Price shock: In Italy, there are now up to 354 euros per week!

Price shock: In Italy, there are now up to 354 euros per week!

Italy was a popular destination for summer vacations, but the rising prices for beach spaces are increasingly unable to stay on the popular coastal places for many vacationers. vienna.at reports that the collection of the Italian consumer protection association Altroconsumo has shown massive price increases in the beach baths. A place in the front row now costs up to 354 euros per week, which corresponds to a significant increase at the prices in front of the corona pandemic when a basic set with two loungers and a parasol was still below 10 euros.

Current prices for the equipment in Italian beach baths often range between 30 and 40 euros per day, in top spaces you can even be up to 100 euros. According to Altroconsumo, weekly prices for a standard beach area rose from 182 euros in 2021 to 212 euros in 2025, which corresponds to an increase of around 17 percent

rising prices in popular holiday locations

Especially in Alassio, located in Liguria, vacationers have to pay the highest prices, up to 354 euros per week. This is followed by Alghero in Sardinia with 251 euros and Viareggio in Tuscany with 217 euros. Rimini remains relatively cheap with an average price of 150 euros per week, while the first row there costs around 166 euros.

Additional costs for showers, cabins, children's play areas or toilet use significantly increase the total prices. A day visit to the beach can therefore cost up to 55 euros. The free beaches are becoming increasingly rare, and this is not least due to the automatic extensions of beach concessions that restrict the competition. Altroconsumo therefore demands basic reforms and transparent tenders for new concessions, which has already been supported by around 8,000 people.

price increase and current trends

The study by Altroconsumo, which examines the prices in ten cities and 211 beach facilities, shows an average price increase of almost four percent compared to the previous year for 2024. Cities like Lignano, Rimini and Senigallia are affected, while in some places such as Taormina or Giardini Naxos there were no price increases.

for 2025, vacationers have to count on average costs of 30 to 35 euros per day for a parasol and two loungers. Prices in different places vary greatly: in Jesolo they are between 15 and 35 euros, between 20 and 35 euros in Rimini and between 20 and 50 euros in Positano. The fees in the front row can often be twice or three times the back rows.

competition and future developments

The consumer association urgently demands more competition to reduce prices, while the current system for the allocation of concessions to bathing establishments should urgently be reformed according to EU requirements. However, these reforms have not yet been implemented, which continues to have a negative impact on price development. Interested holidaymakers can rent their loungers and umbrellas via platforms such as oe24.at , while hotels often provide additional offers for beach equipment.