According to data from the International Olympic Committee, around two million spectators will flock to competition venues scattered around Milan, the Alps and the Dolomites between 6 and 22 February 2026.
On the other hand, Summer Olympics tend to attract even greater numbers: 3.1 million tourists came to Paris to attend the Olympics between 26 July and 11 August 2024.
This shows how sports tourism has moved away from being a niche market, gradually taking its place as one of the most popular motivations for travelling.
