by InTrieste
The region of Friuli Venezia Giulia is reporting another strong winter season, with officials citing continued growth across key indicators and attributing the gains to sustained investment and a long-term tourism strategy.
At a press conference in Trieste on Tuesday, 24 March, the regional councilor for productive activities and tourism, Sergio Emidio Bini, said the 2025–26 winter season had extended a run of record-setting years. The region recorded more than 960,000 first-time ski entries, a 6.3 percent increase in skiers on the slopes, and a 5 percent rise in both ticket sales and revenue. Total lift passages surpassed 10 million for the first time.
The data, presented alongside Iacopo Mestroni, director of the regional tourism agency PromoTurismoFVG, point to consistent growth across most of the region’s ski areas. First-time entries rose by 14.2 percent in Forni di Sopra and Sauris, 8.9 percent in Piancavallo, and 7.7 percent in Tarvisio. Smaller but steady increases were also reported in Sella Nevea and Ravascletto-Zoncolan.
Regional officials attributed the upward trend to a combination of factors, including sustained promotional campaigns, stable pricing over the past four years, and expanded digital sales platforms. Family-oriented offerings also played a role, with more than half of the region’s “Cartaneve” ski passes purchased as part of family packages. More than 500 on- and off-slope activities were organized during the season.
The growth came despite temporary disruptions, including the closure of the Di Prampero slope in January to accommodate a FIS Alpine Ski World Cup event held on Jan. 17 and 18. Officials said the season generated an estimated €2 million in direct economic impact, drawing more than 9,000 spectators, 150 media workers and approximately 4,000 overnight stays.
Other indicators highlighted changing patterns in visitor behavior. Sales of adult day passes rose by 17 percent, while night skiing in Tarvisio increased by 25 percent. A regional social media campaign — comprising 61 posts — generated more than 4 million views, according to tourism officials.
Tourism growth extended beyond the winter season. Mountain sites in Friuli Venezia Giulia recorded 1.3 million overnight stays in 2025, an 8.4 percent increase compared with the previous year. Across the region as a whole, total tourist presences reached 11 million, up 6.5 percent. Number of visitors increased by 7.6 percent, while international arrivals rose by 5.8 percent.
Regional officials said they expect the trend to continue into the spring and summer months, as efforts to position the region as a year-round destination gain traction.
