An umbrella and two sun loungers for 95 euros a day: Italian tourists are fleeing their expensive private beaches.

Excessive prices on Italy's beaches, almost half of which are privatized, and the sweltering heat are driving Italians to choose the mountains for their vacations this summer , according to several media reports published recently.

A report by the Assobalneari-Confcommercio Observatory of beach management associations indicates that July saw a 15% drop in visitors compared to last year, mainly due to the obvious "high prices on the beaches," as well as the heat, which tends to drive tourists to generally cooler locations.

The report "Italians' Summer Holidays in the Mountains" published by the daily newspaper 'Il Sole-24 Ore' estimates a significant increase in overnight stays and visits, with over 6.8 million, 4.8% more than in the summer of 2024. According to Walter De Cassan, President of Federalberghi Belluno, in areas such as the Dolomites, as well as Cortina and Rocca Pietore, the tourist season "is going very well", thanks in part to the presence of "many Italians, but also many foreigners , including from China, South Korea, Japan, Thailand and Canada".

Half of Italy's beaches are private, so you need to access them through a local authority and rent umbrellas and sun loungers, which cost an average of €150 per family , according to the latest report by Altroconsumo, which analyzed the ten most popular Italian beaches during the most expensive week of summer. The average price of an umbrella and two sun loungers on weekends ranges between €32 and €35 per day.

17% more expensive

According to an analysis of 213 seaside resorts along the Italian coast, the increase is 5% on average, but compared to four years ago, people are paying 17% more for beach destinations , explains Altroconsumo. "Even the beach umbrella has become an indicator of rising prices," says Stefano Salvetti of Adiconsum and Mare Libero, the coordination group created to support the fight against the privatization of the sea. "An expense for those who previously couldn't afford it or are starting to no longer be able to, and an added status for those who can," he summarizes.

In the Salento area of Puglia, one of the most popular destinations in recent years, in the town of Torre Lapillo, during high season, an umbrella and two sun loungers can cost up to €95 for the whole day , and in Porto Cesareo, prices reach up to €60. For example, in Emilia-Romagna, the number of visitors has decreased by 2.8% and overnight stays by 2.9%, and in Tuscany, the summer of 2025 is also experiencing a sharp slowdown in tourism, with a drop in attendance of up to 20% in July compared to the same period in 2024.

In Lazio, beaches are packed on weekends, but the places are empty during the week, and "areas such as Tarquinia, Santa Severa and Santa Marinella show worrying signs and confirm the negative trend observed in July," explains the Roman daily 'Il Messaggero'. In addition to the cost of beach services, there is the increase in expenses associated with transport and food .