Beach holidays in Italy are getting more expensive, with the cost of sunbeds and parasols continuing to rise in summer 2026. Consumer group Altroconsumo found that prices at major seaside resorts increased by an average of 6% compared with 2025, and by 24% over the past five years.
The study looked at 222 beach clubs across 10 Italian destinations and measured the cost of an umbrella and two sun loungers in the first four rows during the first week of August, one of the priciest periods of the year. It found sharp differences between resorts, with weekly prices ranging from just over 150 euros to more than 350 euros.
Taormina and Giardini Naxos recorded the biggest annual rise at 16%, followed by Alghero at 14% and Gallipoli at 10%. Alassio saw no increase, while Palinuro and Senigallia rose by 0.5% and 0.6% respectively.
Altroconsumo said it contacted the beach clubs anonymously and by phone to collect the figures. The destinations examined were Lignano, Rimini, Senigallia, Viareggio, Palinuro, Alassio, Gallipoli, Alghero, Taormina-Giardini Naxos and Anzio.
Alassio remained the most expensive destination overall, with an average weekly price of 340 euros for the first four rows during 2-8 August. Gallipoli followed at 324 euros, while Alghero came next at 274 euros.
Taormina and Giardini Naxos also stayed above the 200-euro mark, with an average of 237 euros. Viareggio cost 232 euros, while Palinuro averaged 188 euros and Anzio 179 euros. Senigallia and Rimini were among the cheapest at 159 euros and 158 euros, and Lignano was the least expensive at 157 euros.
The findings underline the growing cost of a week at the beach at the height of the Italian summer, especially for families and holidaymakers who rely on organised beach clubs. Altroconsumo said the increases were now a significant part of the summer holiday budget.
Even so, beach clubs remain popular. Altroconsumo found that 80% of respondents chose them for their services and equipment. Among those who prefer free beaches, 79% said cost was the main reason, while 63% valued the freedom to go wherever they wanted without bookings or subscriptions.
The issue of beach concessions also remains politically sensitive in Italy. Among consumers aware of the debate, 63% said reform should lead to lower prices, and one in two said beach club management should change hands regularly.
Altroconsumo also warned that free beaches are becoming harder to find along parts of the Italian coast as space for private beach clubs expands. It pointed to Spotorno in Liguria as an example of local policy aimed at increasing free beach access while still providing basic services.
The report adds to evidence that Italy’s seaside holiday market is becoming increasingly expensive, even as demand for beach services stays high.
