For generations, summers on the Italian coast have been defined by families renting beach umbrellas, chairs, and sunbeds at local beach clubs. Today, however, this long-standing tradition is under strain. Declining attendance, rising costs, and disputes over the management of concessions are reshaping one of Italy’s most cherished leisure pastimes.
Declining Attendance and Rising Costs
Italy has around 7,300 beach clubs, particularly concentrated in Liguria, Tuscany, and Emilia Romagna. In these regions, less than a third of beaches remain freely accessible, with the majority occupied by private clubs. Yet, despite their dominance, many establishments reported sharp drops in visitors this summer.
Industry groups Sib and Assobalneari recorded a 25% decline in attendance in July compared to 2024, with Ferragosto—the August 15 holiday marking the peak of the season—seeing one million fewer Italians travelling. Rising living costs, from food and fuel to housing and utilities, have forced many families to cut back.
According to Istat, a beach day is now 32% more expensive than in 2019. The average weekly price for a beach umbrella is €212, though prices at exclusive resorts can soar to ten times that amount. With wages in Italy having dropped 7.5% since 2021—below the EU average for purchasing power—many Italians are opting for cheaper destinations such as Albania or Cyprus, or choosing cooler mountain retreats.
The Concession Controversy
Behind the decline lies a deeper dispute: the system of beach concessions. Although the coastline is a public asset, clubs operate under private multiyear agreements. A 2006 EU directive requires these concessions to be tendered publicly, ensuring fair competition. Yet Italian governments have consistently extended concessions indefinitely under a 1992 national law, often at extremely low fees.
Currently, the average concession costs just €270 per month—barely more than the weekly price of a single umbrella—while generating only €100mn annually for the state, a figure critics say is insignificant compared to the industry’s revenues.
Operators argue that public tenders would be unfair, as many have invested heavily in upgrades they could not recover if replaced by new concessionaires. Assobalneari president Fabrizio Licordari has warned against “giving away Italy’s beaches to foreign players,” a concern echoed by Giorgia Meloni’s government.
The government has suggested a system where incoming operators compensate outgoing ones for improvements. However, legal experts such as Aristide Police, dean of Luiss University’s law school in Rome, note that most upgrades are poorly documented, making valuations difficult. Furthermore, much of the industry’s revenue is paid in cash, raising concerns about unreported income and tax evasion.
Looking Ahead
Tenders for new concessions are scheduled to begin in late 2027, but the issue remains politically charged. While Brussels insists on open competition, Italian operators and their allies argue for the protection of local traditions and businesses.
As attendance falls and costs rise, the debate over who controls Italy’s beaches—and at what price—has become more urgent than ever. For many Italians, the outcome will determine not just the affordability of summer holidays but also the balance between public access, private profit, and European regulation.
