It's now *checks calendar,* approximately 100 days to go until the Milano Cortina 2026 Winter Games. Scheduled to take place February 6-22, 2026, in the Lombardy and Northeast Italy regions, the upcoming Olympics will include standard events, such as men's and women's dual moguls in freestyle skiing and a women's large hill individual in ski jumping, and new medal events.
Plus, there will be an increased focus on women's participation. With the games comes a surge in interest in sports tourism, one of the fastest-growing sectors valued at $500B+ in 2022, with strong growth through 2030 (UN World Tourism Organization). The economic ripple effects of events like the World Cup and Olympics have birthed job creation and local business growth, and, as such, are shaping the future of live events, including AI, premium demand, sustainability and the importance of official partnerships.
