If you’ve spent any time on an Italian beach, you’ll know it usually means hiring a sun umbrella and a couple of loungers at a privately managed beach club.
What’s changed is the price. The latest national survey shows that a week in Italy under that umbrella now costs noticeably more than it did a few summers ago, especially in peak season.
- How much does it cost to go to the beach in Italy in 2026?
- Italian beach club prices in 2026: the key numbers
- Where have beach prices increased the most?
- The most expensive and cheapest beach destinations in Italy
- First row or fourth row: how much does position cost?
- Free beaches in Italy: the alternative to beach clubs
- The Spotorno model: free beaches with services
How much does it cost to go to the beach in Italy in 2026?
According to Italy’s consumer association Altroconsumo, the average price of an umbrella and two loungers has risen by 6% in 2026 compared to last year. Over the past five years, the cumulative increase has reached 24%.
So if you’re budgeting for a summer stay in Italy, especially in August, this is the benchmark.
Italian beach club prices in 2026: the key numbers
The figures are based on a survey of 222 beach establishments across 10 Italian seaside destinations, looking specifically at prices for the first week of August (2–8 August), which is one of the most expensive weeks of the year
Where have beach prices increased the most?
Not all destinations have seen the same jump. The biggest year-on-year increases were recorded in:
- Taormina and Giardini Naxos (Sicily): +16%
- Alghero (Sardinia): +14%
- Gallipoli (Puglia): +10%
In the other destinations surveyed, increases ranged between 2% and 7%. These are all high-demand coastal areas, particularly in August, and pricing reflects that pressure.
The most expensive and cheapest beach destinations in Italy
The gap between locations is significant.
Alassio (Liguria) is the most expensive in the survey.
- A front-row umbrella and two loungers cost €368 on average for one week in early August
- Explore holiday rentals in Alassio
Lignano Sabbiadoro (Friuli Venezia Giulia) is the cheapest.
- The same set-up costs €164 per week
- Explore holiday rentals in Lignano Sabbiadoro
That’s a difference of more than €200 for the same basic arrangement.
First row or fourth row: how much does position cost?
At most Italian beach clubs, the closer you are to the sea, the more you pay. Across the first four rows, the average weekly prices are:
- First row: €238 per week
- Second row: €229 per week
- Third row: €219 per week
- Fourth row and beyond: €210 per week
The difference between the first and fourth row is around €28 over a week. It’s not dramatic, but over a full month by the coast it starts to add up.
Free beaches in Italy: the alternative to beach clubs
With prices rising, more people are turning to spiagge libere, Italy’s free public beaches.
According to the survey:
- 79% of Italians choose free beaches primarily for economic reasons
- Nearly two-thirds value the flexibility of deciding day by day where to go
However, available free beach space has been decreasing in many areas. In some resorts, these sections are limited and can become crowded in high season.
The Spotorno model: free beaches with services
An interesting example comes from Spotorno, in Liguria. The local administration has increased the proportion of free beaches while guaranteeing basic services such as cleaning, lifeguards and toilets.
These are provided without additional cost to the public, supported financially by licensed kiosks operating on the beach.
In Liguria, the regional objective is to ensure that at least 40% of beaches remain free. The aim is to keep free beaches central and properly serviced, rather than marginal or neglected.
For anyone planning to spend August in Italy, these figures are worth factoring into the overall cost of living by the coast. And for longer stays, the balance between paid stabilimenti and spiagge libere can shape how affordable daily life by the sea really feels.
Stay inspired for your travels in Italy —get our weekly newsletter for the latest travel, legal, and lifestyle news.
