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Umbrellas and sun loungers: Salty prices on Italian beaches

2025-07-12 17:50:32Kosova&Bota SHKRUAR NGA REDAKSIA VOX
Umbrellas and sun loungers: Salty prices on Italian beaches
Lassio on the Ligurian Riviera

Italy is experiencing a real tourism boom this year, especially when it comes to summer beach holidays. Around 30 million Italians plan to spend their holidays by the sea, but millions of foreign tourists also flock to the Italian coast.

However, beach holidays are becoming increasingly expensive – inflation is seriously affecting the pockets of domestic tourists.

Most use the rental services of sunbeds and umbrellas at organized beaches, but prices have increased significantly recently. Before the pandemic, the basic package (two beds and an umbrella) could be rented for less than 10 euros per day.

Today, prices often range from 30 to 40 euros, and in some places reach up to 100 euros per day – especially in luxury destinations like Forte dei Marmi in Tuscany. Consumer protection associations warn that the price increases are noticeable and worrying.

In seven days from August 3 to 9, the Italian consumer organization "Altroconsumo" anonymously contacted 213 beach resorts in eleven popular coastal resorts, Austrian media write.

The survey looked at the costs of a sun umbrella and two sun loungers or parasols. It turns out that prices vary greatly depending on the location and position of the beach seats, especially between the front row and the back areas. On average, the price increase compared to last year is around 5 percent. Since 2021, the average weekly price for a beach seat has increased from 182 euros to 212 euros, a total increase of 17 percent in four years.

According to the study, Alassio on the Ligurian Riviera is the most expensive destination: For the first four rows to the sea, the average weekly price is 340 euros, with the first row costing up to 354 euros.

The cheapest city in comparison is the Adriatic resort of Rimini, with an average of 150 euros per week and 166 euros for a first-row suite.

Given the ever-increasing prices, using public beaches seems an attractive alternative. However, according to Altroconsum, they are becoming increasingly rare. The reason for this is the decades-old practice of automatic renewal of beach concessions, which limits competition and makes it difficult for citizens to access public beaches.

The association has therefore launched a petition – currently with around 8,000 supporters – calling for reform of the system. The aim is to ensure fair access to beaches for all and to grant new concessions only after transparent competitions that take into account quality, sustainability and expected revenues, Austrian media write.


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