When you hear “Italy,” what comes to mind?
Cheerful people, pizza in back alleys, or perhaps a slightly relaxed sense of time—
If you visit Cortina d’Ampezzo, host of the 2026 Winter Olympics, expecting that image of “everyday Italy,” you might be in for a shock.
Cortina d’Ampezzo is another world entirely—where Ferraris race on snowy roads and ladies in fur coats sip champagne.
This article offers a glimpse into the reality of this “Winter Monaco,” where European royalty and the jet set gather.
Main Street = “The Runway”
The heart of Cortina is Corso Italia, a pedestrian-only street.
This is no ordinary street. At dusk, the time for the celebrities to “show off” begins. The etiquette is to be wrapped head-to-toe in the finest furs and cashmere from top brands, then stroll leisurely down the street.
The shop windows display not ski gear, but jewels from Bulgari and Cartier.
People move through the scene like a movie, weaving between luxury SUVs and supercars casually parked along the curb.
Why Do the Wealthy Choose Prada? The Fashion War at the Milan Olympics.
Hotel rates during the Olympics? Shockingly high.
Now, how much does it cost to stay in Cortina d’Ampezzo?
This area already boasts some of Italy’s most expensive real estate, but prices are expected to skyrocket during the 2026 Olympics.
During the regular high season, a night at a five-star hotel typically costs between €5,000 and €10,000.
During the Olympics, according to a survey by Italian consumer group Altroconsumo, prices are expected to surge to about four times the cost of a typical winter weekend.
For suites at ultra-luxury hotels, it’s not uncommon to be billed the equivalent of “a car” for a single night. Even so, celebrities from around the world are scrambling to make reservations.
The “Miramonti” loved by 007
When discussing Cortina’s high society, one cannot overlook the Miramonti Majestic Grand Hotel, the setting for the film “007 For Your Eyes Only.”
The hotel where James Bond stayed and gazed at the snowy landscape from the balcony in the film is very real.
Established over a century ago, this hotel sits on a hill slightly removed from the town center. Its tranquility and panoramic views give it the perfect ambience of a true hideaway. It retains the distinctive grandeur of the Grand Hotel style; the moment you step into the lobby, you’re enveloped in a sense of timeless opulence, as if you’ve slipped back in time.
Room 108, where lead actor Roger Moore actually stayed during filming, remains a sacred spot, drawing a steady stream of visiting fans.
Pulling up in a luxury car, enjoying dinner in a tuxedo. Pretending to live the spy’s holiday life might just be the quintessential Cortina experience.
How much is the cover charge for a cup of coffee?
Hearing “winter in Monaco” might make your hands shake just trying to drink a cup of coffee, but the truth is, how you drink it makes all the difference. This is the microcosm of Cortina’s capitalism.
1.5€ … Counter service is convenience store pricing
Surprisingly, a standing espresso (Banco) costs about €1.50. This is no different from other Italian cities.
You might see a lady in a fur coat pull up in a Ferrari, pay with coins at the counter, down her espresso in one gulp, and drive off.
€6… The magic of terrace seating
However, the moment you sit at a terrace table overlooking the main street, Corso Italia, prices jump to €3 – 6.
This difference isn’t about the coffee.
It’s an admission fee to watch the jet-setters from around the world passing by on the street, and a stage fee to create the illusion of “me relaxing on a terrace in Cortina d’Ampezzo.”
12€ … Mountain cocktails are priced at the summit
Lightening your wallet more than coffee is Bombardino, a winter specialty drink.
This hot cocktail, made with egg liqueur topped with generous whipped cream, typically costs €8 to €12 at mountain huts on ski slopes.
If a family of four takes a break thinking “We’re here anyway,” drinks alone can set you back nearly €100. Now that’s resort pricing!
Why does wealth accumulate in Cortina d’Ampezzo?
Why do so many wealthy individuals gather in this remote mountain location?
It’s because since the first Olympics held here in 1956, this place has functioned as a closed salon.
Politicians, business leaders, and royalty have used skiing as a shared hobby to hold private talks away from the crowds.
The 2026 Milan-Cortina Games may also become a stage where European politics and economics unfold behind the scenes.
Just watching is free.
Of course, you can buy groceries at regular prices at supermarkets in Cortina, and there are delicious pizza places too.
But if you visit in 2026, you absolutely must experience a sunset stroll along Corso Italia. For just the cost of admission, you can observe Europe’s truly wealthy up close.
This is a hidden event you won’t experience at any other Games.
