Italian Watchdog Criticizes Lift Ticket Price Hikes as Totally Unreasonable
A leading Italian consumer association are raising alarms over what they call entirely unreasonable price increases for ski passes this winter season, cautioning that skiing could become an exclusive privilege for the wealthy.
Substantial Price Increases Across Italy
Across the Alpine regions and stunning Dolomite mountains in the northern areas to the slopes of central Italy, prices are set to rise by as much as 40% compared to 2021 levels, according to recent analysis.
The prestigious Dolomiti Superski pass, which provides entry to all 12 resorts in the exclusive Dolomites, will now set visitors back €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
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 northern Aosta area.
The expense of hiring winter sports gear has similarly risen, along with hotel accommodations and dining expenses throughout alpine destinations.
Watchdog Leader Points to Unreasonable Hikes
The consumer association president, heading the consumer protection group, stated that the price increases—which operators blame on increased utility expenses, resort maintenance, and demand for better equipment—were completely unjustified and not acceptable.
"Particularly since Italian inflation rates are under control and utility costs, which had increased expenses for ski resort operators in 2022, have returned to normal," Melluso noted.
The president further stated that prices have now reached levels where budget-conscious visitors are being compelled to skip their traditional settimana bianca, or winter vacation, altogether.
Visitor Decrease and Broader Context
Melluso observed 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 increasing expenses.
Despite these increases, Italy remains a more affordable destination for skiing enthusiasts in western Europe compared to neighboring Switzerland, France, and Austrian locations.
Olympic Context
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, recently stated that Italy had submitted a proposal to the United Nations calling for a "global truce" during the international event.
"With Milan Cortina we must similarly convey a peaceful communication and conversation... to stop warfare during the Games," Tajani emphasized.
