With the opening ceremony just over two months away, the 2026 Milan-Cortina Winter Olympics are confronting a significant challenge: a substantial number of tickets remain unsold. As of early December 2025, nearly half of all available tickets for the Games have yet to find buyers, raising questions about public enthusiasm and logistical hurdles for the upcoming global sporting event.
A Slow Start for Olympic Ticket Sales
The revelation comes as the traditional Olympic torch relay officially commenced its journey across Italy. On Saturday, December 6, 2025, former Olympic fencing champion Elisa Di Francisca carried the flame in Rome, marking the start of its path that will conclude in Milan in February 2026. Despite this symbolic kickoff, the excitement has not yet translated into robust ticket purchases for the events themselves.
Organizers have not released specific figures on the exact percentage or number of tickets still available, but sources confirm the figure is close to fifty percent. This slow sales pace is notable for a Winter Olympics, which typically generate significant interest from both domestic and international audiences. The Games are set to be spread across multiple venues in the Lombardy and Veneto regions, with events in iconic locations like Milan and Cortina d'Ampezzo.
Potential Factors and Broader Context
Several factors could be contributing to the sluggish sales. Economic pressures, the complexity of multi-venue travel for spectators, and a potentially shorter-than-usual marketing timeline are all being considered by analysts. The situation presents a stark contrast to other major sporting events on the horizon, such as the 2026 FIFA World Cup, which will see matches hosted in Toronto and has already generated considerable buzz in Canada.
For Canadian sports fans, the news from Italy arrives amidst a busy domestic sports landscape. From NHL hockey to curling and the build-up to the North American World Cup, competition for the entertainment dollar is fierce. The performance of Canadian athletes in Milan-Cortina, particularly in marquee winter sports like ice hockey, figure skating, and freestyle skiing, will be crucial in driving last-minute interest and ticket purchases from the Canadian market.
Looking Ahead to February 2026
Organizers now face a critical two-month window to boost sales. A major promotional push, potential last-minute discounts, and heightened media coverage as the Games approach are all expected strategies. The success of the torch relay in generating local excitement across Italian communities will also be vital in turning the tide.
The coming weeks will be a decisive test for the Milan-Cortina organizing committee. With the eyes of the winter sports world beginning to turn towards Italy, the hope is that the story will shift from unsold tickets to packed venues celebrating athletic excellence. The final leg of the torch's journey and the opening ceremony on February 6, 2026, will be pivotal moments to capture global attention and fill those empty seats.
