Italy’s Iconic Beaches Face Steep Summer Visitor Decline Amid Rising Costs and Fierce Competition

Italy’s iconic beach destinations—from Lampedusa to the Amalfi Coast—are experiencing significant declines in summer visitor numbers in 2025, with some regions seeing up to a 30% drop compared to last year. Industry data and local reports reveal a perfect storm of rising prices, economic hardship, and shifting travel preferences that are reshaping Italy’s traditional seaside tourism landscape.

A key factor is the soaring cost of beach access and related services, which many Italian middle-class families struggle to afford in the face of stagnant wages and rising living costs. Renting umbrellas and sun loungers has become prohibitively expensive; for example, prices in some popular spots have risen by 17% since 2021, with daily rates reaching up to €90 in Gallipoli, Puglia. As a result, weekdays see sparse attendance, with weekends maintaining some crowds. This has fueled public dissatisfaction and sparked debate over the private management of beaches, where long-term concession holders limit competition and keep prices high.

Climate change further compounds the crisis, as extreme heat, coastal erosion, and unpredictable weather reduce beach stays’ appeal, driving many Italians to seek cooler mountain retreats in the Dolomites and other alpine regions, which are witnessing record visitor numbers. Industry voices call for urgent actions such as reducing tourism taxes and revising tax policies to restore spending power and make beach vacations economically accessible again.

Key Points:

• Italy’s beach tourism numbers down by 15–30% in 2025, especially in popular regions like Calabria, Emilia-Romagna, Puglia, and Lazio.
• Rising beach access prices and living costs erode middle-class spending power; renting beach umbrellas can cost up to €90/day.
• Private beach concessions with automatic renewals hamper competition and contribute to inflated prices.
• Climate change and extreme heat push Italians towards mountain vacations, with Alps resorts seeing record visitors.
• Calls for tax reforms and price adjustments aim to restore affordability and preserve Italy’s seaside tourism heritage.

The dramatic visitor declines along Italy’s beloved coasts signal not just a tourism setback but a broader social and economic challenge, questioning the sustainability of the traditional beach holiday model amid ongoing economic pressures and evolving traveler preferences.