Italy’s summer holiday market is showing mixed pricing trends for 2026, with average travel costs falling slightly overall while popular island and mountain destinations continue to become more expensive.
A new survey by Italian consumer association Altroconsumo found that a one-week summer holiday for two people in Italy now costs an average of around 1,050 euros, down approximately 5% compared with 2025.
However, the report highlights major differences between destinations, with city breaks remaining relatively affordable while coastal resorts, alpine towns and islands in southern Italy continue to command significantly higher prices during peak season.
Florence emerged as the best-value destination in the survey, with a one-week stay for two costing about 641 euros on average. Rome, Naples and Milan also ranked among the most affordable urban destinations, all staying below the 700-euro mark.
Altroconsumo said some Italian city break prices declined by double-digit percentages compared with last year, suggesting demand and hotel pricing in major urban centres may be stabilising after several years of strong post-pandemic tourism growth.
Among seaside destinations, Rimini was identified as one of the cheapest beach resorts at around 682 euros for a week for two people. Nearby Cervia also remained among the lower-cost coastal options for domestic travellers.
But the situation is very different in southern island destinations. Popular resorts in Sardinia and Sicily continue to rank among the most expensive holiday locations in Italy.
Villasimius in Sardinia exceeded 1,650 euros for a week-long stay, while Stintino remained above 1,500 euros. In Sicily, Taormina passed 1,200 euros, with transport costs playing a major role in pushing up final holiday bills.
The survey found that air fares, ferry tickets, baggage charges, airport transfers and car rental costs are becoming increasingly important factors in determining the overall cost of holidays in island destinations.
For many travellers, accommodation is no longer the only major expense. Rising transport prices during peak summer weeks can quickly turn a relatively affordable hotel stay into a significantly more expensive trip.
The report also highlighted rising costs in Italy’s mountain destinations, where prices have not followed the downward trend seen in some city breaks.
The average mountain holiday now costs approximately 1,300 euros for a week, making alpine destinations more expensive than many coastal holidays.
Ortisei, in the Dolomites, ranked as the most expensive mountain destination in the survey at around 1,672 euros, higher than in 2025. Livigno and Valdisotto also remained among the priciest mountain resorts.
Pila was one of the few alpine destinations where travellers could still keep total holiday costs below 900 euros.
Altroconsumo said accommodation remains the biggest cost driver in mountain areas because strong demand and limited hotel supply leave travellers with fewer opportunities to save money.
The findings underline how fragmented Italy’s tourism market has become in 2026. While budget-conscious travellers can still find relatively affordable city breaks, premium island resorts and alpine destinations continue to attract high-spending visitors despite rising prices.
The survey also reflects broader tourism trends across Europe, where transport costs are increasingly shaping traveller behaviour. Journeys by car often remain the cheapest option, while flights and ferry routes can dramatically increase the total cost of summer holidays.
As European travel demand remains strong, tourism operators across Italy are expected to continue balancing high visitor numbers with growing consumer sensitivity to pricing during the peak summer season.
