Italians turn away from private beaches amid debate over rising prices

Saturday 09 August 2025 - 10:35

This summer, many Italians are shunning private beaches due to the rising costs of renting loungers, parasols, and cabins. Traditionally, renting these amenities has been a central part of Italy’s summer beach culture. However, private beach resorts along Italy’s coasts have reported a 15% to 25% drop in visitors during June and July compared to 2024.

The decline is most noticeable during weekdays, with beachgoers also spending less on food and drinks. Fabrizio Licordari, president of Assobalneari Italia, attributes the downturn mainly to the rising cost of living affecting families’ disposable income.

The average cost of renting a sunlounger has increased by 17% over the past four years, with prices in some popular areas, such as Gallipoli, reaching up to €90 per day. This rise in prices has sparked a debate about access to free beaches and the dominance of private resorts along the coastline.

While some industry representatives argue price increases are minimal and justified by improved services, consumer associations claim that the high costs are forcing Italians to avoid beach resorts altogether. Instead, more people are choosing mountain destinations, such as the Dolomites, partly due to hotter summers linked to climate change.