As much as 16 percent of travelers globally hope to visit the 2026 Olympic Winter Games in Milano-Cortina, putting it behind only the FIFA World Cup in the year ahead, according to new research released by GSIQ.
According to data compiled by GSIQ’s global consumer travel tracker TACTIQ, it is not just athletes getting ready for the games but fans, too. Unsurprisingly, Italians are most likely to say they plan to visit Milano-Cortina for the Games, which begin on February 6, but the event is also proving popular among Brazilian, Indian and Chinese travelers.
GSIQ says that the overall figure is not so surprising given the growing popularity of traveling for sport. UN Tourism estimates that around 10 percent of the global tourist economy is now based on sport and that it is likely to grow annually to 16 percent by 2030.
In total, TACTIQ covers 10 markets around the world, drawing data from the world’s biggest sources of tourists, including the U.S., UK, Germany, India, China, Brazil and France. Ahead of a bumper year for sports, TACTIQ also tracks intent to visit a wide range of sports events, including both the Olympic Winter and Summer Games.
How Sports Tourism Is Evolving
GSIQ reports that a growing group of consumers are working sports events into their vacation plans, with major events such as the 2026 FIFA World Cup in Canada, Mexico and the United States, the 2027 FIFA Women’s World Cup (Brazil), UEFA Euro 2028 (UK & Ireland) and the 2028 Olympic Summer Games in Los Angeles on the horizon.
For those intending to visit the Olympic Winter Games next month, many are already embracing new ways to plan their trips around sports. Forty-six percent have previously traveled and spent at least one overnight to watch professional sports recently, while around a quarter say they have done so to watch amateur sports or to play/participate in an event (22 percent and 26 percent respectively).
Destinations and Amenities
The research also reveals the extent to which destinations and amenities are crucial factors for travelers when deciding which sports events to visit.
For example, 56 percent of those intending to go to the Olympic Winter Games in Italy say that restaurants form an important part of their trip experience.
Options for relaxation (e.g. swimming pools, spas or beaches) and live music and nightlife are also emerging expectations for sports tourists. The data from TACTIQ indicates, however, that 40 percent of those who intend to visit the Games are aged 34 or under, whereas only 11 percent are 55 or older.
In terms of accommodation, travelers have a wide range of preferences. Only 44 percent say that they want to stay in a city hotel room, compared to 39 percent who express a preference for hotel apartments. Resorts and short-term rentals both remain popular (33 percent and 30 percent), while cruise ships, campsites, hostels and staying with friends also feature among the top preferences.
Planning and Researching Sports Trips
GSIQ’s data from TACTIQ also offers an intriguing insight into how these travelers plan and research their trips.
According to the data, these Olympic Winter Games “intenders” are 63 percent more likely to use AI tools and apps to plan their sports than the general public. In addition, they are significantly more likely to take tips from social media and to use travel blogs and vlogs (43 percent vs. 30 percent and 40 percent vs. 25 percent respectively).
This demonstrates that not only are these travelers connected and tech-savvy, but they are also people who listen, watch and read about their next trip from any sources they can find, whether they are emerging sources or more traditional.
2026 Olympic Winter Games Preparation
Last week, the Olympic Games Executive Director Christophe Dubi admitted that there was “still a lot of work to be done” ahead of the 2026 Olympic Winter Games in Milan-Cortina next month, but expressed his confidence that everything would be ready on time. Dubi said he could not deny that “a lot of finishing touches” still have to be carried out at venues such as the Sliding Centre in Cortina (scheduled to host the bobsleigh, skeleton and luge events) and the Santagiulia ice hockey arena ahead of the Opening Ceremony on February 6 at Milan’s San Siro Stadium.
Organizers of the 2026 Olympic Winter Games in Milan-Cortina have also unveiled ambitious plans for an Opening Ceremony that will be held in four locations across Northern Italy and will include two cauldrons, underscoring the widespread nature of the upcoming Games. The Games’ unique double cauldrons will be in public spaces and will be lit simultaneously in Milan’s Arco della Pace and in Cortina d’Ampezzo’s Piazza Dibona.
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