Vacations in Italy in 2026: the top 10 beaches, from the most expensive to the most affordable

Italian beaches are becoming increasingly expensive: according to an Altroconsumo survey of 222 establishments in ten seaside resorts, beach club prices in 2026 rose by 6% on the previous year, with a cumulative increase of 24% over the last five years.

Those wishing to treat themselves to a deckchair in the front row this summer will have to put their hand in the wallet, more than usual. According to a survey by consumer association Altroconsumo, prices at Italian beach resorts have risen by an average of 6% compared to 2025, bringing the overall increase over the last five years to a substantial 24%. Alassio retains its title as the most expensive resort on the peninsula, while Lignano Sabbiadoro remains the most affordable. In the background, a petition for more public beaches and transparent concessions has already gathered over 91,000 signatures.

Methodology

The survey was carried out between April 20 and May 20, 2026, via anonymous telephone calls to 222 establishments in ten seaside resorts. For each destination, at least 20% of beach clubs were surveyed, with a minimum of ten facilities per zone.

Ranking of the most expensive seaside resorts

The criterion used was the average weekly rate for the first four rows of parasols and deckchairs. Here is the complete ranking, from the most expensive to the most economical:

• Alassio (Liguria) - €340
• Gallipoli (Apulia) - €324
• Alghero (Sardinia) - €274
• Taormina and Giardini Naxos (Sicily) - €237
• Viareggio (Tuscany) - €232
• Palinuro (Campania) - €188
• Anzio (Lazio) - €179
• Senigallia (Marche) - €159
• Rimini (Emilia Romagna) - €158
• Lignano Sabbiadoro (Friuli-Venezia Giulia) - €157

As for rates per row, the first row costs an average of 238 euros per week, the second 229 euros, the third 219 euros and, from the fourth, 210 euros.

Public beaches: still rare, but some are reversing the trend

For many families, private beaches are now unaffordable, but public beaches are not always a viable solution: free stretches of sand are gradually being replaced by concession areas. The Ligurian municipality of Spotorno is an exception to the rule: it has increased its share of public beaches, while guaranteeing cleanliness, supervision, showers and sanitary facilities for bathers at no extra cost.

What Italians want

A survey carried out between April 27 and 30, 2026 on a sample of 1,058 people revealed a divided population: 37% prefer privately-equipped establishments, 35% public beaches, and more than a quarter say they are open to both solutions. Those who choose private beach clubs do so mainly for comfort, in 80% of cases. Conversely, those who opt for public beaches cite economic reasons in 79% of cases, and the freedom to change location each day (in 63% of cases).

The political battle over concessions

Coastal management remains the crux of the issue. Among those aware of the debate on beach concessions, 63% believe that a reform should result in lower rates. What's more, one consumer in two now considers it essential to introduce periodic renewal of the operators of the establishments.

Altroconsumo denounces a structural imbalance: the royalties paid to the State by concessionaires are often derisory, while the rates charged to tourists continue to rise. The organization has launched a nationwide petition, which has already exceeded 91,000 signatures, calling for transparent, periodic invitations to tender, a ceiling on the number of concessions issued and an increase in the number of open-access beaches.

Source : Altroconsumo