Imagine crisp mountain air, snow-capped peaks and a town that sparkles with history and glamour: that’s Cortina d’Ampezzo, often called the “Pearl of the Dolomites”. Nestled in north‑eastern Italy, Cortina already boasts a stellar winter-sports pedigree (it hosted the 1956 Winter Games) and will be one of the main stages of Milano‑Cortina 2026. This alpine gem combines natural beauty with high-end leisure: chic boutiques line Corso Italia, and world-class ski slopes fan out from town.
In short, Cortina is equal parts luxury resort and sporting shrine, soon to welcome the world’s best athletes in February 2026. It’s gearing up to rewrite its own history and it seems every investor and brand wants a piece of the scene.
Accommodation and facilities
Luxury hotels and premier venues
Cortina’s hospitality stock is already high, and getting higher. The town offers everything from cosy alpine chalets to storied 5‑star resorts. Some of the best known establishments in the area recently attracted international investments and have been upgraded to the top worldwide standards in the industry. Investors are also building new hotels, as well as renovating and rebranding existing facilities, all to meet the surge in demand. Even private investors like Diesel founder Renzo Rosso have recently poured millions into boutique hotel renovations. And these aren’t fly‑by‑night projects: many will debut just before or during the Olympics, so visitors and corporate guests will find fully modernised, luxury accommodations.
On the ground, this means abundant capacity for corporate retreats and gatherings. Cortina’s top hotels offer dedicated conference and meeting spaces, suited to host grand events with hundreds of guests, as well as smaller workshops. Such venues are ideal places for all kinds of business and corporate events, from incentive trips and award galas to press conferences. Intimate networking dinners can happen on scenic terraces, while technical seminars use the latest AV gear in sound‑proofed ballrooms. Overall, Cortina has both the beds and the boardrooms to host high-profile events – and hoteliers are ready to roll out red carpets for companies seeking an exclusive Alpine setting.
Events and entertainment
Sporting and cultural offerings
Cortina lives and breathes sport and culture year-round. As a ski town it hosts frequent international competitions – World Cup downhill races thunder down the Tofane slopes, and skiing, snowboard and freestyle events attract spectators every winter. In 2026 those very slopes and venues will be bristling with Olympic energy. The famed Olympia delle Tofane run will stage women’s alpine skiing, while curling returns to a renovated Olympic Ice Stadium and bobsleigh, skeleton and luge ride a brand-new Sliding Centre. Off the slopes, Cortina buzzes with alpine sports folklore: a nearby open‑air World War I museum and fast chairlifts like Faloria provide adventures for guests of any age.
Festivals and local culture
Beyond athletics, Cortina is fond of a good fête. Its central Corso Italia – a pedestrian-friendly avenue lined with upscale shops – will be “animated by events, exhibitions and shows” during the Games, creating a celebration atmosphere. Foodies will relish local festivals: one example is “The Queen of Taste”, a two-day event launched in 2021 where Michelin-starred chefs and local gourmands showcase local cuisine. Visitors will discover local traditions, savour typical dishes and experience the warm hospitality of the Ampezzo community. In the downtime between business or sports, an evening stroll past luxury boutiques or a long dinner at one of Cortina’s fine restaurants (several of which have earned Michelin stars) gives international travellers rich cultural immersion. In short, guests have plentiful entertainment options – from high-adrenaline sports to elegant dining and alpine folklore – guaranteeing memorable experiences during downtime at corporate events or promotions.
Olympic preparations and infrastructure
Transport and venue upgrades
The 2026 Games are spurring major infrastructure projects in and around Cortina. Roads and transport links will be improved to handle the Olympic influx – for example, nearly €300 million is earmarked for road network upgrades into the Ampezzo valley. The key highway from Venice through Belluno is being widened and straightened, and four downtown parking facilities are being rebuilt, making access easier. Cortina is also investing in sports venues: aside from the new Sliding Centre, a €47.8m Olympic Village is being constructed to accommodate athletes, which after the Games will boost local lodging capacity. Town centre ice rinks and Alpine gondolas are being refurbished too. As the local tourism agency notes, Cortina is improving its facilities and strengthening its infrastructure to ensure an optimal experience for athletes, visitors and businesses alike.
Legacy and sustainability
These upgrades aren’t just temporary fixes. The IOC’s model for legacy development means Cortina (and nearby host towns) will retain much of the new infrastructure post‑2026. Officials emphasize a sustainable, eco-friendly approach: new stadiums and lifts are being built with innovative materials and energy-efficient designs. The town’s bike paths, signage and even waste management systems are being modernized too. For corporate planners, this matters: better connectivity (roads and buses), modern venues and an eco‑conscious image all raise Cortina’s profile as a sophisticated, future-ready destination. By the time the world’s TV cameras turn off, Cortina will have a revamped transportation network, updated hotels, and new sports complexes – assets that continue attracting visitors and events long after the Olympic flame dims. In other words, the Games are a catalyst for development and change that even marketing teams should note: studies show that post-Olympics, host destinations often see a sustained bump in tourism and international visibility, as Cortina’s global profile soars.
Business opportunities and corporate events
Brand promotions and marketing
For international brands, Milano‑Cortina 2026 is a golden marketing stage. The Games are expected to draw companies and brands from across the globe, making the host region a buzzed-about locale. Firms can piggyback on the Olympic audience: imagine pop-up activations with Dolomite scenery, or sponsoring an Olympic-themed gala dinner. In fact, a high-end events agency notes that this period will “draw companies and brands from across the globe” looking to boost visibility. Multinational sponsors have already flocked to the Games (Airbnb, Alibaba, Coca-Cola, P&G and others are global Olympic partners), so lesser-known companies can align with the hype too. Tech-forward strategies, like augmented-reality experiences or interactive displays at trade shows, could captivate savvy crowds. Cortina’s unique selling points (world-class slopes, luxury branding, UNESCO heritage sites) give marketers fresh angles: a winter sports theme, Italian dolomitic lifestyle or even sustainability focus could frame a brand message memorably.
Corporate gatherings and incentives
From a B2B perspective, Cortina ticks all the boxes for corporate events: stunning locale, top-notch venues and a story to tell. Companies can host executive retreats or team-building workshops where brainstorming happens amid mountain vistas. Already, Cortina hotels advertise incentives, conferences and gala dinners on site. For instance, a firm could book the Grand Hotel Savoia’s large conference hall for a winter seminar, then reward the team with skiing, spa sessions or an Alpine culinary tour. As event experts advise, arranging business functions now is easier with local professionals: planners can handle permits, AV set-up or Olympic-related permissions, letting companies focus on networking. All told, Cortina’s blend of luxury and adventure means that corporate programs here are as inspiring as they are effective – and that can’t be said for every conference centre.
