Cortina d’Ampezzo: The Next Global Hotspot

By Mike Scalera

As the world sets its sights on the 2026 Winter Olympics, Cortina d’Ampezzo—the crown jewel of the Italian Dolomites—is cementing its status as a must-be destination for luxury brands and experiences.

Renowned for its breathtaking natural beauty and sophisticated crowd, Cortina is undergoing a remarkable transformation, positioning itself as a year-round haven for high-net-worth individuals and discerning travellers.

Long celebrated as an exclusive retreat for the elite, Cortina is now experiencing a surge in global interest. According to ISTAT, tourist arrivals increased by 15% in 2023, with international visitors leading the charge. This momentum shows no signs of slowing, as the town prepares to host a global audience during the Winter Olympics.

The 2026 Games are expected to attract over 1 million visitors and inject an estimated €1.5 billion into the local economy, further elevating Cortina’s profile. Recent announcements, such as Mandarin Oriental’s forthcoming opening, underscore the destination’s appeal to an ultra-premium audience. These developments are complemented by major investments in infrastructure, including upgraded ski facilities, luxury hospitality projects, and improved transportation networks, creating the perfect ecosystem for upscale brands.

This is more than just a moment to invest in Cortina—it is an unparalleled opportunity to establish a presence in one of the world’s most exclusive destinations. Cortina is poised to become a global hotspot for the ultra-luxury market, offering a rare chance for brands to align with the timeless elegance, sophistication, and allure of the Dolomites’ most glamorous enclave.

From premium hospitality to luxury retail, Cortina presents a platform where brands can thrive and create transformative experiences for a discerning global audience.

Source: LinkedIn