Italians appear to be snubbing traditional beach holidays this summer, with private resort owners reporting a sharp drop in visitors amid a growing backlash against soaring prices for sunloungers and parasols.
Private beach concessions along Italy's coastlines recorded a 15–25% decrease in attendance during June and July compared with the same period in 2024, according to industry figures. The decline has been most pronounced on weekdays, while weekends remain busy near major cities like Rome.
The cost of renting a sunlounger has risen by an average of 17% over the past four years, consumer group Altroconsumo reported. In the Lazio region, two loungers and an umbrella cost at least €30 (£26) a day, while in the popular resort of Gallipoli in Puglia the price can reach €90.
Actor Alessandro Gassmann fuelled the debate by posting a photo of empty loungers on Instagram, writing: “Maybe the prices are exaggerated… Lower the prices and maybe things will get better.” Fabrizio Licordari, president of beach club association Assobalneari Italia, blamed the high cost of living, saying families are cutting back on leisure spending. However, Maurizio Rustignoli of resort federation Fiba argued that price rises have been modest and justified by services such as lifeguard supervision. Consumer group Codacons accused concession owners of “shedding crocodile tears”.
The trend has benefited mountainous areas such as the Dolomites, which have seen a surge in Italian visitors partly as a way to escape increasingly hot summers linked to the climate crisis.
