Italy's Consumer Group Slams Lift Ticket Price Hikes as Totally Unreasonable
A leading Italian consumer association are sounding the alarm over what they describe as completely unjustified price increases for lift tickets this winter season, cautioning that skiing could become an exclusive privilege for affluent individuals.
Significant Cost Rises Throughout the Country
From the majestic Alps and stunning Dolomite mountains in the northern areas to the slopes of central Italy, prices are set to rise by up to 40% compared to prices from three years ago, according to fresh research.
The popular Dolomiti Superski ticket, which grants access to all 12 resorts in the premium Dolomite area, will now cost skiers €86 per day this season. In Roccaraso, a single-day lift ticket is expected to reach €60, following significant overcrowding last season.
Annual Ticket Prices and Additional Expenses
Meanwhile, annual skiing tickets will vary between €755 per adult in Roccaraso to upwards of €1,800 in the Aosta valley.
The cost of renting winter sports gear has also increased, along with lodging costs and dining expenses throughout mountain resorts.
Consumer Group President Points to Unreasonable Hikes
Gabriele Melluso, leading the watchdog organization, stated that the cost rises—attributed by resorts to increased utility expenses, resort maintenance, and requests for superior gear—were entirely unreasonable and unacceptable.
"Particularly since inflation in Italy are managed effectively and energy tariffs, which had increased expenses for ski resort operators in 2022, have stabilized at previous levels," Melluso noted.
He added that prices have now reached levels where less wealthy individuals are being forced to abandon their traditional settimana bianca, or ski holiday, altogether.
Tourism Decline and Broader Context
He noted a significant drop in alpine visitors during the 2024-2025 season, with 1 million fewer Italians visiting ski resorts compared to the previous year due to rising costs.
Despite these increases, Italy remains a cheaper option for winter sports fans in the European region compared to nearby Swiss resorts, France, and Austria.
Olympic Context
The growing concern over winter sports expenses comes as the country prepares to host the 2026 Winter Games between the first three weeks of February. The nation's top diplomat, Antonio Tajani, recently stated that Italy had submitted a proposal to the United Nations calling for a "global truce" during the global competition.
"Through the Winter Games we must also send a peaceful communication and dialogue... to halt conflicts during the Games," he declared.
