What the Olympic effect means for UK skiers this winter

by admin in RSS Social News. Posted February 5, 2026

With Milano Cortina 2026 now just around the corner, the Winter Olympics are already starting to influence how UK skiers are thinking about the season ahead. You don’t need an Olympic ticket to feel the impact and it’s showing up in booking trends, resort popularity and the number of people heading to the mountains for the first time.

Spending in Europe’s winter sports destinations is up 14.3% year-on-year, with France, Italy and Austria among the strongest performers. France remains the most popular destination for UK skiers, accounting for almost half of British ski trips, while Switzerland and Italy continue to grow in appeal.

More interest especially from first-timers

Nearly seven in ten Brits say the Winter Olympics inspire them to try winter sports, and 45% say their interest has increased over the past decade. Around a third of UK adults booked a winter sports experience in the last year, with most choosing to travel abroad rather than stay in the UK.

For regular skiers, that means busier slopes in beginner areas and higher demand for ski schools during peak weeks. For newcomers, it means more choice than ever but also the need to plan ahead.

Olympic resorts back in the spotlight

Italy is seeing renewed attention as Olympic venues such as Cortina d’Ampezzo and Bormio take centre stage in the build-up to the Games. While France still dominates UK bookings, Italy’s mix of historic resorts, strong snowmaking and food-led mountain culture is increasingly appealing to skiers looking for something different.

The Olympic effect also tends to lift interest across the Alps more broadly, with skiers inspired by elite competition and iconic venues even if they ultimately book elsewhere.

Planning earlier and more carefully

More UK skiers are researching snow conditions, resort layouts and lesson availability earlier in the season, particularly first-time bookers. Digital planning tools are playing a bigger role, helping skiers compare destinations and avoid unpleasant surprises once they arrive.

That’s especially important this winter, with demand high and conditions varying by region.

Where to ski this winter

If the Olympic buzz has got you thinking about a trip, knowing where the snow is good right now matters more than ever.

To explore resorts by country, altitude, terrain and suitability, use the InTheSnow Resort Guide
For up-to-date insight into current conditions, snowfall and which areas are skiing best, see Where is good to ski right now