The wait is (almost) over. The holidays are officially about to begin. 2026 Winter Olympics di Milan-Cortina, with a double opening ceremony scheduled for tomorrow, Friday, February 6, at the San Siro Stadium in Milan and on the streets of Cortina. Three thousand five hundred athletes in total, of which one hundred and ninety-six Italians (one hundred and three men and ninety-three women), two million viewers nationwide and three billion globally across TV and social media, one million tickets already sold. Spectacular numbers, and the spotlight firmly on Italy.
The 2026 Winter Olympics: How Much They Mean for Italy
Organizing the Games involves massive planning and very large expenses (about 5,7 billion). But How much are the Olympics worth to Italy? According to the forecasts contained in a study by Banca Ifis, their economic value amounts to 5,3 billion euros.
The calculated impact includes three different areas of opportunity for Italian companies: 1,1 billion euros of expenditure related to the Games for on-site activities and services for spectators and operational staff; 1,2 billion tourist revenue deferred revenue from visitors in the 12-18 months following the event; 3 billion long-term value from sports facilities and infrastructure new or improved civilians built in Veneto, Lombardy and Trentino-Alto Adige, and which will remain as “legacy”, Olympic legacy.
Milan-Cortina: 725 spectators for a revenue of €319 million.
The Research Centre of Confcommercio Milan, Lodi, Monza and Brianza talks about a economic impact equal to 319 million. According to the analysis, from February 6th to 22nd the s725 thousand spectators are expected and the average per capita expenditure is 440 euro. To these figures we must then add the estimated economic benefits for the Paralympic Games: 31 million euros, with just over 73 thousand spectators and an average per capita expenditure of 424,5 euros.
And how much are Olympic medals worth?
For competing athletes, winning an Olympic medal isn't just about personal joy and everlasting glory. At least for some, Italians included. The Italian National Olympic Committee (CONI) has decided to generously compensate the Italian athletes who excel: 180 thousand euros for a gold medal, €90 for silver, €60 for bronze. It's important to note that these are individual prizes, so in team sports, each athlete will receive the full amount.
