Winter Olympics Drive 200% Surge in Winter Sport Searches as Budget Tourism Moves Off-Piste

Dragonpass unveils top destinations for Winter Olympics travel on a budget

• Searches for “skiing budget” and “best places to go skiing” have risen by +200% globally in the past month

• 32% of UK adults prioritise hobby-led trips over traditional beach holidays

• 53% of 18–24 year olds favour activity-focused travel

• 28% actively seek emerging or lesser-known destinations

• 26% take three or more holidays per year

• 39% now see airports and layovers as part of the holiday experience

New findings from Dragonpass, show a clear rise in sport-led, budget-conscious winter travel.

With the Winter Olympics 2026 in Milano Cortina underway, interest in winter sport trips is accelerating. Rather than booking premium Alpine resorts or host-city packages, travellers are increasingly seeking affordable destinations where they can actively participate. Search terms including “skiing budget” and “best places to go skiing” have seen a reported +200% uplift in global interest over the past month, signalling intent not just to watch the Winter Olympics, but to participate in winter sports.

This reflects wider travel behaviour. Dragonpass data shows 32% of UK adults now prioritise hobby-led trips over beach holidays, rising to 53% among 18–24-year-olds, while 28% actively seek emerging destinations over premium Alpine hotspots. With 26% taking three or more holidays a year, sport-led short breaks are increasingly replacing traditional winter sun escapes.

Against this backdrop, Dragonpass has identified ten accessible, budget-conscious destinations where travellers can emulate each core Winter Olympic discipline.

1. Alpine Skiing – Bansko, Bulgaria

Bansko remains one of Europe’s most affordable ski resorts, offering modern lifts and varied pistes at significantly lower prices than traditional Alpine hubs. Lift passes, accommodation and dining costs remain comparatively accessible.

2. Biathlon – Otepää, Estonia

Often referred to as Estonia’s winter capital, Otepää provides established Nordic facilities and biathlon infrastructure without Scandinavian pricing. Equipment hire and trail access remain budget-friendly for first-time participants.

3. Bobsleigh – Sigulda, Latvia

Sigulda is one of the few European venues offering public access to an Olympic-standard bobsleigh track. Supervised runs allow visitors to experience the discipline at a more accessible price point than Western European alternatives.

4. Cross-Country Skiing – Kranjska Gora, Slovenia

Planica / Kranjska Gora, Slovenia Slovenia’s Nordic centres combine world-class cross-country trails with lower accommodation and pass costs than many Alpine resorts. The region offers both competitive heritage and affordability.

5. Curling – Stirling, Scotland

Home to The National Curling Academy, Stirling offers structured introductory sessions and short courses. Strong domestic transport links and moderate pricing make it ideal for UK-based short breaks.

6. Figure Skating – Tallinn, Estonia

Tallinn’s ice arenas host both elite training and public skating sessions. Visitors can access professional-standard facilities within a capital city that remains more affordable than many Western European winter destinations.

7. Ice Hockey – Bratislava, Slovakia

Bratislava’s strong ice hockey culture combines accessible ticket pricing with public skating and community programmes. Accommodation and entertainment costs remain comparatively lower than in larger European capitals.

8. Luge – Sigulda, Latvia

In addition to bobsleigh, Sigulda offers guided luge experiences on its Olympic-standard track. Few destinations provide this level of access, particularly at relatively moderate pricing.

9. Ski Jumping – Planica, Slovenia

Planica is one of the most iconic ski jumping venues globally. While elite jumps are reserved for professionals, visitors can explore the facilities, train on smaller hills and engage with the sport’s culture at accessible rates.

10. Speed Skating – Heerenveen, Netherlands

Heerenveen’s Thialf arena is synonymous with speed skating excellence. Public sessions allow visitors to skate in a world-class venue, with regional accommodation offering better value than major city alternatives.

A Structural Shift Beyond The Olympic Moment

Dragonpass reflects that there is a structural shift rather than a short-term Olympic spike. Travellers are building trips around participation and skill acquisition, with destinations, transit hubs and the journey itself forming part of the experience, and value shaping decision-making.

The Great British Take-Off index will continue to track how hobby-led winter travel, airport engagement and sport tourism trends evolve throughout 2026.