Livigno, the well-known alpine resort in the heart of Alta Valtellina, presented its latest important news during an evening event held yesterday, 24 October, in the heart of Milan: more than 200 guests - including institutions, partners, journalists and content creators - had the opportunity to be surrounded by the dynamic and chic atmosphere that distinguishes one of the excellences in the panorama of mountain lifestyle destinations and to discover ‘what's next’ for the resort that in less than a year will be home to the 2026 Milan-Cortina Olympics.

A press conference kicked off this important event, which was an opportunity to present Livigno ‘s new look, but also to welcome the 2024-25 winter season, which will officially start on 30 November with the opening of the lifts and on Saturday 26 October with the opening of the technical cross-country skiing ring.

The stage hosted numerous guests who took turns delving into different aspects of Livigno; moderating the talk was Linus, the famous radio presenter and artistic director of Radio Deejay for over twenty years, as well as Italian TV presenter.

Luca Moretti, President of Livigno NEXT, was the first to take the floor to officially present Livigno and its innovative and dynamic spirit, open to change and improvement.
The resort has chosen the Saint Elmos Tourism Agency, to bring to light the true essence of Livigno, defining a long-term ‘road map’ to reach all its goals.
Sport and big events - such as the long-awaited Olympic Games - have always been a source of pride for Livigno, and together with the high quality proposal with numerous services, the welcoming hospitality, the care for details, the innovative vision and the listening to the operators have been fundamental elements to outline the new look of the destination.

A new positioning for Livigno, presented by Diego Cermelli, Saint Elmo's Head of Market Italy, who illustrated the qualitative and quantitative analysis study carried out on the resort, which over the years has been able to attract tourists from all over the world. A mix of excellent performance, Alpine design and high-altitude spirit that makes Livigno one of the most popular destinations internationally: a renewed positioning, but one that stems from the enhancement of what has always been part of Livigno's experience, thanks to the presence of elements deeply rooted in the social fabric of the resort

‘Alpine Energy, at the highest level’: two simple concepts that effectively encapsulate the essence of Livigno and that will be the fil rouge of all the changes that the resort will face in the coming years to embrace and let everyone breathe in the new positioning, based on three main pillars: ‘Powerfull’, ‘Chic’ and ‘Moving’. Because this is exactly how Livigno presents itself: a pearl in the Alps that dominates the valley from its altitude and with its engaging energy.

The new winter campaign has been on air since 1 October and aims to strengthen the destination's brand awareness internationally. The media strategy has focused exclusively on digital platforms, including the use of high-impact videos and display graphics. In addition, digital out-of-home formats will be used in key markets. The images of the Winter 2024-25 campaign play a key role and present every facet of the resorts - from sport and nature to good food, shopping and wellness at high altitude.

Livigno looks to both Italy and foreign markets, with a focus on countries such as Germany, Belgium, Denmark, the Netherlands, the Czech Republic, Poland and Switzerland, markets characterised by a strong affinity with the mountain lifestyle and a public that loves outdoor activities and the Italian lifestyle.

Then came the Olympic speeches: Antonio Rossi, City Operations Manager of Milano Cortina 2026, and then Fabio Saldini, Government Commissioner and Managing Director of Società Infrastrutture Milano Cortina 2026, discussed the important Five Circles event that will see Livigno as the setting for the freestyle and snowboard competitions: a dream that is finally coming true.



Giorgio Zini, president of the Skipass Livigno Association, then took the floor to talk about the upcoming winter season, its 152 opening days and the new lifts planned for the ski area.
He was followed by Fabiano Monti, CEO of Alpsolut - a company that provides cutting-edge scientific solutions for the management of the snow element - who spoke about the real protagonist of the Livigno winter, namely snow, and the snowfarm technique.

After the sports novelties, Dario Piller, President of the Tourism and Trade Association of Livigno, together with Nicolò Cusini, member of the board of the same association, chef Luca Galli of the Cooks and Pastry Chefs Association of Livigno and Federico Patriarca, communication manager of Aquagranda, presented the lifestyle novelties and excellences, from gastronomy to shopping and wellness, and how these, too, will reflect the new positioning of the Little Tibet of Europe.

To celebrate the arrival of Livigno's new winter season and to create even more hype for the long-awaited snow - an essential element to enjoy the fun on the more than 115km of slopes -, an engaging guerrilla marketing activity animated the main points of the city of Milan: 20 young people animated the streets of Milan wearing the clothing and equipment of the most iconic winter sports - alpine skiing, snowboarding and cross-country skiing -, giving away daily ski passes valid to test first-hand the excellence of the vast ski area of Little Tibet and breathe its alpine energy, with a clear message ‘we are ready and you? ’