Italian Consumer Group Slams Lift Ticket Price Hikes as Totally Unreasonable
A leading Italian consumer association are sounding the alarm over what they describe as entirely unreasonable price increases for lift tickets this winter season, cautioning that skiing could become a luxury reserved for affluent individuals.
Substantial Price Increases Throughout the Country
From the majestic Alps and breathtaking Dolomites in the northern areas to the ski runs of Abruzzo, prices are set to rise by as much as 40% compared to prices from three years ago, according to fresh research.
The prestigious Dolomiti Superski pass, which provides entry to all 12 resorts in the exclusive Dolomites, will now cost skiers €86 per day during the current winter. In the popular Abruzzo resort, a daily ski pass is projected to hit €60, after experiencing significant overcrowding last season.
Seasonal Pass Costs and Additional Expenses
At the same time, seasonal ski passes will range from €755 per adult in Roccaraso to upwards of €1,800 in the northern Aosta area.
The cost of renting ski equipment has similarly risen, along with lodging costs and restaurant prices throughout mountain resorts.
Consumer Group President Points to Unreasonable Hikes
Gabriele Melluso, leading the watchdog organization, stated that the cost rises—which operators blame on increased utility expenses, facility upkeep, and requests for superior gear—were entirely unreasonable and unacceptable.
"Particularly since inflation in Italy are under control and energy tariffs, which had increased expenses for ski resort operators in 2022, have returned to normal," he explained.
He added that prices have now reached levels where budget-conscious visitors are being compelled to skip their traditional settimana bianca, or winter vacation, completely.
Tourism Decline and Broader Context
He noted a sharp decline in alpine visitors during the 2024-2025 season, with a million fewer domestic visitors visiting ski resorts compared to the prior season due to rising costs.
Despite these increases, Italy remains a more affordable destination for winter sports fans in the European region compared to nearby Swiss resorts, France, and Austrian locations.
Olympic Context
The growing concern over winter sports expenses comes as the nation gets ready to host the Milan Cortina Winter Olympics between February 6 and 22. The nation's top diplomat, the foreign affairs official, announced on Friday that Italy had submitted a proposal to the United Nations calling for a "worldwide ceasefire" during the international event.
"With Milan Cortina we must similarly convey a message of peace and conversation... to halt conflicts during the Olympics," Tajani emphasized.
