Italian beaches are recording up to 30% fewer visitors this summer, according to estimates by professional bodies. The drop is attributed to both the high cost of accommodation and changes in travel habits after the pandemic, with businessmen themselves appearing divided about the real causes.
New tourism standards
Antonello Chiappini, manager of the Molto beach club in Latispoli, explains that this trend is not new. “Since the pandemic, we have seen an increase mainly on weekends, while weekdays are lagging behind,” he told Euronews. In the past, tourists would rent houses for one or two months; today, holidays are limited to a few days.
Beach prices remain stable
Despite complaints about accuracy, professionals stress that prices at organized beaches have not skyrocketed. Federbalneari points out that charges have increased by just 20% since 2012, much less than general inflation. At Molto, for example, an umbrella with two sun loungers costs 25 euros per day, a price unchanged from 2022.
“House rentals have become more expensive than beach clubs,” says Chiappini, adding that weekend revenues are not enough to cover the losses of weekdays.
Political confrontation over concessions
The issue also has a political dimension. Beach concessions to private individuals without a time limit have been criticized for maintaining high prices, while Brussels is pressuring Italy to implement the Bolkestein Directive for greater openness to competition.
The iconic beaches that endure
Despite the decline in several areas, Italy continues to attract tourists in droves to iconic destinations:
Spiaggia dei Conigli, Lampedusa – often on the top lists worldwide.
Cala Mariolu, Sardinia – a paradise for snorkeling and diving.
Positano, Amalfi – expensive, but irresistible scenery.
Monteroso al Mare, Cinque Terre – the longest sandy coast in the region.
Tropea, Calabria – with a backdrop of spectacular cliffs and turquoise waters.
This year’s picture captures the dilemma of Italian coastal tourism: how to maintain its global appeal without letting punctuality and new travel habits “wash away” revenues.
