Tourists flocking to Italy's picturesque beaches this summer are in for a shock as sunbed rental prices skyrocket, with some coastal resorts charging as much as €100 per day for a prime spot by the sea.
The dramatic price hikes have left both holidaymakers and locals reeling, with many questioning whether a day at the beach is becoming an unaffordable luxury.
Sunbed Shock: Prices Double Overnight
Reports from popular destinations like Rimini and the Amalfi Coast reveal that prices have doubled in some areas compared to last season. What was once a modest €25-30 for a pair of sunbeds and an umbrella now frequently exceeds €50-60, with premium locations commanding even higher rates.
Local Backlash
The price surge has sparked anger among Italian residents, who argue that beaches - traditionally considered public spaces - are being commercialised beyond recognition. "It's becoming impossible for ordinary families to enjoy a day at the seaside," complained one Rimini resident.
Tourism Industry Defends Increases
Beach operators justify the higher prices by pointing to increased operational costs, including:
- Rising energy bills
- Higher wages for staff
- Increased maintenance expenses
- Municipal concession fees
"We're not making huge profits," insisted one beach manager in Positano. "Everything costs more this year, and we have to cover our expenses."
Government Response
The Italian government has acknowledged the growing controversy but has so far resisted calls for price regulation. Tourism minister Daniela Santanchè suggested that market forces should determine prices, though she urged operators to "show responsibility" towards visitors.
With the peak summer season approaching, many tourists are now reconsidering their plans, potentially opting for less expensive destinations or shorter beach visits.
