Cortina d'Ampezzo leads the list of Italy's best ski resorts. This year, the "Pearl of the Dolomites", which has hosted two Winter Olympics, has a reputation worth almost €4.1 billion. The Alpine resorts that have hosted previous Olympic events are likewise functioning well. Bormio's strong brand is valued slightly more than €1.3 billion, compared to €1.166 billion for adjacent Livigno. This is according to a report by JFC, a tourism marketing firm that examined brand value trends. Positive effects are also being shown for alpine resorts that are not directly involved in the Games. Courmayeur had an increase of €125 million, Breuil-Cervinia of €60 million, Madonna di Campiglio of €91 million, and Sestriere of €24 million. In the 2026 list of Alpine destinations, Madonna di Campiglio ranks second after Cortina, with just over €2.9 billion, followed by Courmayeur with €2.9 billion and Breuil-Cervinia with more than €1.5 billion. Canazei and Bormio are next, both worth slightly more than €1.3 billion, followed by Livigno, which has topped €1.1 billion as a result of the Games, and Sestriere, whose destination value is €880 million. The overall value exceeds €16 billion.