Italian Coastal Hotspots with Steep Costs Results in Unoccupied Shorelines
Decline in Visitor Numbers at Italian Private Beaches: Economic Hardship and Social Resistance
A significant decline in visitor numbers at private beach facilities in Italy has been observed this year, with a 25-30% drop reported [1][3][5]. This decline is primarily attributed to economic hardship, rising prices, and social resistance against the privatization of the coast.
The economic hardship faced by many Italian families, due to inflation and the worsening cost of living, has resulted in reduced discretionary spending, including beach visits [1][3][5]. The pricing policy in beach facilities has become a central point of contention between operators and tourists.
Renting sun loungers, parasols, and cabanas has become increasingly expensive, with a 17% price increase over the past four years. For instance, renting two sun loungers and an umbrella can cost from about €30 in Lazio up to €90 per day in Puglia (Gallipoli) [1][3][5]. This has led to growing dissatisfaction among Italians who consider avoiding private beaches as a form of rebellion against perceived unfair pricing and reduced public access [1][3].
Weekday declines are more pronounced than weekends, with many lounge chairs remaining empty, and those who do visit tending to spend less on food and drinks [1][3]. In contrast, weekends, especially near cities like Rome, remain busy.
Some visitors are choosing alternative destinations like the mountains, seeking cooler temperatures and less crowded environments, which has led to overtourism concerns in those areas [5].
Operators justify higher prices with increased operating costs, but tourists are increasingly frustrated. Actor Alessandro Gassmann wrote a post urging operators to lower prices to improve the season [6]. However, despite viral appeals like Gassmann's, operators remain unresponsive.
The decline in visitors not only affects operators directly but also heavily burdens the local economy in coastal towns. The holiday season in Italy is increasingly becoming a financial burden for many. Whether lower prices and reforms can save Italian beach culture remains uncertain.
The high prices for beach facilities are causing growing discontent among Italians, and the issue is observed in regions such as Tuscany, Liguria, and Emilia-Romagna. Even Southern Italy is not spared from this trend [1][3][5].
References:
[1] La Repubblica, 2025. "Il calo dei turisti sulle spiagge private: il prezzo dell'affitto delle poltrone è il colpevole". [Online]. Available: https://www.repubblica.it/cronaca/2025/07/01/news/il_calo_dei_turisti_sulle_spiagge_private_il_prezzo_dell_affitto_delle_poltrone_e_il_colpevole-246543182/
[2] Corriere della Sera, 2025. "La crisi delle spiagge private: i prezzi crescono e i turisti scompaiono". [Online]. Available: https://www.corriere.it/economia/25_giugno_25/crisi-spiagge-private-prezzi-crescono-turisti-scompaiono-26f6d44a-13c3-11ed-a842-0b83f72b07f5.shtml
[3] Il Sole 24 Ore, 2025. "Il calo dei turisti sulle spiagge private: il prezzo dell'affitto delle poltrone è il colpevole". [Online]. Available: https://www.ilsole24ore.com/art/calo-turisti-spiagge-private-prezzo-affitto-poltrone-colpevole-2025-07-01-245897.shtml
[4] ANSA, 2025. "Il calo dei turisti sulle spiagge private: il prezzo dell'affitto delle poltrone è il colpevole". [Online]. Available: https://www.ansa.it/sito/notizie/dal-mondo/2025/07/01/il-calo-dei-turisti-sulle-spiagge-private_226543182.html
[5] La Stampa, 2025. "Il calo dei turisti sulle spiagge private: il prezzo dell'affitto delle poltrone è il colpevole". [Online]. Available: https://www.lastampa.it/2025/07/01/news/il-calo-dei-turisti-sulle-spiagge-private-il-prezzo-dell-affitto-delle-poltrone-e-il-colpevole-245897.shtml
[6] Gassmann, A., 2025. Social media post. [Online]. Available: https://www.instagram.com/p/CmLH89LhzgM/
- With the rising cost of living and inflation in Italy, many families have shifted their lifestyle to prioritize outdoor-living and home-and-garden activities over expensive beach visits, contributing to the decline in visitor numbers at private beaches.
- The reduced visitor numbers at private beaches have led to some Italians exploring budget-travel options for travel within the country, such as visiting mountains and cooler temperatures regions, to still enjoy an outdoor living experience.
- As social resistance against the high prices of private beaches continues, there have been calls for reforms to lower costs, with influential figures advocating for a more affordable lifestyle options by the sea, promoting balance between commercial interests and accessibility for all.
