Paying more than €300 a week for a parasol and two sun loungers is no longer unusual. In 2026, beach club prices have risen again. Codacons estimates a year-on-year increase of 12.9%, while Altroconsumo reports a 6% rise compared with 2025 and a 24% increase over five years.
It is a sizeable cost for holiday budgets, with major differences between resorts and even between rows of parasols. A price comparison based on 222 beach clubs across 10 destinations shows where costs are highest and where a better deal may still be found.
Prices rising in 2026: the key figures
The 2026 trend is clear: beach services cost more almost everywhere. The National Federconsumatori Observatory, working with the Isscon Foundation, reports that the average daily rate has risen from €35.74 to €37.35, an increase of 4%. Monthly and seasonal passes, as well as sun lounger hire, are up by 3%, while rises for pedalos, stand-up paddleboards and canoes are more limited at 2%.
Extras are also becoming more expensive:
- A large parasol has risen from €28.50 to €29.50
- A beach massage has risen from €25.60 to €26.90
- Use of a hot tub has risen from €14.90 to €15.50
Beach bars also add to the bill, with water, sandwiches and meals bought at a lido — a beach club — costing 40% to 45% more than at venues away from the beach.
The cost map: Alassio to Lignano
Altroconsumo monitored 222 beach clubs in 10 destinations during the first week of August, comparing the cost of one parasol and two sun loungers.
The results show an Italy of two speeds. Some destinations exceed €300, while others remain under €200 for the same period and comparable rows on the beach.
Average prices by town, first week of August
These are the average weekly prices recorded for the first four rows, with front-row prices included where reported. The difference between the most expensive and more affordable destinations remains substantial and can shape how families plan their spending.
- Alassio: €340, rising to €368 in the front row
- Gallipoli: €324
- Alghero: €274
- Taormina–Giardini Naxos: €237
- Viareggio: €232
- Palinuro: €188
- Anzio: €179
- Senigallia: €159
- Rimini: €158
- Lignano: €157, rising to €164 in the front row
Where prices are rising fastest
High prices are not the only concern. In some towns, increases compared with 2025 have been particularly steep.
- Taormina–Giardini Naxos has seen the largest year-on-year rise at 16%, followed by Alghero at 14% and Gallipoli at 10%. Elsewhere, increases sit between 2% and 7%.
- Alassio is an unusual case, with no price rise despite having the highest prices in the comparison.
- Prices are also close to stable in Palinuro, up 0.5%, and Senigallia, up 0.6%.
These figures may be useful for anyone looking for organised beaches without sharp price increases.
Ways to save without giving up comfort
There are a few immediate ways to manage the cost of a parasol. A half-day slot, either in the morning or after 2 pm, can bring a noticeable saving compared with a full-day rate at many beach clubs, while retaining basic facilities and comfort.
Shared arrangements with friends or family can also be worth considering, particularly for weekly or monthly passes, as fixed costs can be spread between several people.
Some lidi also provide all-inclusive packages covering the beach, lunch, an aperitif or activities such as stand-up paddleboarding. When the included services are genuinely used, these packages can reduce the individual cost of each element.
Article seen on Quifinanza: Quanto costano un ombrellone e due lettini: i prezzi da Rimini a Gallipoli – QuiFinanza
