Summer has arrived and the beaches are already stormed in many locations. The comforts that the s offerbathing tabilizations – An umbrella with two sunbeds, maybe a hot shower, the cabins to change comfortably and a small bar a stone’s throw – are certainly an added value for those who want to enjoy the day without thoughts.
But the truth is that, for many families, being able to take advantage of these services is becoming increasingly complicated. The prices are in fact constantly growing and what until some time ago was a small investment for the holiday, today it risks weighing too much on the summer budget.
The last one confirms it Investigation of Altroconsumo who analyzed the prices of Italian bathing establishments for the 2025 season And – as it could be imagined – he found significant increases and a painting far from reassuring for those who want to enjoy the sea without weighing too much on the wallet.
These specifically, The locations taken as a champion in the investigation:
For each location at least 20% of the establishments took into consideration, to have a representative and balanced framework, avoiding that some areas too expensive or too cheap would false the average.
Prices vary very not only from locations to locality, but also based on the beach location: the row closest to the sea costs much more than the innermost ones, a difference that can also be 20-30% on the total price.
Analyzing i data collected in 213 establishments scattered along the Italian coasts, The scenario that emerges is very clear: the average cost for an umbrella with two sunbeds in the most popular week in August has risen to 212 euros, marking a +17% compared to 2021. Only a small handkerchief of sand to relax today much more than four years ago, with increases that are felt especially in the most renowned locations.
The average increase compared to last year was about 5%, but in some tourist destinations the increases are even higher than 9%. This trend reflects not only inflation, but also a market policy that are not very favorable for consumers, with bathing concessions that seem to ensure safe income to the operators, slowing down competition and maintaining high prices.
The most (or less) care
Among the locations analyzed, Alassio confirms the most expensive. Here, to secure a place on the beach in the first four rows you spend on average 340 euros per week, with the first row that touches 354 euros. A figure that makes you think, especially if compared with more “popular” and accessible destinations such as Rimini, where the umbrella with two deck chairs costs just 150 euros on average and 166 euros in the front row.
Own Rimini stands out for its price policy contained, without increases compared to last summer, It therefore remains a cheaper and popular option for those who want to spend their holidays without spending a fortune.
Together with Rimini, Lignano Sabbiadoro (154 euros average price, 164 euros first row), Senigallia (158 euros average price, 169 euros first row) and Anzio (176 euros average price, 182 euros first row) are also positioned between the places with more affordable prices.
At the opposite end of the ranking, Among the most dear destinations After the Ligurian pearl, they are found Gallipoli (295 euros average price, 316 euros first row), Alghero (240 euros average price, 251 euros first row) and, for the Tuscan coast, Viareggio (217 euros average price for all files).
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The hidden costs of the bathing establishments
Whoever thinks that paying an umbrella and deck chairs are the only expenses, it is wrong. Altroconsumo He collected testimonies of swimmers who, in addition to the basic cost, found themselves incurring several extra expenses: from the paid shower (sometimes even the cold one), to the rental of the cabin, from the use of the refrigerator to keep medicines or bottles, to the beach games such as ping-pong or soccer. In some locations, you even pay an extra entrance ticket for each person beyond the two included in the location and even the toilets.
These “small” costs, added to those of the umbrella, further rise the price of the holiday, especially penalizing the large families.
And what happened to the free beaches?
The solution is easy – you say – just choose a free beach. In fact, for those who want to save, it is the best option, pity, however, that, in many Italian locations, these areas are almost non -existent or relegated to areas that are not very accessible and often degraded.
According to Legambiente, in municipalities such as Pietrasanta, Camaiore or Laigueglia – just to name a few – over 90% of the coast is occupied by private establishments, and the space for free beaches is very little. A situation that derives largely from a policy of “infinite” and not very transparent seaside concessions, which limits competition and maintains high prices, making it increasingly difficult for families to take advantage of the free beaches.
