OLYMPICS: Italy's Livigno bets big on Games to cement new identity in winter sports

LIVIGNO, Italy – Italy’s winter sports fame has long revolved around Alpine skiing, but the northern town of Livigno is aiming to rewrite that story during the Milano Cortina 2026 Winter Olympics.

The small Alpine town hopes the home Games will cement its reputation as a hub for freestyle skiing and snowboarding—sports that have grown from niche subcultures into fast-growing, youth-driven global phenomena.

With about €300 million ($360 million) invested by both public and private sectors ahead of the Olympics, Livigno is betting big on world-class facilities. Local officials and business leaders hope to attract higher-spending tourists from markets like China, Japan, and the United States, without necessarily increasing overall visitor numbers.

"The strategy is to approach this unique event at our best," said Marco Rocca, CEO of Livigno’s Mottolino ski area, in an interview with Reuters.

A Freestyle Stronghold with Major Upgrades

Livigno is already known as a freestyle and snowboarding hotspot, drawing riders from across the globe thanks to its terrain, culture, and existing infrastructure. Over the past four years, more than €50 million has been invested in upgrading Mottolino, which now hosts halfpipe, big air, slopestyle, ski- and snowboard-cross, and parallel giant slalom (PGS). All events feed into a single finish zone designed to enhance the fan experience.

Lift capacity is also expanding with a new high-speed cable car and an eight-seater chairlift—improvements intended to benefit both the Olympics and the resort’s long-term growth.

"With snowboard and freestyle, we can attract a consistently young audience—not just athletes, but anyone who wants to connect with this scene. It’s about identity as much as sport," Rocca said.

Luca Moretti, head of the local tourism agency, added that post-Olympics, Livigno will “change its skin, more in quality than quantity.”

Snow Guaranteed, Whatever the Weather

Livigno’s high-Alpine setting—at 1,816 meters, nicknamed ‘Little Tibet’—ensures long winters and ample snowfall. The town has also invested in snow-making technology, including a reservoir-fed cannon system capable of producing snow from more than 200,000 cubic meters of water.

Complementing this is snowfarming, which stores snow for use during low-snow periods. This ensures that the resort can maintain consistent training and event schedules, even if natural snowfall is unpredictable.

"Livigno is known for its guaranteed snow and cold weather," Moretti said. The new systems are built to last well beyond the Games, offering long-term reliability for athletes, coaches, and visitors alike.

U.S. freestyle skier Jaelin Kauf, who competed in last season’s World Cup in Livigno, praised the venue. "It was a great course—long, steep, and with excellent jumps. It goes right down to the village, so it’s going to be a fantastic Olympic venue," she said.

In Tune with the Zeitgeist

Livigno’s push comes as freestyle skiing and snowboarding have transitioned from counterculture pursuits to mainstream global sports. Their exciting mix of style, risk, and rapid technical innovation continues to draw young fans worldwide.

Snowboarding, once seen as an unruly alternative to skiing, surged in popularity in the 1980s and 1990s, and its Olympic debut in 1998 in Nagano, Japan, cemented its global appeal.

Italian athletes, including freestyle skiing siblings Flora and Miro Tabanelli and snowboarders Lucia Dalmasso and Maurizio Bormolini, are expected to compete for medals that could further raise Livigno’s profile.

"Livigno has always been a mecca for winter sports, especially snowboard and freestyle. Its terrain, facilities, and atmosphere make it internationally sought-after," Bormolini said. He added that recent upgrades have made the slopes and snow consistently world-class.

"The home Games will consolidate Livigno as a world capital for winter sports and inspire the next generation. It will leave an indelible mark on our community," he said.

($1 = €0.8378)

-Additional reporting by Lisa Richwine; Editing by Keith Weir/Reuters