When thinking of winter vacations, most people imagine ski slopes, lifts, and cozy mountain lodges with snow-covered rooftops. However, the traditional "settimana bianca" (week-long ski holiday)—caught between rising costs and climate challenges—appears to be shifting. If not disappearing altogether, it is increasingly becoming a niche experience reserved for high-spending clientele.

At a time when seasonal diversification is a growing priority, the key to success for hospitality businesses remains the ability to anticipate these changes by adapting their offerings and ensuring an attractive experience for all guests, year-round.

In this article, we’ll provide an overview of Italy’s winter tourism market and offer practical upselling ideas to make your hotel more appealing during the colder months—quickly and easily!

Winter tourism in Italy: Market overview and last season’s numbers

Winter tourism remains a major driver of the Italian economy, accounting for 13% of total hotel overnight stays and relying on 400 companies, 1,500 ski lifts, 3,500 kilometers of authorized ski slopes

In the first quarter of 2023, nearly 12 million Italians took a winter vacation, split between 7.5 million guests opting for a full "settimana bianca", and 4.5 million choosing a weekend getaway

This generated a total revenue of €9.6 billion. As for average spending, a full ski week cost an average of €751 per person, and a weekend trip averaged €403 per person, covering transport, lodging, meals, ski passes, ski lessons, and entertainment

Despite higher figures compared to 2019, one crucial trend emerged: According to Federalberghi, in the first quarter of 2023, 66.9% of weekend skiers chose this option as a compromise, giving up a full ski week due to rising prices.

This shift highlights the growing need for hotels to rethink their winter offerings and cater to a wider audience with diversified experiences and pricing strategies.

The profile of the winter tourist

In its latest report on winter travel trends, Airbnb revealed that for an Italian winter getaway, the top three most popular categories are “National Parks,” “Popular Cities,” and “Beaches.” The “Ski” category ranks only in fourth place, followed in fifth place by “Incredible Pools,” which includes accommodations featuring pools and thermal spas.

These trends are also reflected in data from Confcommercio, which highlights how the pandemic has significantly altered the motivations of travelers heading to the mountains. The four most sought-after activities, in order of importance, are 

• nature excursions, 
• food and wine experiences, 
• spa and wellness retreats, 
• and shopping. 

Skiing and other winter sports only come in at fifth place.

The decreasing frequency of ski trips aligns with broader changes in traveler behavior: shorter stays, a preference for meaningful experiences, greater awareness of environmental sustainability, and a renewed interest in local culture, traditions, and regional products.

Challenges in winter tourism and forecasts for the 2023/2024 season

While it remains to be seen whether this winter will bring more snowfall than the 2022/2023 season, Legambiente has already highlighted that climate change has made Italy one of the most dependent Alpine countries on artificial snow, with 90% of ski slopes relying on artificial snowmaking.

However, this solution is unlikely to remain viable long-term, not only due to the high operating costs of snow cannons but also because they will become completely ineffective if temperatures continue to rise. According to the World Meteorological Organization (WMO), skiing may become difficult—if not impossible—by as early as 2036, even in the Dolomites.

Beyond climate concerns, inflation and rising costs are expected to continue into the 2023/2024 season, as highlighted at the recent Skipass trade show in Modena.

If in 2022/2023, operators were already forced to raise prices by 10-15%, this year, increases will not slow down—especially for ski passes, which have risen by 15-18%. Combined, these hikes represent a nearly 30% increase in just two seasons.

According to the Skipass Tourism Observatory, these price hikes will lead to two key consequences:

• Skiing will become an increasingly elite sport, catering primarily to high-spending international clientele.
• Traditional mountain visitors will seek new destinations, opening up significant opportunities for smaller and lesser-known locations.

Rethinking the offer

As early as 2007, the OECD, followed by the ClimAlpTour consortium in 2011 and now Legambiente, have all proposed the same solution for preserving the winter tourism economy and mountain environments: diversifying the tourism offering with activities that are independent of winter weather conditions.

Many mountain accommodations have already adapted, shifting their focus to attract tourists interested primarily in relaxation, local culinary traditions, and wellness experiences.

Several have complemented—or even replaced—skiing with year-round activities such as snowshoeing, cross-country skiing, hiking, downhill biking, Nordic walking, cycling routes, or promoting historical and cultural heritage sites in their surroundings.

The best way to develop a new winter offer is to analyze your existing guest base and identify new segments you want to attract. Then, look at the activities your property can offer independently and seek out local partners to expand and enhance your winter packages.

Key elements and examples of successful winter packages

If your property is located in a mountain destination, whether in a remote natural setting or a city, you have the unique opportunity to create an enchanting winter atmosphere for your guests.

As we’ve seen, many travelers visiting the mountains today prioritize excursions, food and wine experiences, relaxation, and shopping over skiing.

That’s why you should start offering packages that incorporate these experiences and extra services right away.

Here are some examples of winter packages you can introduce:

• “Holiday Magic” Package: Transform your hotel, B&B, or vacation rental into a winter wonderland. Offer themed decorations, a warm welcome with mulled wine and homemade cookies, or special children’s events with storytelling and Christmas craft workshops.
• “Alpine Relaxation & Wellness” Package: Enhance your amenities with locally sourced beauty products, organize wellness days with local spas, and offer yoga and meditation sessions with panoramic mountain views.
• “Mountain Gastronomy” Package: Host tastings of regional products such as alpine cheeses, speck, and bold local wines, and offer cooking classes where guests can learn to prepare traditional mountain dishes.
• “Nature Adventure” Package: Provide guided wildlife observation tours, photography walks in snow-covered forests, or nighttime trekking experiences with torches and snowshoes.
• “Culture & Local Traditions” Package: Arrange visits to artisan markets, workshops on traditional crafts, or evening aperitifs featuring storytelling and local folklore.

These packages not only enhance the guest experience but diversify your revenue streams and help your property stand out in the evolving winter tourism market.

Despite the climate crisis and the growing challenges of ensuring an affordable and successful ski season, winter remains a magical time to enjoy the mountains—just in new and different ways.

Now that you understand what modern winter travelers are looking for, it’s time to start planning an alternative offer of extra services that will help you attract guests and increase revenue.

To make this process easier, we’ve created a comprehensive guide featuring the best upselling ideas for the winter season.

Use it as inspiration to enhance your property’s appeal—no matter the weather conditions or type of guest you cater to.