Milan, Italy. The Milano-Cortina 2026 Winter Olympics officially begin today, bringing 3,500 athletes from over 90 countries to compete in 304 events. The opening ceremony is set to host 50 heads of state and government.
Scale and expected impact
The Games are expected to draw an estimated worldwide audience of three billion people. Italy projects an economic impact of 5.3 billion euros, alongside infrastructure and territorial growth linked to hosting the event.
Distributed Games across multiple territories
For the first time, the Winter Olympics are being held in a “distributed” format, involving Milan and Cortina and a broader system of territories including Lombardy, Veneto, and Trentino-Alto Adige, with a stated focus on sustainability and inclusion.
Organisation, volunteers and diplomatic task force
The organisational system includes about 18,000 volunteers and a dedicated diplomatic Task Force involving young officials, institutions, and local communities. The initiative is presented as part of Italy’s approach to hosting global events.
Foreign ministry strategy and sports diplomacy
Italy’s Ministry of Foreign Affairs said it supported preparations through an integrated strategy launched two years ago, including the creation of an “Office for Sports Diplomacy” and an international roadshow in Europe, North America, and Asia involving athletes, media, and businesses.
The stated aims included highlighting the territories and communities involved and strengthening Italy’s image as innovative, sustainable, and welcoming. Related initiatives were carried out at Expo Osaka 2025, in business forums abroad, and during Italian Sports Day events worldwide.
Soft power and Olympic values
Italian Foreign Minister Antonio Tajani said the Games are intended to support development and innovation and to act as a tool of soft power to strengthen Italy’s international standing. He also said the Olympics represent values of fair and peaceful competition, and remain a space for dialogue in a global context marked by conflicts.
What do you expect will be the most lasting impact of Milano-Cortina 2026 on Italy?
