Over nine million Italians are taking ski holidays this winter, more than last year with a significant impetus from the success of the Milano Cortina Winter Olympics, according to a survey out Friday.

Despite a rising cost of living, it said, Italians aren’t giving up on their ski holidays.

For this year’s winter season, in the three-month period between January and March, 9.1 million have chosen or will choose snow-covered slopes as their holiday destination.

Of these, 2.7 million will treat themselves to just a weekend, while the most “die-hard”—700,000—will add an additional weekend to their mountain holiday.

This tourism movement will generate a total turnover of €6.7 billion.

The preferred destinations are in Northern Italy.

This is the snapshot captured by a survey conducted by Tecnè for Federalberghi.

The picture reveals a growing winter season, a factor that reinforces the sense of solidity of our sector,” says Federalberghi President Bernabò Bocca.

“But we’re also seeing demand moving in two directions: on the one hand, toward a more complete ski week experience, and on the other, toward enjoying the mountains on a weekend basis, a more flexible option for managing budgets and travel schedules.

I’m certain that the 2026 Milan-Cortina Winter Olympics has represented a plus.” According to the analysis, overall, during the first three months of the year, there will be 13 million arrivals at ski resorts (including those who visited multiple times during the season).

75% of those who have taken or will take a ski week have chosen Northern Italy; 21.2% have opted for Central and Southern Italy, while 3.8% have chosen foreign destinations.

Among the most popular Italian regions for skiing are Piedmont, Trentino-Alto Adige, Lombardy, Valle d’Aosta, and Veneto.

The average per capita expenditure for a ski holiday, including all costs (transportation, accommodation, food, facilities, ski lessons, and entertainment), is €706

Some 28.4% chose a hotel or resort for their stay, 21.5% opted for a B&B, while 15.6% opted for a stay at a relative’s or friend’s house.

Nearly 70% booked up to a month before departure.

Of those who decided against a ski holiday, 52.4% did so due to lack of funds, and 19.2% due to the rising cost of living.

“I think it’s interesting to look at the profile of skiers highlighted by the survey,” adds Bocca.

“The bulk of the numbers focus on those we might call the ‘guardians’ of the white tradition, those who represent the most structured segment of Italian winter tourism. Unfortunately, we can’t ignore the data on those for whom the rising cost of living has been a deterrent in planning a mountain holiday.”