"In reality, the opposite is happening. Thanks to what many hoteliers are calling the "Olympic effect," bookings in large parts of the Dolomiti Superski area are noticeably lower than in a typical February. The assumption that the mountains are overrun has kept many visitors away. The result? Quiet lift lines, empty pistes, and a rare opportunity to experience one of the world's largest ski areas at its most serene."
"Usually, the "Olympic Effect" brings an economic boost to Olympic hosts. Thanks to investments in infrastructure, host cities will see a long-term increase in trade and property prices, especially in previously overlooked areas. However, host cities that are existing tourism hotspots, like Paris, will often feel an immediate drop in tourism numbers as visitors elect to stay away due to an anticipated increase in prices and overcrowding."
"While Cortina hosts events and sees an influx of media, athletes, and fans, much of the broader Dolomiti Superski domain feels unusually calm. According to Diego Clara, Head of Media and Public Relations at Dolomiti Superski, bookings in hotels in Val Gardena, Alta Badia, and Val di Fassa, are down year-on-year. The fear of overcrowding has brought something almost unheard of in European ski resorts in February: space."
The 2026 Winter Olympics take place in northern Italy with extensive media presence in the Dolomites and events concentrated in Cortina d'Ampezzo. Bookings across much of the Dolomiti Superski area are lower than a typical February as visitors avoid presumed overcrowding and high prices. The "Olympic Effect" can boost infrastructure-led trade and property values long-term, yet established tourism hotspots often see immediate declines as visitors postpone trips. Paris experienced a similar drop in 2024. Val Gardena, Alta Badia, and Val di Fassa report year-on-year booking declines, producing quiet lift lines, empty pistes, and unusually spacious skiing conditions.
Read at SnowBrains
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