Italian consumer advocates are sounding the alarm over what they call entirely unreasonable price increases for lift tickets this winter season, cautioning that skiing could become a luxury reserved for affluent individuals.
Substantial Price Increases Across Italy
From the majestic Alps and breathtaking Dolomites in the northern areas to the slopes of Abruzzo, prices are set to rise by as much as 40% compared to 2021 levels, according to fresh research.
The popular Dolomiti Superski ticket, which provides entry to all 12 resorts in the exclusive Dolomites, will now cost skiers €86 per day this season. In Roccaraso, a daily ski pass is projected to hit €60, following substantial visitor surges last season.
Seasonal Pass Costs and Supplementary Charges
Meanwhile, annual skiing tickets 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 hotel accommodations and restaurant prices throughout alpine destinations.
Watchdog Leader Points to Unreasonable Hikes
Gabriele Melluso, heading the consumer protection group, emphasized that the price increases—attributed by resorts to increased utility expenses, resort maintenance, and demand for better equipment—were entirely unreasonable and unacceptable.
"Both because Italian inflation rates are under control and energy tariffs, which had increased expenses for ski resort operators in 2022, have returned to normal," Melluso noted.
He added that prices have climbed to points where less wealthy individuals are being forced to abandon their traditional settimana bianca, or ski holiday, completely.
Visitor Decrease and Broader Context
Melluso observed a sharp decline in mountain tourism during the 2024-2025 season, with 1 million fewer Italians visiting ski resorts compared to the prior season due to increasing expenses.
Even with these hikes, Italy remains a cheaper option for skiing enthusiasts in the European region compared to nearby Swiss resorts, French destinations, and Austrian locations.
International Event Background
The growing concern over skiing costs comes as the country prepares to host the Milan Cortina Winter Olympics between the first three weeks of February. The nation's top diplomat, the foreign affairs official, recently stated that Italy had presented a plan to the United Nations calling for a "global truce" during the global competition.
"With Milan Cortina we must also send a peaceful communication and conversation... to stop warfare during the Games," Tajani emphasized.
