Rome: This summer, Italians appear to be avoiding beaches in significant numbers, as many are reportedly rebelling against the high prices charged by private beach concession owners.
Traditionally, going to the beach and renting cabins, loungers, and parasols, usually all in the same location, has been a deeply ingrained part of Italian summer holiday culture.
However, this season began with a marked decline in beach attendance, with private resorts along Italy’s extensive coastlines recording a 15 percent to 25 percent drop in visitors during June and July compared to the same period in 2024. The decline is most noticeable during weekdays, while weekends remain crowded, especially near cities like Rome. Moreover, those who do visit beaches are spending less on food and drinks.
Fabrizio Licordari, President of Assobalneari Italia, an association representing beach clubs, blamed this drop on the high cost of living and its impact on people’s spending power.
Licordari remarked that, “Even with two salaries, many families struggle to reach the end of the month. In such circumstances, it’s natural that the first expenses to be cut are those for leisure, entertainment, and holidays.”
The decrease in beachgoers also coincides with rising prices at private beach resorts and growing discontent over their dominance of Italian shorelines, which has left very limited space for free beaches. Renting a sunlounger has become a common topic of discussion; according to consumer group Altroconsumo, the average price has increased by 17 percent over the past four years.
For example, in the Lazio region, it is difficult to rent two loungers and an umbrella for less than €30 (£26) a day, and in popular resorts like Gallipoli in Puglia, prices can reach about €90 per day.
Actor Alessandro Gassmann stirred the debate by sharing a photo of empty loungers on Instagram, and commented that, “I read that the season is not going well. Maybe it’s because the prices are exaggerated and the country’s economic situation is forcing Italians to choose free beaches? Lower the prices and maybe things will get better.”
Maurizio Rustignoli, president of Fiba, the Italian beach resorts federation, countered that reports of sharp price rises are ‘misleading’ and that where increases have occurred, they have been minimal. Rustignoli added that visitors benefit from services such as security and lifeguard supervision.
On the other hand, the consumer association Codacons criticized visits to beach resorts as a financial drain and accused concession owners of ‘shedding crocodile tears’ over falling business.
While beaches see fewer visitors, mountain regions, especially the Dolomites, are experiencing a surge in tourist numbers, with some areas concerned about overtourism.
A report noted that more Italians are choosing mountain holidays, partly to escape the increasingly hot summers intensified by the climate crisis.
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