Will Milan-Cortina 2026 Follow Paris 2024’s Success?
The upcoming Milan-Cortina Winter Olympics in 2026 are shaping up to be an exciting yet challenging event. Spanning multiple venues across Northern Italy, the Games will require intricate planning, with four separate locations hosting the opening ceremonies. The main hockey arena, still under construction, may not be fully ready in time, and some athlete housing might not be completely finished. Despite these challenges, there is a strong possibility that this 25th edition of the Winter Games will deliver what the International Olympic Committee (IOC) needs after years of upheaval and setbacks.
Can Milan-Cortina Bring the Olympic Magic Back?
The IOC is hoping that Milan-Cortina can replicate the spectacular success of Paris 2024, which revitalized the Olympics after a difficult decade. The previous Winter Games—Beijing 2022 and Pyeongchang 2018—were marred by logistical issues and low viewership, particularly in the West. In contrast, Paris was a cultural triumph, with nearly 10 million tickets sold and record-breaking viewership. NBC’s coverage of the Paris Games saw an 80% increase in U.S. viewership compared to Tokyo 2020, a major success for the IOC.
Milan-Cortina 2026 aims to build on these lessons by returning to the heart of winter sports in the Italian Alps. The breathtaking Dolomites, with their iconic limestone cliffs, promise to provide a stunning backdrop for the Games. IOC Executive Director Christophe Dubi has emphasized that the Milan-Cortina Games will focus on celebrating the athletes, much like Paris did, creating an authentic Olympic experience.
Energy from the Host City
One of the key takeaways from Paris 2024 was the importance of the energy and enthusiasm in the host city. The vibrant atmosphere in Paris kept fans engaged throughout the Games, with cultural activities and celebrations happening across the city. Milan-Cortina will try to harness this same energy, with a focus on bringing the winter sports community together and creating a festive environment.
Real snow, a rarity in recent Winter Olympics, will also play a major role in enhancing the experience. After two Games with entirely man-made snow, the natural conditions in Milan-Cortina are expected to return a more authentic feel to the Games.
Winter Sports’ Tougher Sell
While Milan-Cortina has many advantages, winter sports remain a tougher sell globally. The cold weather and niche appeal of events like alpine skiing and biathlon limit the audience. Despite this, the Games will be held in familiar locations for passionate winter sports fans. Alpine skiing will take place in Bormio, renowned for the sport, and biathlon events will be held in Anterselva, one of the most revered biathlon venues in the world.
However, despite the strong historical appeal, ticket sales remain a concern, with about half of the tickets still unsold as of December. Furthermore, the impact of climate change is making it increasingly difficult to guarantee natural snow and achieve sustainability for the Winter Games.
High Hopes for U.S. Athletes
For the United States, the excitement surrounding Milan-Cortina 2026 is palpable. The U.S. is sending a highly competitive team, including reigning world champions like Alysa Liu and Ilia Malinin in figure skating, as well as Alpine ski legend Lindsey Vonn, who has come out of retirement. Mikaela Shiffrin, the winningest Alpine skier in history, is also aiming for redemption after a disappointing performance at the Beijing Games.
“We’re feeling as bullish as ever about the winter team we will bring with us,” said Sarah Hirshland, CEO of the U.S. Olympic Committee. The athletes’ familiarity with Italy, particularly in cities like Cortina, where many of them train, adds to the anticipation. The U.S. is expecting strong performances across the board, with the hockey tournament set to feature NHL stars and fierce rivalries like the U.S.-Canada women’s matchup.
Global Support and Growing Momentum
Despite initial slow sales, corporate sponsors have responded positively since Paris 2024, and NBC has sold out its commercial inventory for the Milan-Cortina Games. As Gary Zenkel, President of NBC Olympics, noted, the Games will showcase one of the world’s major cultural capitals, giving Olympic advertisers a unique opportunity to tell Italy’s story on a global stage.
Organizers are also tackling logistical challenges, including coordinating the four opening ceremonies across Milan, Predazzo, Livigno, and Cortina. While this presents a technical challenge, if Paris could open its Games on the Seine, Milan-Cortina should be able to pull off a spectacular opening. And, of course, attendees can look forward to sampling some of the finest food in the world, from the pasta in Bormio to the local specialties in Livigno.
What’s Next for the Winter Olympics?
As Milan-Cortina prepares to host the world in 2026, the Olympics are poised for a potential resurgence. With strong athletes, iconic venues, and a renewed focus on creating a memorable, energy-filled experience, the Games could be exactly what the IOC needs to bounce back from years of uncertainty and struggle. And as the Olympics return to their roots in the stunning Italian Dolomites, there’s a good chance that the Winter Games will once again capture the world’s imagination.
