The opening of the Milano-Cortina 2026 Winter Olympics marks more than just the start of a global sporting event. It represents a significant economic and diplomatic opportunity for Italy, poised to draw an estimated 3.5 billion viewers worldwide and inject approximately €5.3 billion into the Italian economy, according to estimates cited in official statements.
The Games, unfolding across Milan, Cortina d’Ampezzo and the broader Lombardy, Veneto, and Trentino-Alto Adige regions, are being presented as a model for sustainable and inclusive development. This “diffuse” approach, as described by organizers, aims to extend the benefits beyond traditional host cities, fostering growth across a wider geographical area. The event is intended to showcase Italy’s capabilities in infrastructure development, territorial growth, and its international positioning.
Beyond the sporting spectacle, the Milano-Cortina 2026 Olympics are being strategically leveraged as a tool of “soft power,” reinforcing Italy’s influence on the global stage. This is particularly evident in the diplomatic efforts surrounding the Games, with 50 heads of state and government expected to attend the opening ceremony.
A key element of this diplomatic strategy is the revival of the Olympic Truce, or ekecheiria, a tradition dating back to ancient Greece. Italy has actively championed a United Nations resolution supporting the truce, receiving backing from Pope Leo XIV and the Italian President. This initiative serves as a concrete call for peace amidst a period of heightened global conflict, with Italy actively engaged in diplomatic and humanitarian efforts in Ukraine, Gaza, and Sudan, providing aid through initiatives like “Food for Gaza” and “Italy for Sudan.” More than 233,000 people have been killed by armed violence in the last year alone, creating over 123 million displaced persons, underscoring the urgency of such efforts.
The organizational structure of the Games reflects a commitment to broad participation, with nearly 18,000 volunteers and a dedicated diplomatic task force comprised of young officials, institutions, and local communities. This demonstrates Italy’s capacity to successfully host large-scale global events, building on recent experience with events like the Jubilee.
The Italian Ministry of Foreign Affairs has been proactively engaged in promoting the Games through an integrated strategy, including the creation of a “Sports Diplomacy Office” and an international roadshow spanning Europe, North America, and Asia. This outreach involved athletes, media, and businesses, aiming to highlight the participating territories and reinforce Italy’s image as an innovative, sustainable, and welcoming nation. The Games have been featured at events such as Expo Osaka 2025, business forums abroad, and the Italian Day of Sport in the World.
This emphasis on sports diplomacy represents a deliberate investment by Italy, integrating it as a structural component of its international relations. The Games are not merely about athletic competition. they embody values of fair play, peace, and inclusion – principles that resonate particularly strongly in the current geopolitical climate.
The economic impact extends beyond direct tourism and event-related spending. The Games are expected to leave a legacy of improved infrastructure and territorial growth. Technological exchange is also a significant component, as demonstrated by the collaboration with Italian snow-making company TechnoAlpin, which provided key systems for the Beijing 2022 Winter Olympics. This reciprocal exchange of expertise highlights the potential for international cooperation and innovation spurred by the Olympic platform.
The Milano-Cortina 2026 Olympics, represent a multifaceted opportunity for Italy. It’s a chance to showcase its economic strengths, promote its diplomatic agenda, and reaffirm its commitment to peace and international cooperation. As organizers state, these Games are intended to be “Games of Peace,” a commitment shared by all involved.
