Italian consumer advocates are raising alarms over what they describe as entirely unreasonable price increases for lift tickets this winter season, warning that alpine sports could become a luxury reserved for the wealthy.
Significant Cost Rises Throughout the Country
From the majestic Alps and breathtaking Dolomites in the northern territories to the ski runs of central Italy, prices are poised to increase by up to 40% compared to prices from three years ago, according to fresh research.
The popular Dolomiti Superski ticket, which provides entry to all 12 resorts in the exclusive Dolomites, will now set visitors back €86 per day during the current winter. In Roccaraso, a single-day lift ticket is expected to reach €60, after experiencing significant overcrowding during the previous winter.
Seasonal Pass Costs and Additional Expenses
Meanwhile, seasonal ski passes will range from €755 per adult in the Abruzzo region to upwards of €1,800 in the Aosta valley.
The cost of renting winter sports gear has similarly risen, along with lodging costs and restaurant prices throughout alpine destinations.
Watchdog Leader Points to Unreasonable Hikes
Gabriele Melluso, heading the consumer protection group, stated that the cost rises—which operators blame on higher energy costs, resort maintenance, and requests for superior gear—were entirely unreasonable and not acceptable.
"Both because Italian inflation rates are under control and energy tariffs, which had raised operational costs for mountain facility managers in 2022, have stabilized at previous levels," he explained.
The president further stated that prices have climbed to points where budget-conscious visitors are being compelled to skip their traditional settimana bianca, or winter vacation, altogether.
Tourism Decline and Wider Perspective
Melluso observed a sharp decline in alpine visitors during the 2024-2025 season, with a million fewer domestic visitors visiting ski resorts compared to the prior season due to rising costs.
Even with these hikes, Italy remains a more affordable destination for winter sports fans in western Europe compared to nearby Swiss resorts, French destinations, and Austria.
International Event Background
The growing concern over winter sports expenses comes as the country prepares to host the 2026 Winter Games between the first three weeks of February. The nation's top diplomat, Antonio Tajani, recently stated that Italy had presented a plan to the United Nations calling for a "worldwide ceasefire" during the global competition.
"With Milan Cortina we must similarly convey a message of peace and conversation... to halt conflicts during the Olympics," Tajani emphasized.
