As the 2026 Winter Games near their closing ceremony in Verona, organizers celebrated the sale of 1.3 million tickets, which is about 88% of total capacity and higher than initial expectations. Andrea Varnier, CEO of the Milan Cortina Foundation, and Giovanni Malagò, President of the Italian National Olympic Committee, expressed their satisfaction with the ticket sales, which have sparked debates over pricing. This year marks a historic precedent as the Games are spread across two regions, Lombardy and Veneto, encompassing a vast area of 22,000 square kilometers.

The ticket-purchasing pattern reveals that 37% of attendees are Italian, while 63% hail from abroad, indicating strong international interest. Germany leads the foreign audience with 15%, followed closely by the USA at 14%, and significant participation from the UK and Switzerland at 6%, as well as other nations. Notably, many events, including ski mountaineering, have already sold out, reflecting a booming interest in winter sports and showcasing successful marketing strategies by the organizing committee.

With the anticipated economic impact estimated at 5.3 billion euros, the Games seek to leave a lasting legacy for the regions involved. The successful ticket sales reinforce the idea that the 2026 Winter Games will not only be an athletic showcase but also a major tourist attraction that could benefit local economies for years to come, emphasizing the importance of cross-regional collaborations in hosting significant global events.