Italy’s private beach clubs—those neat rows of umbrellas and loungers you see from Liguria to Puglia—are posting another year of price rises. Altroconsumo’s 2025 audit of 213 lidos across ten destinations found average prices for one umbrella and two loungers up about 5% versus last summer and roughly 17% higher than in 2021. Their basket (first four rows, peak week of August 3–9) now averages €212 for a week—about $248 using the European Central Bank’s August 15, 2025 reference rate. These figures exclude extras like towels, cabins, showers, and parking, which can materially lift the final bill. www.altroconsumo.it
Where it’s priciest—and where it isn’t
Altroconsumo’s 2025 ranking places Alassio (Liguria) at the top: €340/week on average for the first four rows (≈ $397), with the front row at €354 (≈ $414). At the value end, Rimini comes in at €150/week (≈ $175). Mid‑table destinations include Gallipoli (Puglia) at €295 (≈ $345), Alghero (Sardinia) at €240 (≈ $281), and Viareggio (Tuscany) at €217 (≈ $254). For context, Altroconsumo contacted 213 lidos and requested quotes anonymously for the same August week, then averaged results by row to ensure apples‑to‑apples comparisons. www.altroconsumo.it
What’s driving the climb
Lido operators point to the same cost pressures seen across hospitality: higher energy bills, staffing costs, and compliance since the pandemic. On the customer side, that translates into “row premiums” (front‑row setups priced materially higher), micro‑charges (paid hot showers, towel rental, locker fees), and, in some resorts, per‑person access beyond two people under a single umbrella. The upshot: even if the base rental looks manageable, families can see a day total creep toward the €50–€60 range once extras are added in peak weeks.
How demand is shifting
Anecdotally, operators from the Adriatic to the Tyrrhenian report softer midweek demand and stronger weekend peaks—locals still come on Saturdays and Sundays, but domestic travelers and budget‑minded visitors are spacing out paid beach days, spending less at bars, or mixing in more time on public beaches. For high‑profile coasts (Amalfi, Cinque Terre, Costa Smeralda), this often means free sections fill very early while paid rows may have midweek vacancies in non‑front lines.
Free beach access varies a lot by region
The foreshore is public in Italy, but the share of genuinely free beaches (spiagge libere) depends on where you go. Legambiente’s 2024 “Rapporto Spiagge” highlights uneven access nationally and flags Liguria as particularly constrained, with several towns offering limited free shoreline relative to the total coast. If you rely on public beaches, research your destination’s allocations before booking and plan to arrive early in peak months. Legambiente
Daily vs weekly: read the fine print
One recurring confusion this summer is unit pricing. Altroconsumo’s headline figures are weekly totals for a specific peak week; travelers and social posts often cite daily outlays. Both perspectives are valid. A lido that seems reasonable on a week‑pass basis may feel steep for a single prime‑row day—especially with add‑ons. Always confirm (a) whether you’re seeing a day or week price, (b) which row it covers, and (c) what, if anything, is included (showers, changing cabins, bar credit, etc.).
How to keep the costs down without skipping the sea
• Slide a few rows back. The sea is the same from the third or fourth line, but prices often drop meaningfully versus the front.
• Think bundles. Multi‑day or Monday–Friday passes can shave the per‑day rate during peak season.
• Use the free sections—early. In popular towns, arrive before 8 a.m. for public beaches; late‑afternoon turnover can also open space.
• Bring a simple setup. A compact umbrella/sun tent and beach towels can pay for themselves in a single day on a free beach.
• Mind the car. Parking near marquee lidos can add €20–€30/day in high season. Trains and coastal buses are cheaper and less stressful.
What this means for your 2025/2026 plan
For Jetsetter readers, the headline is not that Italy’s beaches are “unaffordable,” but that price dispersion is now stark. You can pay $397–$414/week for prime rows in Alassio—or about $175/week in Rimini for the same basket. Mid‑market darlings like Gallipoli ($345) and Alghero ($281) sit between those poles, and Viareggio ($254) remains a classic Tuscan compromise. If you’re flexible on row, week, or town, you can still have classic lido days without the sting. Alternatively, blend one or two paid days with spiagge libere and inland day‑trips to keep the budget on track.
Methodology and currency note
All prices above refer to a standard setup (one umbrella, two loungers) surveyed for August 3–9, 2025, with averages calculated across the first four rows in each destination; figures exclude optional extras. USD conversions use the ECB euro reference rate on August 15, 2025 (EUR 1 = USD 1.1688); your card’s rate may vary slightly.
