Every winter, millions of Italians take part in the traditional “settimana bianca,” the ski-week vacation that remains one of the country’s most recognizable seasonal travel habits. This year, however, winter tourism in the mountains is evolving, moving beyond high-speed skiing toward slower, more mindful experiences that focus on well-being and nature.
Surveys on winter travel indicate that roughly half of Italy’s adult population plans to spend time in the mountains during the cold season, whether for a full ski week or shorter snowy getaways. While alpine skiing and snowboarding continue to define the classic image of a winter holiday, travelers are increasingly interested in alternative activities that emphasize relaxation rather than performance.
