ENIT and the Winter Games together to tell the world about Italy
Strategic partnership for the international promotion of the Bel Paese signed
Milan, January 14, 2026 – The Olympic and Paralympic Winter Games become a strategic lever
for Italian tourism. Fondazione Milano Cortina 2026 and ENIT announce the launch of a
strategic partnership aimed at promoting the uniqueness and excellence of Italian territories with a view to
Milan Cortina 2026 Winter Olympic Games.
The agreement was born with a clear goal: to capture the attention of millions of spectators and visitors
internationals who will reach Italy for the most anticipated sporting event of the decade,
transforming the Olympic experience into a journey through the identity, culture and landscape of the
Village.
Sport as a driver of global attractiveness
Twenty years after the last winter edition hosted by Italy, Milan Cortina 2026 brings the country back to
center of the international scene. Not just sports competitions, but a global platform
capable of amplifying a renewed narrative of territorial Made in Italy: cities of art, mountains
iconic, villages, traditions and innovation.
In this context, ENIT – committed to enhancing national tourism for over a century
– will work alongside the Organizing Committee to integrate and promote tourism and cultural offerings on
national scale. The collaboration includes initiatives dedicated to local excellence, authentic
pillars of “Marchio Italia”, with the aim of making the Games an immersive experience that goes
beyond sport.
A unique opportunity for international visibility
The partnership represents an extraordinary opportunity for strategic positioning. ENIT, the
The Ministry of Tourism’s institutional system, the Italia brand, and the Italia.it platform will be linked
to the founding values of the Games: excellence, inclusion, sustainability and a sense of belonging.
Through the official channels of one of the most watched events in the world, Italy will be told not only
as a host country, but as a global destination, capable of expressing vision, quality and
attractiveness in the long run.
The institutional voices
«The partnership between Milano Cortina 2026 and ENIT represents a strategic alliance for the future
of national tourism – declares Andrea Varnier, CEO of the Foundation –. The Games are a
an unparalleled global showcase to tell the story of an innovative, welcoming and profoundly
tied to its roots. A unique opportunity to build a legacy of value for the entire System
Country».
Alessandra Priante, President of ENIT SpA, also emphasizes the value of the initiative: «Milan
Cortina 2026 represents a once-in-a-lifetime opportunity for social and economic growth. Tourism and
sports are now among the main drivers of development of the territories. Major international events attract
visitors from every continent and contribute to raising awareness of Italian excellence. We are confident that
it will be a success for the country».
A legacy that goes beyond 2026
The objective of the Milano Cortina Foundation 2026, in collaboration with the IOC, IPC, CONI, CIP and the
territorial institutions involved, is to ensure sustainable, inclusive and capable Games generate
a lasting impact. From this perspective, tourism becomes one of the main assets of the Olympic legacy:
an intangible heritage intended to strengthen Italy’s competitiveness in the world even after the
extinguishing the Olympic flame.
The partnership between ENIT and Milano Cortina 2026 marks a decisive step: for the first time the
Winter Games are being fully integrated into a structured tourism promotion strategy
national. It’s not just branding, but system vision. When sport, institutions and territories speak
the same language, the multiplier effect on tourism and the economy is real and lasting. Milan
Cortina 2026 can become an international Olympic legacy model.
Cover: Comites
