Italian Consumer Group Criticizes Lift Ticket Cost Increases as Completely Unjustified

A leading Italian consumer association are raising alarms over what they call entirely unreasonable price increases for ski passes this cold-weather period, cautioning that alpine sports could become a luxury reserved for the wealthy.

Significant Cost Rises Throughout the Country

Across the Alpine regions and stunning Dolomite mountains in the northern territories to the slopes of Abruzzo, prices are poised to increase by up to 40% compared to 2021 levels, according to fresh research.

The prestigious Dolomiti Superski pass, which provides entry to all 12 resorts in the exclusive Dolomites, will now set visitors back €86 per day during the current winter. In Roccaraso, a daily ski pass is expected to reach €60, after experiencing substantial visitor surges last season.

Seasonal Pass Costs and Supplementary Charges

Meanwhile, seasonal ski passes will vary between €755 per adult in Roccaraso to as much as €1,800 in the northern Aosta area.

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

Watchdog Leader Points to Unreasonable Hikes

Gabriele Melluso, heading the consumer protection group, stated that the price increases—attributed by resorts to higher energy costs, resort maintenance, and requests for superior gear—were entirely unreasonable and not acceptable.

"Both because inflation in Italy are managed effectively and energy tariffs, which had increased expenses for ski resort operators in 2022, have returned to normal," Melluso noted.

He added that prices have climbed to points where budget-conscious visitors are being compelled to skip their traditional settimana bianca, or ski holiday, completely.

Visitor Decrease and Broader Context

Melluso observed a significant drop in alpine visitors during the 2024-2025 season, with a million fewer domestic visitors visiting ski resorts compared to the prior season due to increasing expenses.

Even with these hikes, Italy remains a more affordable destination for skiing enthusiasts in western Europe compared to nearby Swiss resorts, French destinations, and Austrian locations.

Olympic Context

The growing concern over winter sports expenses comes as the nation gets ready to host the 2026 Winter Games between February 6 and 22. The nation's top diplomat, Antonio Tajani, announced on Friday that Italy had submitted a proposal to the United Nations calling for a "global truce" during the international event.

"With Milan Cortina we must also send a peaceful communication and dialogue... to stop warfare during the Olympics," he declared.