Italian Consumer Group Slams Lift Ticket Cost Increases as Completely Unjustified

Italian consumer advocates are raising alarms over what they describe as completely unjustified price increases for ski passes this cold-weather period, cautioning that skiing could become an exclusive privilege for affluent individuals.

Substantial Price Increases Across Italy

Across the Alpine regions and stunning Dolomite mountains in the northern areas to the ski runs of Abruzzo, prices are poised to increase by as much as 40% compared to 2021 levels, according to recent analysis.

The popular Dolomiti Superski ticket, which provides entry to all 12 resorts in the exclusive Dolomites, will now cost skiers €86 per day this season. In the popular Abruzzo resort, a daily ski pass is expected to reach €60, after experiencing substantial visitor surges last season.

Annual Ticket Prices and Additional Expenses

At the same time, annual skiing tickets will range from €755 per adult in Roccaraso to upwards of €1,800 in the Aosta valley.

The expense of hiring winter sports gear has similarly risen, along with hotel accommodations and restaurant prices throughout alpine destinations.

Watchdog Leader Cites Unjustified Increases

Gabriele Melluso, leading the watchdog organization, stated that the price increases—which operators blame on increased utility expenses, resort maintenance, and requests for superior gear—were completely unjustified and not acceptable.

"Particularly since inflation in Italy are managed effectively and energy tariffs, which had raised operational costs for mountain facility managers in 2022, have returned to normal," he explained.

He added that prices have now reached levels where less wealthy individuals are being compelled to skip their traditional settimana bianca, or winter vacation, altogether.

Tourism Decline and Broader Context

Melluso observed a sharp decline in alpine visitors during the 2024-2025 season, with 1 million fewer Italians visiting ski resorts compared to the previous year due to increasing expenses.

Even with these hikes, Italy remains a more affordable destination for skiing enthusiasts in the European region compared to nearby Swiss resorts, French destinations, and Austria.

International Event Background

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, Antonio Tajani, announced on Friday that Italy had presented a plan to the United Nations urging a "global truce" during the international event.

"With Milan Cortina we must similarly convey a message of peace and dialogue... to stop warfare during the Olympics," Tajani emphasized.