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Italian consumer advocates are sounding the alarm over what they describe as completely unjustified price increases for ski passes this winter season, cautioning that skiing could become a luxury reserved for the wealthy.

Significant Cost Rises Throughout the Country

Across the Alpine regions and stunning Dolomite mountains in the northern territories to the ski runs of Abruzzo, prices are poised to increase by up to 40% compared to 2021 levels, according to fresh research.

The popular Dolomiti Superski ticket, which grants access to all 12 resorts in the premium Dolomite area, will now set visitors back €86 per day this season. In the popular Abruzzo resort, a single-day lift ticket is projected to hit €60, after experiencing substantial visitor surges during the previous winter.

Seasonal Pass Costs and Additional Expenses

Meanwhile, annual skiing tickets will range from €755 per adult in Roccaraso to upwards of €1,800 in the Aosta valley.

The cost of renting winter sports gear has also increased, along with lodging costs and restaurant prices throughout alpine destinations.

Watchdog Leader Points to Unreasonable Hikes

Gabriele Melluso, leading the consumer protection group, emphasized that the price increases—which operators blame on increased utility expenses, facility upkeep, and demand for better equipment—were entirely unreasonable and not acceptable.

"Particularly since inflation in Italy are under control and utility costs, which had raised operational costs for ski resort operators in 2022, have returned to normal," he explained.

The president further stated that prices have climbed to points where less wealthy individuals are being forced to abandon their traditional settimana bianca, or winter vacation, completely.

Visitor Decrease and Wider Perspective

He noted a significant drop in mountain tourism during the 2024-2025 season, with a million fewer domestic visitors visiting ski resorts compared to the prior season due to increasing expenses.

Even with these hikes, Italy remains a more affordable destination for winter sports fans in the European region compared to nearby Swiss resorts, France, and Austrian locations.

Olympic Context

The increasing worry over skiing costs comes as the country prepares to host the Milan Cortina Winter Olympics between February 6 and 22. The nation's top diplomat, the foreign affairs official, announced on Friday that Italy had presented a plan to the United Nations urging a "worldwide ceasefire" during the international event.

"With Milan Cortina we must similarly convey a message of peace and conversation... to halt conflicts during the Olympics," Tajani emphasized.