Winter Olympics shine global spotlight on lesser-known Italian destinations
Cortina-Milan’s successful hosting of the world’s greatest athletic spectacular is expected to benefit Italian destinations found far from where the Winter Olympics were actually staged.
The glitch-free games – praised for among other things creative opening and closing ceremonies and watched by huge numbers of people around the globe – served as a showcase for tourism throughout Italy, say those in the travel industry, including Monica Millin of Vancouver-area travel agency La Dolce Vita.
Italy-specialist Millin says she hopes the Olympics will heighten interest in parts of Italy that Canadian tourists don’t necessarily consider when thinking of an Italy vacation.
“I do think the exposure will spark renewed interest in travel to Italy. Hopefully, it will also encourage more travelers to explore beyond the classic highlights, Venice, Florence/Tuscany, the Amalfi Coast, and Rome, and consider regions like the Veneto – where Cortina is located – as well as Livigno and Bormio in Lombardy,” she says.
“It would be wonderful to see more visitors discovering these lesser-known areas and experiencing a different side of Italy.”
Millin was actually in Milan for the games, not for the competitions but to attend a tourism conference.
“From the coverage I followed, I noticed a clear contrast between reporting on the sporting events and the broader media focus on the host destinations. It highlighted just how many misconceptions still exist about Italy, especially when it comes to the food and regional diversity,” she adds.
Pat Probert, senior vice-president of groups for Toronto’s Bob Family Travel Team, says business is already picking up for Italy following the Winter Olympics, with people inquiring about 2026 and 2027 trips. Probert is currently looking at group space for 2027 because of increased interest.
“Italy is always a great destination and these games have drawn more attention to Italy,” Probert continues. “Many people held off Italy due to the Jubilee Year in 2025,where over 35 million Catholics came back home. Prices were stronger due to the large numbers who booked so going into 2026 and 2027 is the year of Italy for those who held off.”
The Bob Family Travel team, headed by Craig and Marcia White, will be offering Italy as a pre- or post-cruise option to multiple Celebrity sailings in 2027.
“Clients are spending more and more on travel and often they are stacking trips overseas so they have one flight to deal with for two trips. Advice to all travel advisors is to think outside the box and book early for best deals for your clients,” Probert continues.
Meanwhile, Exodus Adventure Travels says demand for Italy travel is surging, and not just in the Olympics host destinations, with the tour operator stating that being in the “global spotlight” served Italy well.
The company’s latest booking data reports Italy is its top overall destination, “driven by travelers seeking immersive, small-group experiences beyond the Games.
“While Olympic buzz is fueling interest, Exodus is seeing travelers look past Milan and Cortina. Walking and cultural trips continue to lead bookings, reflecting strong demand for guided, regionally focused cultural exploration, where the expert local insight and experiences are just as memorable as the photos.”
According to Exodus’ data, cycling trips have increased 17% year over year, as travelers trade highways for vineyard-covered hills and quiet country roads. Itineraries such as Cycling in Sicily and Cycle Cilento & the Amalfi Coast, “invite guests to pedal through southern Italy’s whitewashed villages, coastal stretches, and countryside landscapes at an unhurried pace.”
Family travel with Exodus has jumped 50%, driven by growing interest in experiential, multi-generational adventures like Amalfi Coast Family Adventure, led by “expert guides experienced in working with children. Designed with kids in mind, the itinerary thoughtfully blends hands-on culinary activities, outdoor exploration, and engaging historical and cultural context, striking just the right balance of gelato stops and grand adventures the whole family can enjoy.”
Exodus is also seeing increased demand for elevated, slower-paced journeys through its recently launched Signature Collection, a curated portfolio designed for quality-over-quantity travel and extended stays in lesser-visited villages and countryside regions. In Italy, standout Signature departures include Dolce Vita by Rail and Allure of Renaissance Tuscany, both of which emphasize immersive stays in locally owned properties, deep cultural experiences, and time built in for independent exploration.
