Overview

• Beach clubs recorded a 15–25% decline in visitor numbers for June and July 2025 compared with the same period last year.
• A survey by Altroconsumo shows the average cost for an umbrella and two loungers in prime rows has risen to €212, up 17% since 2021 and 5% year-on-year.
• Regions such as Calabria and Emilia-Romagna experienced the steepest drops in attendance, with visits down around 25%.
• Consumer groups highlight additional charges for showers, cabins, beach games and fridge use as tipping family budgets over the edge.
• Industry federations maintain that modest price increases fund essential lifeguard and security services but warn that ongoing hikes could further undermine local tourism.