Italy is gaining popularity among Finnish tourists, now ranking as the second-most favored ski destination after Austria. According to Kira Hasselblatt, head of sales at STS Alppimatkat, the appeal lies in Italy's superior price-quality ratio, allowing visitors to enjoy exceptional services, quality food, and an overall enriching skiing experience.

STS Alppimatkat, the largest ski travel organizer in Finland, highlights Bad Gastein in Austria's Salzburgerland as its best-selling winter destination. However, the rise of Italy suggests a shifting preference among Finnish vacationers, who find attractions like diverse slopes and an inviting atmosphere particularly appealing. With the added benefit of affordable beer prices, Italy's charm is becoming harder to resist for Finnish skiers.

Additionally, STS Alppimatkat operates seven hotels in Bad Gastein, emphasizing the area's extensive skiing facilities that cater to both families and advanced skiers. Hotels like the notable Hotel Salzburger Hof offer luxurious dining options that enhance the overall travel experience, thus solidifying Italy's position as a go-to destination for winter sports enthusiasts looking for both adventure and indulgence.