The ticking clock is ticking faster and faster: we are now just over a year away from the opening ceremony of the Milan-Cortina 2026 Winter Olympics and Paralympics, which will be held between the Lombard capital and the Central and Eastern Alps from 6 to 22 February 2026, and then from 6 to 15 March for the Paralympic Games.

In the run-up to the event, the city of Milan is witnessing a transformation that involves not only urban planning, but also the out-of-home scene - from restaurants to bars - and retail. A scenario that is evolving not only to accommodate the influx of visitors, estimated at least 500,000 more people in Milan alone, but also to offer innovative formats in line with international trends.

According to recent estimates, the overall economic impact of the event will reach 4.3 billion euros, with a direct and indirect induced activity that will benefit mainly Lombardy and Veneto, creating about 36,000 jobs. A focal point of the Olympics, Milan is ready to take advantage of this opportunity to modernize infrastructure and services, further improving its hospitality.

After all, Milan has always been a forerunner of trends and models in catering, boasting as many as 17 starred restaurants. This is a factor that generates great synergies between the city and HostMilano, as the world's leading exhibition for professional hospitality, out-of-home and retail: in fact, visitors from all over the world often add to the discovery of innovative proposals along the exhibition route by exploring new openings in the city. In the 2023 edition, there were more than 180,000 trade visitors, 42 percent international from 166 countries, including more than 700 highly profiled hosted buyers from around the world.

However, how is the out-of-home proposition changing? One interesting phenomenon is the evolution of restaurant formats, some of which will embrace the sports theme in concept stores that will combine food and shopping, with new forms of casual dining and a quick but high-quality offering. In the same vein, experiential restaurants are growing, with menus designed to tell the story of Lombardy's food and wine tradition, reworked in a contemporary key.

Another key trend will be the use of digital technologies, such as apps for quick reservations, interactive multilingual menus, and contactless solutions, which enhance the customer experience. Bars and cafes are also getting a makeover: many are focusing on zero-mile craft cocktails, while formats such as food halls – multiple venues with diverse and complementary offerings in a single space – and gourmet markets will aim to attract tourists and residents seeking shared and authentic experiences. In parallel, there is growth in hybrid retail, with stores integrating food courts and event spaces related to the Games.

In 2026, the fieramilano fairgrounds in Rho will host some of the indoor competitions, such as skating and speed skating. In the meantime, Host 2025, at fieramilano - Rho from 17 to 21October 2025, will be an excellent opportunity to find out how hospitality is evolving in the city.