by InTrieste
As Italy prepares to host the 2026 Winter Olympics, expectations are soaring in mountain towns like Bormio and Livigno. Locals imagined a rush of international visitors, booked-out chalets, and a once-in-a-generation payday. Instead, a disquieting silence hangs over the snow-covered slopes: the rental calendars remain eerily blank.
With just under a year until the opening ceremony of the Milano-Cortina Games, short-term rental prices in these picturesque Alpine resorts have surged to dizzying heights — some as high as €11,000 per night. But the flood of bookings that many had hoped for has yet to materialize.
Luxury Prices, No Takers
“Everyone thought they were sitting on Olympic gold,” said one local hospitality manager who asked not to be named. “But what we have are luxury prices and empty calendars.”
From upscale chalets to modest studio apartments, listings have mushroomed across rental platforms. The asking prices, in many cases, rival those seen in Manhattan or central London, despite the region’s limited infrastructure and distance from major Olympic venues.
The speculative pricing appears to be based on the assumption that demand would far outstrip supply. But with only months to go, the disconnect between what hosts are charging and what travelers are willing to pay is stark — and potentially damaging.
A Market Misstep
Tourism professionals are now sounding the alarm. “This was meant to be a showcase moment for our mountains,” said Federica Lombardi, a tourism consultant working in Lombardy. “Instead, we’re seeing a strategy that could alienate visitors and damage our long-term appeal.”
Industry observers worry that inflated pricing may be deterring even well-heeled Olympic-goers, pushing them toward more affordable, better-connected alternatives.
There are also concerns that the speculative approach risks undermining the reputation of Italy’s Alpine regions, long prized for their understated charm and relative affordability compared to other European ski destinations.
A Missed Olympic Moment?
The 2026 Games were always meant to be more than just two weeks of competition. For towns like Bormio and Livigno, they represent a rare opportunity to attract global attention and establish themselves as premier winter destinations.
But tourism experts say that by prioritizing short-term gains over long-term strategy, local hosts could be sabotaging their own success. “This isn’t just about profit,” said Lombardi. “It’s about positioning. About legacy. If people feel gouged, they don’t come back.”
Whether the market self-corrects — or hosts lower their prices in time to fill beds — remains to be seen. For now, the mountain air in Bormio and Livigno is crisp, the scenery breathtaking, and the beds… still mostly empty.
As the Olympic torch edges closer, the race is on — not for medals, but for bookings.
