Visa has released new data highlighting a surge in international visitors and consumer spending across Milano Cortina 2026 host locations during the opening weekend of the Olympic Winter Games, pointing to a strong early economic uplift for Italian businesses.
As the Official Payment Technology Partner of the Olympic and Paralympic Winter Games, Visa analysed VisaNet data through Visa Consulting & Analytics (VCA), focusing on commerce trends in the Winter Games host locations during the Opening Ceremony weekend.
The findings show a sharp year-on-year increase in overseas travel and spending, with international Visa cardholder visits rising by more than 60%. The largest share of overseas visitors came from the United States, where visits increased by 160% year-on-year. China, Brazil, Canada and Japan followed as the next biggest sources of international travellers.
Within Europe, Visa cardholders from Germany represented the largest share of visitors, recording a 31% year-on-year increase. Switzerland, France and the UK followed as key European markets travelling to the Games.
Spending growth was equally pronounced. International Visa cardholders spent more than during the same period in the previous year, with US cardholders leading year-on-year spending growth at 125%. Canada and Switzerland also recorded significant increases.
Visa’s data shows Germany, China and the United States ranked as the top spending markets overall, with an average spend per cardholder of €297, €267 and €255 respectively.
Purchasing activity increased across both major city and mountain destinations. In Milano, purchases rose by 45% among international Visa cardholders and by 30% among Italian Visa cardholders. In mountain locations, purchase growth was driven primarily by overseas Visa cardholders, rising by as much as 95% year-on-year.
The data also reflects a clear shift toward faster, digital-first payment behaviour. Contactless transactions across both domestic and international Visa cardholders increased by almost 40% year-on-year, reinforcing the role of tap-to-pay in major event environments where speed and convenience are critical.
Among international visitors, the merchant categories recording the highest increase in purchases during the Opening Ceremony weekend were Clothing & Accessories (+35%), Restaurants, and Mobility & Transport – signalling a mix of event-related retail, dining, and local movement spending.
Antony Cahill, Chief Executive Officer of Visa Europe, said the data demonstrates how global sporting events can translate into measurable commercial impact for local communities.
“Over the Milano Cortina 2026 Winter Olympics Opening Ceremony weekend, Italian businesses experienced a year-on-year rise in visitors and purchases, according to VisaNet data – demonstrating the positive economic impact that major global events can deliver for local communities,” he said. “U.S. travellers led overseas spend, with fans from China, Brazil, Canada and Japan showing the biggest increase in travel to the Games.”
Visa also outlined the scale of its operational role across the Games. Working with the Organising Committee, the company has built a custom payment network across Milano, Cortina and other official locations. Visa payments are expected to be accepted at approximately 800 points of sale across 13 competition venues, as well as additional Milano Cortina 2026 sites.
The opening weekend data suggests Milano Cortina 2026 is already delivering strong early momentum for tourism-linked commerce – with international arrivals, spending, and contactless adoption all rising sharply as the Games begin.
