Sports tourism is fueling the Milano Cortina Winter 2026 Games

It's now *checks calendar,* approximately 100 days to go until the Milano Cortina 2026 Winter Games.

Scheduled to take place February 6-22, 2026, in the Lombardy and Northeast Italy regions, the upcoming Olympics will include standard events, such as men's and women's dual moguls in freestyle skiing and a women's large hill individual in ski jumping, and new medal events. Plus, there will be an increased focus on women's participation. With the games comes a surge in interest in sports tourism, one of the fastest-growing sectors valued at $500B+ in 2022, with strong growth through 2030 (UN World Tourism Organization).

The economic ripple effects of events like the World Cup and Olympics have birthed job creation and local business growth, and, as such, are shaping the future of live events, including AI, premium demand, sustainability and the importance of official partnerships. We chatted with Paul Caine, President of On Location, to learn more about what to expect in February.

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SN: Tell me more about On Location’s planning for the Milano Cortina Winter Games 2026 – what are the offerings, what’s most popular with fans, and what’s in store?

Caine: We have been planning for the Milano Cortina 2026 Winter Games for years. We offer a range of curated packages that include a variety of once-in-a-lifetime hospitality options. Whether you’re a diehard Olympics fan attending for the umpteenth time, or this is your first foray into an event of this size, On Location creates packages for every type of customer, with a range of price points to ensure there’s something for everyone interested in the attending the Winter Olympics – from families looking for a unique winter vacation, to businesses hosting clients – On Location has packages ranging from accessible to the extraordinary.

Our overnight packages are designed to secure high-quality lodging in quaint Italian villages and simplify travel across the region’s stunning mountainous terrain. These experiences include flexible dates and ticket-inclusive hospitality packages, feature transportation options to facilitate travel between events, and offer on-site service to answer any questions our fans may have. On Location also has a Custom Programme, for those looking for more personalized Olympic Winter Games hospitality experiences. These will unlock premium accommodations, exclusive programming, and high-touch services from a team of Olympic and Paralympic Games experts.

In addition to hospitality lodging, fans can also experience either shared or private in-venue hospitality as they take in the live events up close to the action. Each of these lounges offers world-class food, beverage and service, before, during and/or after the different Olympic events. And if guests would like to continue the excitement and spirit of the Games for the rest of the day, we offer hospitality venues across the city centers called Clubhouse 26, for most of the Olympic regions, where fans can continue the celebration with more food, exhibitions of Olympic artefacts from the Olympic Museum, and additional programming.

We’re seeing a lot of interest in ice hockey, figure skating and the Opening Ceremony – the ultimate event for Olympics fans.

SN: What lessons did you learn from Paris in 2024 that shaped planning and offerings?

Caine: On Location delivered the largest sports hospitality program in history at the Paris Olympics, setting a new global standard. We welcomed hundreds of thousands of guests from over 120 countries. Paris transformed how fans experienced the Games and gave On Location greater insight into the types of customers that seek hospitality packages. From casual fans looking for an exciting trip to extreme winter sports enthusiasts, we’ve learned how to curate packages so that there’s something for everyone.

SN: How will the history of the Games be honored and reflected in hospitality spaces?

Caine: Every On Location experience is designed with authenticity in mind, tapping into the local culture, customs and history, to make truly unique hospitality experiences. For Milano Cortina 2026, we renewed our partnership with the Olympic Museum, allowing guests to enjoy and educate themselves about Olympic history by having artefacts from the museum on display throughout our hospitality spaces.

Artifacts will include century-old medals, retired Olympic torches, exclusive artwork from past Games and so much more. These hospitality venues and spaces will be the highlights of each host city and allow fans to experience the history and tradition of the Winter Olympics.

SN: What are the complexities of navigating and planning for sports venues across a wide geographic footprint?

Caine: Unlike other Olympics, the 2026 Winter Games will take place across multiple cities and regions throughout Italy. To help maintain ease of access to each event, On Location can provide transportation to guests between different cities. This will ensure that fans are able to attend each event they want, regardless of where it’s located, and experience VIP hospitality once they are on site. On Location’s accommodations packages have also been very popular for this reason. We take the complexity out of visiting multiple regions and sporting events, for a seamless, stress-free once-in-a-lifetime trip.”

SN: How does On Location integrate the unique culture and culinary traditions of host cities in these experiences?

Caine: Throughout our planning for Milano Cortina, we have prioritized curating authentic Italian experiences to showcase the culture, customs and cuisine of the host country. Each hospitality lounge will feature cabin and chalet décor, and mouthwatering Italian food from the region’s top chefs, creating a genuine alpine hospitality experience. Led by On Location’s head chef, Carlo Zarri, all meals will be made with locally sourced ingredients, creating completely authentic offerings, unique to each host city and region.

SN: Broadly, how has the sports travel and tourism industry grown over time? What does the future of it look like?

Caine: Over the past few years, the globalization of major sporting events has led sports tourism to be one of the world’s fastest-growing sectors in tourism. According to the UN World Tourism Organization, the sector was valued at $500B+ in 2022 with an estimated growth rate of 17.5% between 2023-2030. The increase in spending on sports infrastructure by governments of various countries is anticipated to further boost the growth as well.

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