by InTrieste
As the 2026 Winter Olympics loom on the horizon, this Alpine jewel in the Dolomites is experiencing an extraordinary real estate boom, with prices now rivaling some of Europe’s most elite urban markets.
Property in Cortina d’Ampezzo, long a playground for Italian aristocracy and global jet-setters, is averaging €12,000 (about $13,000) per square meter—a valuation more commonly associated with the heart of Paris. And in the most coveted corners of town, prices are soaring above €20,000 per square meter, making it one of the most expensive mountain destinations on the continent.
A Rush for Alpine Gold
The Olympic spotlight has unleashed a gold rush for luxury homes in this ski resort, where the convergence of global visibility and limited housing stock has created a perfect storm. Real estate agents report a 50 percent increase in demand for high-end properties over the past few years, driven largely by wealthy Italian and international buyers eager to stake a claim in the picturesque town before the Games.
“It’s not unusual to see deals close in days, often with little to no negotiation,” said Marta Fioretti, a luxury property consultant based in Cortina. “There’s a sense that this is a once-in-a-generation opportunity.”
Strict Rules, Limited Inventory
But as demand surges, Cortina’s famously strict building regulations are keeping supply in check. Local laws designed to preserve the town’s architectural heritage and delicate alpine environment make new development exceedingly difficult.
This scarcity is pushing prices to historic highs. With premium listings rare and competition fierce, the town’s real estate market is beginning to resemble that of global capitals—despite its year-round population of just over 5,000.
Rentals Skyrocket as Games Near
The impact of the Olympics extends beyond property sales. Short-term rental prices are already rising in anticipation of the Games. Daily rates for upscale apartments are expected to reach up to €3,000 during the event, while luxury hospitality packages are projected to exceed €4,500 per night.
Local businesses are preparing for a windfall, but not everyone is celebrating. Long-time residents and returning visitors are voicing concerns about affordability and access. “It’s starting to feel like Cortina is becoming less of a community and more of a brand,” said Lorenzo De Luca, who has vacationed in the town every winter since childhood.
An Alpine Identity in Flux
With just over a year until the Olympic flame arrives, Cortina d’Ampezzo finds itself at a crossroads. The town is basking in global attention and record investment, yet it faces difficult questions about sustainability, accessibility, and its future as more than just a high-end enclave.
For now, though, Cortina is not just preparing for the Olympics—it’s experiencing a transformation that could redefine its identity for decades to come.
From ski slopes to property portfolios, the world is watching.
