Private beach prices under scrutiny

Rising prices at private beach clubs spark a shift toward cheaper options and widen the clash over coast access.

Italians turn away from private beaches amid debate over rising prices

Italy is seeing fewer beachgoers at private resort beaches this summer. Attendance on the country’s private beach clubs along long coastlines is down about 15% to 25% in June and July 2025 compared with the same period in 2024, according to early figures. The trend comes as sunlounger and umbrella prices have climbed, with Altroconsumo reporting an average 17% rise over four years. In Lazio, renting two loungers and an umbrella can be around €30 a day, while in Gallipoli, Puglia, prices can reach about €90.

Industry voices link the dip to the cost of living and reduced household spending power. Fabrizio Licordari, president of Assobalneari Italia, says many families still juggling two incomes struggle to reach month’s end, so leisure spends fall first. Actor Alessandro Gassmann amplified the debate by posting a desertion photo of loungers on Instagram and wondering if prices are driving people toward free beaches. Maurizio Rustignoli of Fiba argues that price increases are misleading and that visitors benefit from services including security and lifeguard oversight. Codacons labels beach visits a drain on finances, while some regions report rising mountain tourism as households seek cooler, cheaper options.

The price debate on Italy’s coast exposes a broader struggle over access to public space. If private operators dominate shoreline access, free beaches lose ground and public sentiment can turn hostile toward the sector. The mountain resurgence suggests households are adapting to heat and inflation, a shift that could strain regional infrastructure and shape policy choices about subsidies, access rules, and coastal management. In the long run, policymakers may need to balance private investment with affordable, open recreation to preserve a inclusive summer culture.

Highlights

The coast debate tests how Italy values public access alongside private business.