event11 November nest_clock_farsight_analog03:00pm-03:50pm pin_drop Hall #2 language Italian

Milan and Cortina Olympics—From Sports to Food Tourism

How Sports Nutrition Has Sparked a Global Movement to Promote Italian Food and Wine Culture

At the 2026 Milan-Cortina Winter Olympic Games, athlete nutrition has evolved from a mere logistical function into one of the event’s main drivers of global appeal and visibility. The dishes served in the athletes’ village—spontaneously shared on social media by the competitors themselves—have sparked a wave of international media interest, demonstrating just how much food remains the most powerful ambassador of Italian identity.

This panel analyzes the convergence between operational management, agri-food culture, and digital languages. Starting with the “tiramisu case” and the trends generated by athlete-creators, we will explore how food service at mega-events can move beyond a crisis-response mindset to become a bastion of quality and local supply chains, and, above all, what strategies destinations must implement to transform a temporary surge in virality into a solid, long-term reputation for tourism and economic growth.

Speakers:

Elisabetta Salvadori (Head of Food & Beverage, Fondazione Milano-Cortina 2026)
Davide Rampello (Artistic Director of “Rampello & Partners,” curator, and professor)
Francesco Redi (President of the World Tiramisu Championship)

Moderator: Andrea Casadei, Tourism Practice Manager – AlmavivA