Milano Mountain Show Planned For October
The press conference of APRESKI Milano Mountain Show, presenting partner of the Italian Winter Sports Federation, was held in the Press Room of Palazzo Regione Lombardia , with the patronage of the Ministry of Tourism and ANEF National Association of Cable Car Operators, organized by Fandango Club Creators .
The event, scheduled from 16 to 19 October 2025 at the Big Theatre, in the MIND district (Milan Innovation District – Rho Fiera) , will be a hub for discussion, narration and promotion of the mountains in all their dimensions: sport, culture, tourism, business, technology, environment and entertainment.
The press conference was attended by institutional representatives, strategic partners and protagonists from the world of sport and innovation.
"This event represents an important opportunity to highlight the beauty and diversity of our mountains," says Daniela Santanché , Minister of Tourism . "It will be a moment of dialogue and connection between all the players in the sector, from those who practice sports in the mountains to those who work to preserve their integrity. We are determined to support sustainable tourism, also thanks to the important interventions implemented for the Italian mountains, in which we have invested almost 500 million in recent years. This approach will help promote local traditions and support the economic and social development of mountain communities . "
"The Lombardy Region strongly believes in this format, which combines sport, economy, territories and new generations. With FISI Alpi Centrali, FreeSkypass and the Scivolare project we are also carrying out concrete work to promote sports on the slopes, improve facilities and offer specialized training - comments Federica Picchi , Undersecretary with responsibility for Sport and Youth - Events like APRESKI Milano Mountain Show are essential to build a mountain ecosystem capable of innovating, attracting young people, connecting to the economic and cultural fabric of the region. The mountain is not just a place to live, but a strategic resource to build together, also in view of the challenges and opportunities that await us with Milan-Cortina 2026 and beyond. Creating a meeting point with all the operators in the sector means enhancing the mountain as a living, dynamic and strategic heritage for our region".
"FISI strongly wanted an event at the beginning of the season - explains Flavio Roda , the President of FISI -, which could bring together all the actors linked to the world of winter sports and the mountains. In the interest of the overall movement, the market and the generated induced, we could not remain orphans of a moment of meeting before the start of the season; especially in the season that will lead to the Winter Olympic Games in Milan - Cortina 2026. Since last year, surveys have begun with various agencies, up to Fandango Club, which was assigned the organization. APRESKI Milano Mountain Show will not be a replica of Skipass, it will take place in Milan, and will be conceived in a totally different way from the past. The event next October will be the "number 0", which will be able to make us understand if we have taken the right path or if we will have to make adjustments in the years to come. In any case, it is a starting point".
"APRESKI Milano Mountain Show - adds Andrea Baccuini , Artistic Director of APRESKI - was born with the ambition of stimulating the Italian "Mountain System" to open up to new perspectives, experiences, connections. We are working to create an event capable of bringing different visions into dialogue and increasing the heritage of the Italian mountains, also by taking inspiration from innovative and virtuous international models. I accepted this role with the aim of contributing to the creation of a collective direction, because today more than ever we need a strategic thought capable of uniting territories, institutions and businesses. We will talk about the Olympics, of course, but above all about the aftermath: because that is where the real challenge is played. And we will do it through the language of entertainment, because only what truly involves has the power to generate vision, consensus and change".
"With the APRESKI Milano Mountain Show project we want to give new impetus to the Italian mountains - says Cristian Celoria , Partner of PwC Italia - an extraordinary heritage where tourism, sport, businesses, young people, training and technology intertwine, with many excellences and enormous potential still untapped. PwC Italia has chosen to support this project at a special time, on the eve of the 2026 Winter Olympics, to help build a more sustainable and attractive future for these territories, promoting an approach that combines innovation, competitiveness, and development of economic activities, with the protection of the territories and local communities. During the two days of work, through the discussion between institutions, businesses, universities and experts, we will outline the future trajectories for the mountain territories: more aware tourism, investments to attract young people and combat depopulation, green and digital transition, protection of natural resources and enhancement of local supply chains. The goal is to build a new narrative of the mountain: not just a place to preserve or visit, but a strategic space for innovation, sustainability and the future of the country" .
"This event was born from a void, that of a formal meeting moment - says Michele Budelli , President of Fandango Club Creators - able to bring together all the protagonists of the mountain in the same moment and space. I'm talking about the winter one, which is mainly based on snow, but also that of the other seasons, perhaps less known but no less full of charm, attractions and peculiar activities. Milan is also mountains: for this reason we decided to bring here an event that brings together people united by the same passion, responds to the needs of the operators and launches a project destined to last over time. With particular attention to entertainment, to the show, to the involvement of the new generations and with the active participation of FISI, a fundamental element".
"ANEF represents almost all the cableway companies in Italy, companies that are the driving force of tourism and the mountain economy - underlines Massimo Fossati , Vice President of ANEF - This is why we care about talking about mountains and organizing a moment in which the high lands can be protagonists through moments of discussion between operators, debates with institutions, scientific analyses and events open to the public. We have therefore promoted and supported APRESKI Milano Mountain Show with conviction from the beginning, because we consider this event an effective way to give value to our territories and the communities that live there, not only in the eyes of the Italian public opinion, but also of all our international customers and partners. To concretely demonstrate this support, we have decided to hold our most important annual event, the General Assembly, right inside APRESKI, on the morning of Friday 17 October".
"This new way of conceiving the mountains has been embracing the philosophy of our organization and its way of living and developing for 50 years - says Emilio Fontana , President of Pool Sci Italia - today Pool Sci Italia is the synthesis of 27 brands of excellence that stand out from the others because they are united in pursuing the goal of promoting the sport that everyone loves, skiing and more. The Milan-Cortina 2026 event, which will soon see us as protagonists, is a unique opportunity to enhance the entire world of the mountains and skiing in particular. For this reason, Pool Sci Italia is happy to join forces with those who aim to create a modern, engaging event that can bring together all the players in the sector, as never done before. The APRESKI Milano Mountain Show project finds us ready to immediately share experiences and skills with those who, like us, have a deep knowledge of this sector and want to enhance and promote it as best as possible".
