No rush for the sunlounger as Italians start to avoid the beaches

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.

- Angela Giuffrida

Going to the beach and renting cabins, loungers and umbrellas – usually at the same location – has been a long-ingrained habit of the 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 15-25% in June and July compared to 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. Meanwhile, those who go are spending less on food and drink.