UK Winter Sports Enthusiasm Poised to Rise Ahead of the Olympic and Paralympic Winter Games Milano Cortina 2026, Says Visa

8th January 2026 - Britons’ passion for winter sports is well-established—and it’s about to accelerate. According to Visa, the Official Payment Technology Partner of the Olympic and Paralympic Winter Games Milano Cortina 2026, the upcoming Games are poised to amplify this enthusiasm and drive significant growth across Europe’s winter sports industry.

New VisaNet data1 by Visa Consulting & Analytics (VCA) shows total domestic and international spending in winter sport destinations is up 14.3% across Europe versus 2024. Ski resorts in Austria (+20%), Italy (+20%), Poland (+20%) and France (+15%) are seeing the biggest year on year boost - underscoring how rising consumer interest is translating into measurable economic activity.

VisaNet data has found that almost half of UK Visa cardholders that go on ski holidays choose skiing in France, with Switzerland coming second at almost 20% 1.

According to new research conducted in the UK on behalf of Visa2

• Nearly 7 in 10 (69%) Brits are inspired by the Winter Games to participate in winter sports.

• Interest in winter sports has increased over the past 5-10 years among 45% of people in the UK, with 32% of people in the UK booking a winter sports experience in the last year, from dry slope activities at home (26%) or trips to winter sport destinations abroad (74%).

• An overwhelming 97% of respondents in the UK believe the Olympic and Paralympic Winter Games can drive growth within Europe’s winter sports industry.

• Proof of that, 56% of UK adults bought winter sports related clothing in the last year, with 46% under 35 saying that it’s the first time they’ve done so.

• Ice skating tops the list of winter sports experiences UK respondents want to book for their next trip - and it’s especially popular among younger audiences, with 51% of Gen Z (18–34s) saying they plan to book it.

Technology and Innovation shaping the future of winter travel

Visa’s research shows that AI is already becoming an integral part of how people plan winter sports experiences. Over a third of Brits (37%) say they currently use AI tools to help identify destinations and craft itineraries, while a further 60% say they plan to do so in the future. From discovering destinations and comparing options to streamlining booking decisions, the rise of agentic commerce is increasingly shaping how consumers move from inspiration to action.

Timesaving is a key driver behind this shift. According to Visa, 69% of consumers say they would be motivated to use AI when planning winter sports experiences to save time, reflecting growing demand for faster, more seamless journeys from planning to payment. As AI adoption accelerates, Visa continues to build the secure foundations that enable trusted, intelligent commerce - helping consumers plan, book and pay with confidence as winter sports experiences enter a new digital era.

Alicia Ngomo Fernandez, Head of Visa Consulting & Analytics, UK & Ireland at Visa, says: “UK consumers are spending more on the slopes and in the shops, as excitement for the Olympic and Paralympic Winter Games inspires a new wave of interest in winter sports.

As the industry grows, there is a huge opportunity to make the shopping experience even easier. Agentic AI is already helping travellers, discover, plan and personalise their winter adventures, from identifying the right gear to curating end-to-end travel packages. Secure digital payments make it easier to book and enjoy the experiences. These trends mark the start of our journey towards agentic commerce and are already empowering businesses and consumers to embrace winter sports like never before.”

40 years of partnership and innovation

Since 1986, Visa has been the Payment Technology Partner of the Olympic Games and, since 2002, a proud partner of the Paralympic Games. Over the past four decades, Visa has continually evolved its role - delivering innovation, access and impact across every edition of the Games.

Visa is enabling contactless payments across public transport and mountain resorts in northern Italy, helping to digitise more than 50 ski destinations and drive lasting growth for local businesses. In December 2025, Visa introduced SkiTap26, a special Milano Cortina 2026 edition of the wearable bracelet that combines contactless payments and RFID ski‑lift access in one device, providing fans with a more convenient and secure way to pay on the slopes.

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Note to editors

• 18,000 consumer research conducted on behalf of Visa in December 2025. Countries: Austria, Switzerland, Germany, France, Sweden, UK, US, Netherlands, Czechia, Slovakia, Poland, Hungary, Romania, Slovenia, Croatia, Bulgaria.

• VisaNet data shows face-to-face spending in the ski resorts location in Austria, France, Germany, Italy, Finland, Norway, UK, Poland, Sweden and Switzerland from 15-Dec to 15-Mar in season 24-25