Figures suggest shift from country’s traditional summer culture, with lounger and parasol rentals up to €90 a day
Italians appear to be snubbing beaches this summer, amid claims they are rebelling against the high prices charged by the owners of private beach concessions.
Going to the beach and renting cabins, loungers and parasols – usually at the same location – has long been an ingrained habit of Italian summer holiday culture.
But this year’s season began with a notable fall in beachgoer numbers after private resorts along Italy’s two long stretches of coastline recorded a decrease of between 15% and 25% in June and July compared with the same period in 2024.
The problem is not so much the weekend, when beach resorts are often congested, especially those close to cities such as Rome, but during the week. Those who do go are also spending less on food and drink.
