 3-5 nights (44%), with an average per capita expenditure around 475 euros. Among those who think of leaving, 81% already defined both the period and the destination and the company of their stay. A growing focus on time planning. Italy remains the main choice: 4 out of 5 holidaymakers opt for national mountain resorts mainly of Trentino-Alto Adige (40%), followed by Aosta Valley and Piedmont. However, compared to the previous years, interest in foreign destinations in the Alps is increasing, especially Austria, Switzerland and France (+5%). The snow holiday confirms a shared experience. You are mainly travelling in pairs (61%) or in family (23%) and you are mainly staying in the hotel (56%), even if you grow resorting to houses of friends and relatives or second homes.
Increasing the desire to practice winter sports compared to the past (38%), where skiing is also the protagonist for the “trascimento” effect of the Milan-Cortina Olympic Games, which has rekindled the interest for a more traditional winter holiday. In any case rest and relaxation (44%), naturalistic excursions (36%) and food and wine tasting (25%) remain among the preferred activities to witness a holiday that is always more versatile and attentive to wellness. Confturismo – Confcommercio Manfred Pinzger comments: “The Milan-Cortina Olympics are a great opportunity of visibility for the integrated system of the Italian Alpine regions. It is an effect that we already begin to see in the renewed centrality of skiing and in the growth of the average duration of overnight stays. The ability of Italian destinations to combine sport, well-being and territory is the key to winning the challenge of sustainability and seasonal adjustment.”.
– Photo IPA Agency –
(ITALPRESS).
