New data from Visa Consulting & Analytics (VCA) indicates a significant increase in flight bookings and ticket purchases made with Visa cards for the upcoming Olympic Winter Games Milano Cortina 2026 in Italy’s host regions. The findings, released with less than 100 days until the event, highlight growing international interest and expected economic benefits.
Northern Italy is projected to experience over a 160% surge in international air travelers compared to the same period last winter, driven primarily by visitors from the United States, the United Kingdom, and Canada. U.
S. Visa cardholders represent the largest share of ticket spending at 35%, followed by Germany (more than 10%), Canada (nearly 10%), Switzerland (5%), the UK (5%), and France (5%). Countries with the highest average spend per Visa cardholder include Australia, Canada, the U.
S., and the Netherlands.
Public sentiment in Italy also reflects positive expectations. Research conducted by Ipsos on behalf of Visa in September 2025 shows that 90% of Italians anticipate lasting improvements to public spaces, transport, infrastructure, and tourism in the host cities. Furthermore, an Ipsos study from April 2025 revealed that 95% of small and medium-sized businesses in Northern Italy expect a positive economic impact from the Games.
Andrea Fairchild, Senior Vice President, Global Sponsorship and Experiential Marketing at Visa, commented on the data: “The journey to Milano Cortina 2026 has already begun – not just for athletes, but for the fans, travelers and small businesses getting ready to be a part of something unforgettable. 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.”
As the exclusive Payment Technology Partner for the Olympic and Paralympic Games, Visa is commemorating 40 years as a Worldwide Partner. The company is facilitating seamless and secure payment experiences for attendees, athletes, and merchants by enabling contactless payments across public transport, mountain resorts, and ski services. This effort includes digitizing over 50 ski destinations in Italy, promoting a shift in consumer spending that supports local businesses. Visa also continues its commitment to Olympic and Paralympic athletes and hopefuls through its Team Visa program ahead of Milano Cortina 2026, with details on the 2026 roster to be announced.
