Organizers of the upcoming Milan Cortina Winter Olympics are facing a significant challenge as fewer than half of the available tickets have been sold, just two months before the event. With 1.5 million tickets up for grabs, only approximately 850,000 have found buyers as of now. The local organizing committee cites a lack of enthusiasm among Italian fans, despite strong international interest.
Local organizing committee CEO Andrea Varnier shared insights on the ticket sales situation shortly before the torch relay commenced in Rome on December 2, 2023. “That’s normal. The local fans get interested closer, and I think the beginning of the torch relay will be a very important moment for people realizing that,” Varnier told The Associated Press.
In an effort to boost sales, a recent promotional campaign offered a 20% discount on tickets over a three-day period, dubbed “Black Friday.” Additionally, those purchasing tickets for both the Olympics and Paralympics can obtain lift passes for just €8 (approximately $9), valid at various ski areas in Lombardy from December 9-22, 2023.
Key Events and Ticket Availability
New tickets for the February 6, 2024, opening ceremony at the San Siro stadium and the men’s hockey gold medal game scheduled for February 22, 2024, have recently been made available. “We had some tickets on the market a couple of days ago, and they were sold out in just a couple of hours,” Varnier said, indicating that there is potential for increased interest.
Reflecting on past Olympic experiences, Varnier noted that the atmosphere during the 2006 Turin Winter Games remains a benchmark for success. Organizers had hoped to see a higher demand for tickets following the largely fan-free 2022 Winter Games in Beijing, which were impacted by the coronavirus pandemic.
Despite the slow ticket sales, Varnier reported positive activity at the recently opened Milan Cortina merchandise store located in front of the iconic Piazza del Duomo. “People are really going in and buying our merchandise, which is also a good sign,” he remarked.
Venue Readiness and Logistics
The Santagiulia Ice Hockey Arena, a key venue for the games, has experienced construction delays, with a test event now postponed to January. “We knew about the delays of the hockey arena and we are working with it, but now we are following the right pace,” Varnier stated. “It has to be ready.”
Next week, the secondary hockey venue at the Rho Fiera convention center will host under-20 world championship games, allowing organizers to evaluate the facility ahead of the Olympics.
In a unique logistical approach, the opening ceremonies will take place across several locations, including Cortina d’Ampezzo, Livigno, and Predazzo, in addition to Milan. “It is quite an effort; it’s the first time ever,” Varnier explained. “It’s a very important message to have the athletes also staying in the mountain villages to participate in the ceremony. This was very well received by the NOCs (National Olympic Committees). The communities are very happy to have a piece of the ceremonies in their towns.”
As the countdown to the Milan Cortina Winter Olympics continues, organizers remain hopeful that ticket sales will pick up momentum, creating an engaging and vibrant atmosphere for both athletes and spectators.
