Image: TVB Osttirol
As the world turns its eyes to the Milano Cortina 2026 Olympic Winter Games, skiing once again takes centre stage, at and away from the competitions. After all, the Olympics celebrate everything that makes winter sports so captivating, from athletic excellence to snowy landscapes, the unique atmosphere of the mountains, and the alpine lifestyle. For Austrians, Milano Cortina 2026 almost feels like a home game: Skiing runs in their blood and is part of everyday life in Austria, the Olympics are right on the Austrian border, and Italy is one of their most important economic partners.
The proximity and shared spirit and values make Austria, and particularly Osttirol (East Tirol) a natural extension of the Olympic experience. At the same time, the excitement around the competitions is also a chance for Austria Tourism to strengthen its international brand, inspire winter sports enthusiasts worldwide and promote Austria as one of the most authentic alpine holiday destinations, while underlining its strong commitment to the future of skiing and its next generation.
The central pillar of this initiative is the Austria House in Cortina, only a short distance from the Olympic venues, which serves as a place for exchange and inspiration, as well as a chance to experience the Austrian lifestyle, our “Lebensgefühl”, first-hand.
Image: TVB Osttirol
AUSTRIA IS A SKIING NATION – AND A HOLIDAY WINTER DESTINATION LIKE NO OTHER
Austria is one of the countries with the highest number of overnight stays in Europe and one of the world’s leading winter sports destinations. Around 61% of winter guests enjoy skiing, and Austria is among the top two most popular winter sports favourites in eight out of ten European markets, including the UK. Austria is also currently ranked as the fourth most attractive winter sports destination outside the USA for Americans, and second for Chinese guests travelling in winter. Austria’s strengths in winter include world-class ski resorts with modern infrastructure and excellent ski schools that are renowned around the globe, top service, guaranteed snow and great value for money.
The decades-long successes of Austrian athletes in winter sports further adds to the value, regularly creating images that travel around the world. The sports stars’ charisma and passion play a key role in inspiring enthusiasm for winter holidays in Austria.
Image: TVB Osttirol
OSTTIROL SCORES AS AN AUTHENTIC SKIING HOTSPOT WITH AN OLYMPIC SPIRIT
With its unspoiled character, postcard-perfect Alpine landscapes, sporty vibe and hidden treasures away from the masses, Osttirol stands out as a particularly appealing skiing destination. Nestled between the Hohe Tauern and the Dolomites, it offers reliable snow conditions right through the spring and a relaxed vibe, ideal for skiers who value a quality winter holiday. Family-friendly resorts, plenty of blue runs as well as changing terrain, excellent local cuisine, and alternative activities such as winter hiking, ice climbing or ski touring for days away from the slopes further enhance the genuine and laid-back vibe.
NAN/AT 6-2-26
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