Italians Abandon Private Beaches Amid Rising Rental Costs and Economic Pressures

Published: 09 August 2025. The English Chronicle Desk

This summer, a notable shift is underway in Italy’s long-standing beach culture as many Italians are increasingly steering away from private beaches amid mounting concerns over soaring prices and economic hardship. Traditionally, Italians have embraced the custom of spending their holidays on the coast, renting cabins, loungers, and parasols at private beach resorts. However, the 2025 season has seen a marked decline in beach attendance, especially during weekdays, as many are reconsidering their leisure choices in the face of financial constraints and rising costs.

Data from the country’s coastal regions reveal that private beach resorts experienced a 15% to 25% drop in visitors in June and July compared to the previous year. This decline is not just attributed to weekend crowding—which remains prevalent near urban centers like Rome—but rather to an overall hesitation among Italians to spend on recreational outings during the week. Moreover, those who do visit are reported to be cutting back on additional expenses such as food and drinks.

Fabrizio Licordari, president of Assobalneari Italia—the association representing private beach clubs—cited the broader economic environment as a significant factor. “Even with two salaries, many families struggle to reach the end of the month,” Licordari told Ansa news agency. “In such circumstances, it’s natural that the first expenses to be cut are those for leisure, entertainment and holidays.” This economic strain has coincided with growing public unease over the dominance of private beach concessions, which critics argue have limited access to free public beaches and pushed prices to prohibitive levels.

The cost of renting a sun lounger has become a focal point in the debate. Figures from consumer group Altroconsumo reveal that the average price for sun loungers has risen by 17% compared to four years ago. In popular regions such as Lazio, renting two loungers and an umbrella rarely costs less than €30 per day, while in sought-after holiday spots like Gallipoli in Puglia, the price can soar to around €90 daily.

The rising prices have not gone unnoticed by public figures. Actor Alessandro Gassmann fueled the discussion after posting an image of empty loungers on Instagram, remarking, “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.”

While some industry leaders dispute claims of drastic price hikes, Maurizio Rustignoli, president of Fiba—the federation of Italian beach resorts—characterized reports of soaring prices as “misleading,” suggesting that where increases occurred, they were modest. Rustignoli highlighted the added value offered to visitors, including security measures and lifeguard supervision.

Conversely, the consumers’ association Codacons criticized the situation, labeling visits to private beaches as a “drain” on household finances and accusing concession owners of feigning concern.

Amid the decline in beach attendance, Italy’s mountainous regions, especially the Dolomites, are witnessing a surge in visitors. This trend is partly attributed to Italians seeking respite from increasingly hot summers exacerbated by the climate crisis. Reports indicate concerns about overtourism in some mountain areas, underscoring a broader shift in holiday preferences.

This evolving landscape signals a potential transformation in Italy’s summer traditions, shaped by economic realities and environmental challenges, as Italians weigh the costs and benefits of their cherished seaside escapes.