A twofold price surge has set in on Italy's coasts. While exclusive beach clubs now charge up to €1,500 per day for sun loungers, pavilions or cabanas, the price increase is now also reflected in traditional beach resorts. Prices for sun loungers and parasols have doubled or even quintupled in many places.
In Marina di Pietrasanta (Tuscany), for example, the Twiga Beach Club founded by Flavio Briatore offers exclusive beach huts with four beds, music and TV at top prices of up to €1,500 per day. The Augustus Hotel in Forte dei Marmi also rents out front-row seats for around €560.
In Sardinia, for example at Nikki Beach Costa Smeralda, double loungers with a sofa and umbrella cost around €500 to €550, including credit for food and drinks.
However, prices are also rising significantly on "normal" beaches: on average, €32 to €35 per day is charged for a parasol and two sun loungers, up to €90 in hotspots such as Gallipoli, up to €120 in Sardinia and up to €45 near Rome (Sabaudia). Analyses show that consumer protection organizations such as Codacons are seeing price increases of between €3 % and €5 % - often mainly for additional services such as catering or boat hire.
An overview of the average beach prices: Top of the list are places like Alassio (Liguria) with €340 per week for a parasol and two sun loungers, followed by Gallipoli (€295) and Alghero (€240).
This price cascade is causing criticism: consumer advocates warn that the sometimes drastic increases exclude socially less privileged visitors. At the same time, the debate about the right balance between exclusive offers and general access to leisure activities on public beaches is intensifying.
