From Lignano to Taormina, prices rise by 6% and up to 16%. Altroconsumo’s survey on prices in the first week of August: here’s where people spend the most in Italy
A week in the front row, umbrella and two sunbeds: in Alassio you spend an average of 368 euros, in Lignano just 164. More than double for a practically identical piece of sand, a few hundred kilometers away. This was revealed by the annual survey of Altroconsumo on the costs of Italian bathing establishments: in the summer of 2026, rates will rise on average by 6% compared to 2025, and will reach +24% if we look at the last five years.
Seaside locations where beach increases are highest for August 2026
Altroconsumo contacted 222 beach establishments in 10 tourist locations by telephone and anonymously: Lignano, Rimini, Senigallia, Viareggio, Palinuro, Alassio, Gallipoli, Alghero, Taormina-Giardini Naxos and Anzio. And for the week from 2 to 8 August for an umbrella and two sunbeds in the first four rows of the beach the prices are different depending on the location. Leading the ranking of the greatest increases are Taormina and Giardini Naxos (+16% compared to 2025), Alghero (+14%) and Gallipoli (+10%). In other locations, price increases are more contained, between 2% and 7%. In Alassio, however, prices remain stable in 2025, while Palinuro (+0.5%) and Senigallia (+0.6%) record almost imperceptible variations.
The ranking of the most expensive beaches in Italy
Looking at the average weekly price of the first four rows, Alassio is the most homely, with 340 euros requested. They follow Gallipoli (324 euros); Alghero (274 euros); Taormina and Giardini Naxos: (237 euros) e Viareggio (232 euros). It drops below 200 euros then: Palinuro (188 euros); Anzio (179 euros); Senigallia (159 euros); Rimini (158 euros) e Lignano (157 euros). Considering only the first row, the national average cost rises to 238 euros per week, compared to 229 euros for the second row, 219 for the third and 210 for the fourth onwards.
Why do you choose the establishments or the free beach
According to the survey, those who choose the establishment do so above all for the services available: umbrellas, sunbeds, shower, bar, surveillance. Those who prefer the free beach do so for two main reasons: it is free and the freedom to change location every day. Not surprisingly, on the topic of beach concessionssix out of ten informed consumers believe that an industry reform should lead to lower prices. Ultimately, the issue of concessions remains: after years of extensions, the current titles will expire in September 2027and the Municipalities will have to start the procedures for new tenders based on the European Bolkestein directive.
