Visa research conducted among more than 18,000 consumers across 16 global markets shows that the upcoming Winter Games are influencing behaviour beyond viewership. More than half of respondents (51%) say Milano Cortina 2026 inspires them to take part in winter sports, while 50% report purchasing or renting winter sports clothing in the past year, including 22% who did so for the first time.
Looking ahead to future trips, 51% of respondents indicate an interest in booking a skiing experience. Preferences vary by market, with ice skating more popular among respondents in the UK and Hungary, snowboarding favoured by U.S. consumers, and dog sledding cited most frequently in Romania.
Spending patterns reflect this renewed interest. Analysis from Visa Consulting & Analytics shows increased face-to-face transactions at European ski resorts during the 2024/25 season, with year-on-year spending growth of 20% in Austria and Italy, 15% in France, and 10% in Switzerland and Norway.
Key spending categories at ski destinations include restaurants, hotels and resorts, and grocery stores and supermarkets. Visa also reports ongoing efforts to support long-term growth by digitising more than 50 ski destinations across northern Italy.
Transaction data further highlights travel flows among winter sports enthusiasts. In Germany, more than 80% of Visa cardholders travel abroad for winter sports, with Austria and Switzerland as the leading destinations. In the UK, France accounts for the majority of outbound winter sports travel.
In contrast, winter sports travellers in Finland, Poland and France show a stronger preference for domestic destinations, with the majority choosing to stay within their home countries.
Technology is also playing a growing role in winter travel planning. Visa research shows that 31% of winter sports participants have used AI tools to buy or rent equipment. Looking ahead, 52% say they would consider using AI for winter sports planning, with many citing improved discovery and more personalised options.
“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,” said Kim Kadlec, Chief Marketing Officer at Visa Europe. “Technology is at the heart of this shift, with the rise of AI helping travellers plan and personalise their experiences, while digital payments make it easier to book and enjoy them.”
Visa data also points to the importance of seamless payments at ski destinations. Across European resorts, spending is concentrated in hotels, restaurants and ski services, with ski lifts accounting for a significant share of domestic and international transactions in markets such as Germany and Norway.
Consumer confidence remains high, with 93% of respondents believing the Winter Games will support growth across Europe’s winter sports industry. Previous Olympic host markets have recorded increased small business activity during major sporting events, reinforcing expectations of positive economic impact for the Milano Cortina 2026 host regions.