The data from the recent report compiled by HBenchmark According to Bormio Turismo, they are drawing a distinctly positive balance for the first summer season following the experience of the Winter Olympic Games.

The analysis, conducted on a representative sample of 40 accommodation facilities (1,206 rooms in total), highlights how the international visibility gained is continuing to generate a significant return in terms of image and visitor numbers for the “Magnifica Terra”.

The key points emerging from the data analysis

• Employment rose sharply in July (+5.1%): The average employment rate in July reached a’83,1%, exceeding the 2025 figure by a full 5.1 percentage points, with peaks during the middle weekends and strong growth in the first and last weeks of the month.
• Average Daily Rate (ADR) growth: The average revenue per occupied room in July stood at 196,3 €, an increase of €7.30 compared to the same period of the previous year.
• Advance bookings for August and September (+1.7%): The bookings registered at the beginning of August show a trend ahead of 2025, accompanied by an increasing average value per room to 227,5 € (+9,9 €).
• Structure of the application: Italian customers remain in the majority (61,1%), but there is a progressive increase in international visitors from Germany, Switzerland, Belgium, France, Denmark, Spain, and long-haul markets such as Australia.