Italy tourism shifts north

Heat and rising coastal prices push families toward cooler mountain retreats, reshaping Italy's holiday habits.

Italy shifts summer crowds to the mountains as heat and prices bite

Coastal towns report a drop in beach visitors this June and July, with some resorts down as much as 25 percent. Beach rents have risen, and a typical Lazio day offer can cost around €30 for two loungers and an umbrella, while top resorts in Puglia and Sardinia can reach €90. The cost of living is squeezing household budgets and dampening coastal demand.

Meanwhile, the northern mountains are seeing a surge in visitors. In Trentino, mountains and national parks are drawing crowds, pushing totals toward last summer’s record. Experts note that climate trends and heat waves drive people to cooler elevations, where places like the Dolomites have become a magnet. The surge has raised concerns about how to manage crowds, with measures such as a turnstile on a popular Seceda trail being installed by landowners in some areas.

Tourism officials argue for a broader appeal beyond a few iconic sites, and some observers warn against overtourism. As autumn nears, regions are extending hut hours and promoting gastronomy and wine tourism to spread visitors across the shoulder season.

The pattern shows climate and price are reshaping Italy's holiday map. Heat waves and rising coastal costs are nudging people toward mountains, a shift that brings economic relief for rural resorts but also new pressures. The Dolomites and other alpine spots are handling record numbers while older beach towns struggle with crowding and cost containment.

Policy questions will determine whether this is sustainable. Spreading crowds requires investment in transport, waste management, and seasonal services. The emphasis on promoting more than iconic locations underscores a need for thoughtful planning, not simply chasing clicks.

Highlights

As seasons extend, Italy faces a test to balance growth access and sustainability.