Price shock for Swiss ski fans

The Ski World Championships in Saalbach-Hinterglemm thrilled many Swiss fans – now the focus is on the next big winter sports highlight: the 2026 Winter Olympics in Milan and Cortina d'Ampezzo.

However, anyone planning to be there in person could be in for a nasty surprise – at least when it comes to accommodation prices. That's because the picturesque town in the Dolomites is currently becoming the most expensive place for winter sports enthusiasts.

On booking platforms such as Airbnb and Booking, some absurdly high sums are being asked for overnight stays during the Games. Anything under 1,000 euros per night? Not a chance. Some of the most luxurious properties charge up to 28,000 euros (around 26,000 francs) per night, according to Reisereporter.

For comparison, a stay in March 2025—almost a year before the Games—averages between 100 and 200 euros per night in the same region. This wide price range highlights the dramatic impact of the Olympics on the market.

Price explosion at major events is not uncommon

This phenomenon is not new. Accommodation prices also skyrocketed for the 2024 Paris Olympics and for concerts by global megastars like Taylor Swift.

Booking platform managers reject any blame. Airbnb states that pricing is entirely up to landlords, with only a recommendation tool suggesting a 'fair' price. Booking shares a similar stance, emphasizing that providers have full control over their pricing. However, as more accommodations become available over time, prices are expected to stabilize.

The tourism authority of Cortina d'Ampezzo is aware of the situation. The crux of the matter is that many accommodations are currently not bookable for the public. The Winter Games' organising committee has reserved numerous beds to accommodate the national Olympic committees and accredited media. A total of around 5,800 beds are to be available in Cortina d'Ampezzo by the start of the Games – but many of them are currently blocked.

Those who are still hoping to get an affordable room should still be patient. Josep Ejarque, the region's destination manager, is reassuring. ‘At all major events, prices rise sharply at the beginning, but then fall again if demand does not meet expectations,’ he says.

For Swiss fans dreaming of experiencing the Olympics live in Cortina, the choice is clear: either pay a premium now or wait for the market to stabilize.