MILANO MOUNTAIN SHOW 2026: THE MOUNTAINS AT THE HEART OF MILAN

Milan is preparing to bring the Alps directly into its urban core this autumn with the announcement of the Milano Mountain Show 2026. Taking place from October 24 to 29, the six-day event will transform Piazza Città di Lombardia into an immersive alpine hub designed to bridge mountain culture, outdoor sports, regional tourism, and corporate innovation.Unveiled at Palazzo Lombardia’s 39th-floor Belvedere Silvio Berlusconi, the 2026 edition carries the central theme “Growing Ideas.” Organized by Fandango Club Creators in collaboration with the Lombardy Region, the showcase aims to leverage the momentum surrounding winter sports in Northern Italy to foster long-term economic and cultural developments for mountain communities.

The new edition was presented at Palazzo Lombardia—on the 39th-floor Silvio Berlusconi Belvedere—alongside the event's new visual identity and official website.

Organized by Fandango Club Creators in partnership with Regione Lombardia, with PwC Italia serving as Strategic Advisor and Pernice leading PR & Advocacy, the event builds on the legacy of the Milano Cortina 2026 Winter Olympics to shape the future of the mountain industry.

The Concept: "Growing Ideas"

Centered on the concept “Growing Ideas,” the 2026 edition aims to serve as a practical platform for developing projects and fostering collaborations. The goal is to maintain an ongoing dialogue about mountain regions and spark connections that extend far beyond the six-day event.

The Schedule

The program bridges immersive public experiences with professional networking across six action-packed days:

• October 24–25 (Village & Outdoor Experience): Piazza Città di Lombardia will host an alpine village in the heart of the city featuring winter sports activities, outdoor lifestyle culture, and a dedicated zone for Pool Sci Italia. Highlights include the opportunity to test gear and skis on the NewSnow synthetic downhill slope.

• October 26–29 (Business & Educational): The village will remain open with initiatives tailored for school groups alongside public activations. Meanwhile, the Auditorium Testori will host a full slate of business and institutional sessions addressing the strategic topics redefining the future of mountain economies.

PwC Italia serves as the Strategic Advisor for the event, alongside PR & Advocacy partner Pernice. Major industry associations backing the initiative include ANEF (National Association of Cableway Operators) as Main Partner, ITASNOW as Premium Partner, and AMSI (Italian Ski Teachers Association).

By creating a central gathering point for both snow enthusiasts and mountain entrepreneurs, the Milano Mountain Show positioning reflects a broader movement: measuring the value of mountain regions not by physical elevation, but by their capacity to build sustainable economic networks.