The concession reform opens up the seaside market. Large industrial families and investors ready to enter a 22 billion euro business that can change the face of the beaches. And cost Italians dearly.
Sooner or later it had to happen. The increase in tourism has not only changed the face of the hospitality business, with large hotel chains swallowing up small businesses, but also Italian beaches they have entered the sights of investors, large business dynasties and private equity. The myriad of establishments, beyond 30 thousand small companiesoften family-run, could give way to more structured companies capable of managing the business in a modern way, in line with the demand of an international and more demanding clientele.
The opportunity is provided by reform of state concessions. After a long tug of war with the European Union, last year the legislator envisaged the assignment of concessions through public tenders, with entry into force expected by 2027. Industrial groups are favored because the new procedures reward not only the economic offer, but also the quality of services, investment plans, environmental sustainability and employment protection. Spaces are therefore created for the entry of new entities, including those with an international profile, and for possible aggregations. The seaside activity will certainly change its face. The stakes are high. We are talking about a turnover of well 22 billion euros.
Major maneuvers have already begun in this business. An entrepreneurial initiative is being formed, with the evocative name of Wavewhich brings together the names of Italian capitalism, with the aim of conquering the concessions of the most attractive national beaches and aggregating the most renowned establishments on the Peninsula, enhancing the existing structures and improving their usability. In this “club deal” there are names like the Lunellis, the Trentino sparkling wine family with Cantine Ferrari, the Marzottos, Enrico Giacomelli of Namirialamong the world leaders in digitalisation, Rivetti – the textile dynasty that launched the Stone Island brand -, the Zucchettisoftware leader, e Davide Tavaniello of the Hippocrates pharmacy chain, as well as the real estate developer Giuseppe Amitranoled by Dils.
Entrepreneurs such as Donato Romanofounder of La Piadineria, manager and consultant Marco Costaguta of OC&C Strategy consultants, Matthew de Brabantcreator and partner of the Jakala group, e Alfredo De Falcoformer manager of Unicredit and one of the creators of the Vesper fund. Different profiles, but with significant economic resources that allow significant investments to be made to modernize aging infrastructures and create a series of complementary services to also be entrusted to local partners, enhancing the territory.
The project presents great business opportunities. Just think of the beverage sector in which the Lunelli group operates: for the bubbles of Ferrari Trento and for the Tassonibetween cedrata, gin and alcohol free, consumption in tourist locations is more than interesting. Or models to take inspiration from, like the famous ones Bagni Fiore di Paraggi in Portofino which, after being taken over by the luxury Langosteria restaurants – now acquired by Moncler’s Ruffini – have been transformed into a charming refuge designed by Dior and where a sunny day in high season also costs one thousand euros.
Of course, the sector needs to be rethought, raising quality and sustainability standards, but the problem always remains the impact on prices. In the 2025 an excellent performance was recorded for high-end resorts, while traditional beach establishments suffered due to the lower purchasing power of families. Last summer the controversy erupted dear beach. Altroconsumo, in a survey released at the beginning of August, reported that the average cost for umbrellas and sunbeds had increased by 5 percent compared to 2024 and of 17 percent from 2021.
On the other hand, the beach resorts rejected the accusations, attributing the increases to general price increases. Here’s what he said Marco Daddiopresident of the Lido di Camaiore seaside resorts, on August 6th: «Whoever thinks that we can cut prices further has no idea what it means to keep a tourism business afloat today. Lowering prices means closing.”
But those seaside resorts who have a long vision know that the challenge is not won on tariffs but on services, even with the use of technologies. The Observatory on the digitalisation of the sector, published by Spiagge.itItalian portal for online booking of umbrellas with over 2,400 affiliated bathrooms and more than one million umbrellas reserved in 2025highlighted that last year, compared to 2024, they increased by 20 percent digitized realitiesreaching altitude 3 thousand out of a total of approximately 7,200 bathrooms.
The turnover generated by the rental of beach services on the web has grown by 52 percentcoming in at approx 70 million euros. In the June-July period, considering only the factories active in both 2024 and 2025, total employment increased by 14 percent. And foreigners seem to appreciate online bookings, which have passed in twelve months since 23 percent to 26 percent of the total.
But the entry of new realities and the revolution of concession reform makes historic companies tremble. «It is unthinkable that the current entrepreneur is not recognized for the rights linked to the investments he has made, the value of his business and his property. There is a risk of an uneven, unbalanced situation which involves unjust enrichment for the incoming person to the detriment of the outgoing person”, he states Maurizio Rustignolipresident of Cooperativa Spiagge Ravenna.
The government, with the Minister of Infrastructure Matteo Salvinihas raised a shield against the risk of boarding by multinationals and to prevent the free market from turning into a jungle. The new tender, whose definitive adoption is expected at the end of March, provides for the division of the concessions into lots to allow micro-enterprises to participate in the tenders, thus shielding the beaches from the expansionist aims of large groups and foreign investors.
The first test of the beach revolution will be the fate of Mondello beach on the coast of Palermo. The revocation of the Italo-Belgian concession later 116 years opens up an unknown on the future of the historic establishment, one of the architectural works in style Art nouveau most beautiful in Europe.
The future of bathrooms is yet to be written, but customers certainly cannot delude themselves that with multinationals and large investors the facilities will become more accessible. There technology hey services they will also make a difference on the price lists.
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