- Italian beaches are experiencing significantly lower attendance this summer, with resorts reporting a 15 to 25 per cent decrease in visitors for June and July compared to the same period in 2024.
- This decline is largely attributed to the rising cost of beach services, with the average price for an umbrella and two loungers now reaching €212 (£183), a 17 per cent increase since 2021.
- Industry figures, including Antonio Capacchione of the Italian Beach Resorts Syndicate, confirm substantial drops in visitor numbers in regions like Calabria and Emilia-Romagna.
- The high cost of living is cited by beach club associations and resort owners as a primary reason for Italians cutting back on leisure expenses, leading to quieter weekdays and fewer tourists.
- While some industry representatives defend the price increases as justified by improved services, consumer groups and public figures argue that exaggerated costs are deterring holidaymakers.
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