Beach holidays are becoming increasingly expensive: beach resorts are seeing increases of up to 16%.
Altroconsumo survey finds Alghero among the most expensive cities with the highest price increases.
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With prices for beach umbrellas and sunbeds rising, beach holidays are becoming a real drag. In the summer of 2026 , beach resorts are seeing an average price increase of 6% compared to 2025 (with peaks of 16%) and 24% compared to five years ago .
This is what emerges from a study by Altroconsumo , which recorded the rates applied during the week of August 2nd to 8th in 222 establishments spread across 10 Italian towns, including Alghero . The others are Lignano, Rimini, Senigallia, Viareggio, Palinuro, Alassio, Gallipoli, Taormina, and Anzio.
Compared to 2025, the highest increases were recorded in Taormina (+16%), followed by Alghero (+14%) and Gallipoli (+10%) . The price increases in the other locations monitored were more modest, ranging between 2% and 7%.
Alassio remains the most expensive: a week with a beach umbrella and two sunbeds costs an average of 340 euros, followed by Gallipoli (324) and Alghero (274) . The others, Senigallia, Lignano and Rimini, close with similar prices, from 157 to 159 euros.
Faced with these prices, free beaches are the only alternative for many residents, yet free spaces continue to decline year after year . The association asked a sample of residents whether they prefer free or private beaches, and the respondents were almost evenly split: 37% preferred private beaches, 35% preferred free beaches, and the remaining 28% favored both options.
Furthermore, 63% of consumers expect that a reform in the sector will lead to a reduction in prices , and half believe that the situation would be better with a periodic turnover in the management of the beaches.
(Unioneonline)
