Italians appear to be turning their backs on the country’s beaches this summer, with many citing high prices at private beach resorts as the main reason.
Renting cabins, loungers and parasols at the same location has long been part of Italian summer holiday culture. But this season has begun with a sharp fall in visitor numbers along both coasts, with private resorts reporting a 15–25% drop in attendance in June and July compared to last year.
While weekends still see crowds, midweek numbers are low, and visitors are also spending less on food and drink. Some families are opting for free beaches or heading to cheaper destinations such as Albania, parts of southern Italy and Sicily.
“In Emilia Romagna, I’ve never seen the beaches so empty,” said Stefano Pietracci, a legal secretary. “Faced with these prices, people prefer to go elsewhere.”
Assobalneari blame cost-of-living crisis
Fabrizio Licordari, president of Assobalneari Italia, blamed the fall on the cost of living crisis. “Even with two salaries, many families struggle to reach the end of the month,” he told Ansa. “In such circumstances, it’s natural that the first expenses to be cut are those for leisure, entertainment and holidays.”
The consumer group Altroconsumo says renting a sun-lounger costs 17% more than four years ago. In Lazio, two loungers and an umbrella often cost at least €30 a day, rising to about €90 in the popular Puglia resort of Gallipoli.
Actor Alessandro Gassmann posted a photo of empty loungers on Instagram, suggesting high prices were driving Italians towards free beaches.
Beach resort federations dispute claims of large increases, saying services such as lifeguards and security are included. However, consumer groups like Codacons accuse concession owners of “shedding crocodile tears” while pricing out ordinary families.
While seaside resorts face lower demand, mountain areas, particularly the Dolomites, are reporting a rise in visitors, with some warning of potential overtourism.
