Italian Consumer Group Slams Lift Ticket Cost Increases as Totally Unreasonable
Italian consumer advocates are sounding the alarm over what they call entirely unreasonable cost hikes for ski passes this cold-weather period, cautioning that alpine sports could become an exclusive privilege for affluent individuals.
Substantial Price Increases Across Italy
Across the Alpine regions and breathtaking Dolomites in the northern areas to the ski runs of central Italy, prices are set to rise by up to 40% compared to prices from three years ago, according to recent analysis.
The popular Dolomiti Superski ticket, 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 the popular Abruzzo resort, a daily ski pass is projected to hit €60, after experiencing substantial visitor surges during the previous winter.
Annual Ticket Prices and Additional Expenses
Meanwhile, seasonal ski passes will vary between €755 per adult in Roccaraso to as much as €1,800 in the northern Aosta area.
The expense of hiring winter sports gear has also increased, along with lodging costs and restaurant prices throughout alpine destinations.
Consumer Group President Points to Unreasonable Hikes
Gabriele Melluso, heading the consumer protection group, emphasized that the price increases—attributed by resorts to increased utility expenses, facility upkeep, and requests for superior gear—were entirely unreasonable and not acceptable.
"Particularly since inflation in Italy are under control and utility costs, which had increased expenses for mountain facility managers in 2022, have stabilized at previous levels," Melluso noted.
The president further stated that prices have now reached levels where less wealthy individuals are being compelled to skip their traditional settimana bianca, or ski holiday, altogether.
Tourism Decline and Wider Perspective
He noted 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.
Despite these increases, Italy remains a cheaper option for skiing enthusiasts in the European region compared to nearby Swiss resorts, France, and Austria.
Olympic Context
The increasing worry over winter sports expenses comes as the country prepares to host the Milan Cortina Winter Olympics between the first three weeks of February. Italy's foreign minister, Antonio Tajani, announced on Friday that Italy had presented a plan to the United Nations urging a "worldwide ceasefire" during the international event.
"Through the Winter Games we must also send a peaceful communication and dialogue... to halt conflicts during the Games," he declared.
