Fondazione Milano Cortina 2026 and ENIT S.p.A. announce the signing of a strategic agreement aimed at strengthening the promotion of Italy’s tourism sector in the lead-up to the upcoming Olympic and Paralympic Winter Games.
The collaboration seeks to showcase the uniqueness and excellence of Italy’s territories to millions of spectators and visitors. Twenty years after the last Winter Games hosted in Italy, the Olympic and Paralympic Winter Games once again place the country at the centre of the international stage: Milano Cortina 2026 thus becomes a catalyst for a renewed narrative of an unparalleled historical, cultural and natural heritage, amplified by the universal power of sport.
For more than a century, ENIT has been committed to strengthening Italy’s tourism industry. Within this framework, the synergy with the Organising Committee will foster the integration and promotion of tourism offerings and cultural services nationwide. ENIT will also support initiatives dedicated to selected local excellences — pillars of the “Brand Italy” — helping to make the Olympic and Paralympic experience an unforgettable journey through the identity of the country.
This partnership represents a highly significant opportunity to tell the story of Italy. The sponsorship of the event opens the door to extraordinary international visibility, making it possible to associate ENIT, the institutional system of the Ministry of Tourism, the Brand Italy and the Italia.it platform with some of the core values of the Games: excellence, inclusion, sustainability and a strong sense of national belonging. In this context, Italy is presented not only as the Host Country, but as a global destination, capable of expressing quality, vision and appeal through the official channels of one of the world’s most widely followed events.
Andrea Varnier, CEO of Fondazione Milano Cortina 2026, stated:
“The partnership between Milano Cortina 2026 and ENIT represents a strategic alliance for the future of Italy’s tourism sector. Together, we reaffirm that the Olympic and Paralympic Games are an unparalleled global showcase, capable of telling the story of an innovative, welcoming Italy that remains deeply connected to its roots. This is a unique opportunity to strengthen Italy’s international image and to generate a lasting legacy of value for the entire national system.”
Alessandra Priante, President of ENIT S.p.A., commented:
“Milano Cortina 2026 represent an unrepeatable opportunity for the entire national system — a driver of social and economic growth, with tourism and sport acting as key engines for territorial development. An event of this global scale attracts international visitors from every continent. We are proud to support Milano Cortina 2026 and confident in the success of the Games. Our observatory has noted that in recent years sporting events have been among the strongest drivers of tourism growth, attracting visitors from abroad and showcasing the hidden gems of our country. We are certain this will be a success for Italy.”