Mare bitter, we could call summer 2026. If the countdown to the summer holidays has officially begun, for many Italian families the dream of a sunbed by the sea risks turning into a bloodletting. This year’s summer promises, in fact, to be one of the most expensive ever in terms of beach establishments, confirming the trend that in recent years has made the waterfront a luxury for a few. To prove it, the latest survey by Altroconsumo from which emerges a peninsula divided between double-digit increaseson the one hand, and progressive reduction of free beaches, on the other.
More and more expensive beach establishments
To understand the extent of the phenomenon, just look at the overall numbers brought to light by the consumer organisation. Compared to last summer, the average prices for renting an umbrella and two sunbeds increased by 6%. If the seasonal increase may seem modest at first glance, the scenario becomes decidedly bleaker if we look at the last five years: from 2021 to today, rates have literally skyrocketed, achieving an overall increase of 24%.
Altroconsumo’s survey on the prices of beach holidays
The survey was conducted by contacting anonymously over two hundred structures in ten renowned Italian tourist locations and taking as a reference the first week of August, historically the period of maximum attendance and the price thermometer of the entire season. What emerged from the results was above all how much the geography of the increases is not at all uniformwith some areas of Italy where the pressure on swimmers’ wallets has become almost unsustainable.
Beach club prices continue to rise, reaching up to 16% more in some locations. (Getty Images)
The map of price increases from north to south, from Alassio to Taormina
Sicily leads the ranking of the most drastic increases. The splendid setting of Taormina, together with nearby Giardini Naxos, have seen prices rise by 16% compared to last year. Not far away, in Sardinia, Alghero follows closely with an increase of 14%, while the very popular Gallipoli, in Salentomarks a +10%.
Fortunately, there are still happy oases where the price lists have remained frozen or almost frozen. This is the case of Alassio, pearl of the western Ligurian Rivierawhere no increases have been recorded for this year. Even locations like Palinuro, in Cilento, and Senigallia, in the Marcheshow substantial stability, with minimal variations that do not even reach one percent.
The front row factor and the primacy of Liguria
But when it comes to beaches, what makes the difference, especially in the price, it is also the greater or lesser proximity to the shoreline which has a very specific economic value. The survey shows a very strict price hierarchy: positioning yourself in the front row at the beginning of August costs on average 238 euros per weeka figure that gradually drops as you move towards the back of the factory, until reaching 210 euros from the fourth row onwards. However, the national averages hide dizzying peaks.
Why beach establishments are chosen
The strong attachment of Italians to bathing establishments it is no mystery and responds to specific needs for comfort and family organization. Eight percent of those interviewed admit that they choose the equipped beach mainly for the convenience of the services offered. On the other hand, those who prefer the free beach do so for almost opposite reasons. Nearly eight out of ten people indicate in total gratuitousness the decisive factor to give up the comforts of the private beach, while a clear majority appreciates above all the freedom of being able to change the landscape every day.
The mirage of the free beach
However, the real problem for those who make this choice, that is, millions of bathers, is that finding a stretch of coast where you can lay out your towel without paying is becoming an increasingly difficult task. Public and free spaces are constantly decreasingcannibalized by private concessions which often occupy the most beautiful and accessible portions of the coast. In this complex scenario, however, the investigation highlights the existence of alternative models.
The virtuous Spotorno case
The example of is cited Ligurian municipality of Spotornowhich reversed course by deciding to increase the share of free beaches on its territory. The real news lies in the fact that the municipal administration still guarantees essential servicessuch as cleaning the beach, assistance to bathers, toilets and showers, without however imposing any additional costs on citizens.
A petition to review the system of beach concessions
It is clear that the question closely touches the theme of beach concessionsi.e. the public authorizations that regulate the management of factories, a topic that has long been at the center of public and political debate. According to the consumer association, in fact, the current system heavily penalizes the citizen. In fact, in the face of concession fees that operators pay to the State which are often very low, the prices asked of the end user continue to rise unabated.
The petition launched by Altroconsumowhich has already collected over 91 thousand signatures, underlines the need for a review of the system of beach concessions and calls for greater transparency, periodic tenders and a possible reduction in tariffs. Only in this way can the sea, a universal heritage, truly belong to everyone again.