Italian Watchdog Criticizes Lift Ticket Cost Increases as Completely Unjustified

A leading Italian consumer association are sounding the alarm over what they call completely unjustified price increases for lift tickets this cold-weather period, warning 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 territories to the ski runs of central Italy, prices are poised to increase by as much as 40% compared to 2021 levels, according to fresh research.

The prestigious Dolomiti Superski pass, which provides entry to all 12 resorts in the premium Dolomite area, will now set visitors back €86 per day during the current winter. In Roccaraso, a daily ski pass is expected to reach €60, following significant overcrowding during the previous winter.

Annual Ticket Prices and Supplementary Charges

At the same time, annual skiing tickets will range from €755 per adult in the Abruzzo region to as much as €1,800 in the Aosta valley.

The expense of hiring ski equipment has also increased, along with lodging costs and restaurant prices throughout mountain resorts.

Watchdog Leader Cites Unjustified Increases

The consumer association president, leading the consumer protection group, stated that the price increases—attributed by resorts to higher energy costs, resort maintenance, and requests for superior gear—were completely unjustified and not acceptable.

"Particularly since inflation in Italy are under control and energy tariffs, which had raised operational costs for ski resort operators in 2022, have returned to normal," Melluso noted.

He added that prices have climbed to points where less wealthy individuals are being forced to abandon their traditional settimana bianca, or ski holiday, completely.

Visitor Decrease and Broader Context

Melluso observed a significant drop in mountain tourism during the 2024-2025 season, with 1 million fewer Italians hitting the slopes compared to the prior season due to increasing expenses.

Even with these hikes, Italy remains a cheaper option for winter sports fans in the European region compared to nearby Swiss resorts, France, and Austria.

International Event Background

The growing concern over winter sports expenses comes as the country prepares to host the Milan Cortina Winter Olympics between February 6 and 22. Italy's foreign minister, the foreign affairs official, announced on Friday that Italy had presented a plan to the United Nations urging a "worldwide ceasefire" during the global competition.

"Through the Winter Games we must also send a message of peace and conversation... to stop warfare during the Games," Tajani emphasized.