The cost of renting an umbrella and two sun loungers at one of Italy’s many beach resorts is soaring, but the government doesn’t want to hear talk of crisis. — Photos: dpa
Renting a spot in one of Italy’s many beach resorts has not been cheap for a long time. However, it has never been as expensive as it is this summer.
At Twiga, a luxurious club on the Tuscan coast that once belonged to Formula 1 manager Flavio Briatore, a single day in the “ruler’s tent” – featuring four beds, four children’s beds, four deckchairs, three chairs and a table – costs €1,500 (RM7,404). Food and drinks are not included.
Currently, this is the most expensive spot along Italy’s coasts, which might be acceptable since such an offer is aimed at a super-rich clientele.
But many of the more than 7,000 privately-owned beach resorts have also raised their prices, meaning the cost is soaring for a spot in the sun elsewhere too.
While most Italians have tolerated annual price hikes so far, this year, many seem to have had enough. Sun loungers up and down the country lie empty.
Worrying decline
Tourism association Assobalneari Italia says this season, there are 25% to 30% fewer visitors. Only Sundays are still busy.
Italians have a love-hate relationship with their “stabilimenti balneari” or private beach resorts.
In principle, the more than 7,500km of coastline belong to the state, and therefore to everyone.
But more than half of the beaches have been leased to private individuals, often for decades, often informally and often at bargain prices. Some call this cronyism or say these are Mafia-like systems.
It has enabled many leaseholder families to become extremely wealthy.
Italians have long become accustomed to paying for the beach, unlike in most other European countries. Beach loungers (“lettino” in Italian) and parasols (“ombrellone”) are considered national cultural assets.
Tourists who come to Italy from abroad often simply lay out a towel and lie down on the sand or stones. But Italians tend to look down on them, even if only from a height of 20cm.
Nationwide, the average daily rental price for two loungers and a parasol was just over €30 (RM148) last year, according to the National Observatory for Beach Management.
This year, prices are expected to rise significantly. At the La Perla del Tirreno beach resort in Santa Marinella – a not particularly luxurious seaside town near Rome – they are now charging €60 (RM296). A cup of cappuccino costs €5 (RM25), and a tuna cheeseburger is €14 (RM69).
The high prices mean families are struggling to pay less than €100 (RM493) in a day, even if many now bring their own packed lunches. “We can afford this one or two days a week – no more,” says Dario D’Alatri, a father from the capital.
The manager of the Santa Marinella beach resort, Leila Fares, responded robustly in comments to La Repubblica newspaper. The parasols are spaced further apart than usual, everything is cleaned daily, and 20 staff members are employed, she said.
These discussions are familiar, held almost every summer but this year, they have sparked more outrage than ever.
Many agreed with one of Italy’s most popular actors, Alessandro Gassmann, who appealed to beach resort owners in an Instagram post. “Dear friends, I read that the season is not going well. Maybe you overdid it with the prices. Lower them, and maybe things will improve,” he said.
With the exception of individual discount campaigns – three parasols for the price of two, special rates after 2pm – the appeal has so far had little effect.
Assobalneari president, Fabrizio Licordari, responded, “There are beach resorts for every budget.” He attributed the decline to inflation, which is burdening many families.
“The rising cost of living has significantly reduced purchasing power. Even with two incomes, the budget is no longer sufficient in many cases.”
The right-wing government is unlikely to step in any time soon with assistance under Prime Minister Giorgia Meloni. Tourism Minister Daniela Santanche dismissed talk of a crisis, calling such reports “alarmist” and “misleading”.
Beach resort owners meanwhile can count on Rome as a series of governments have enabled leaseholder families to avoid implementing an EU directive for new tenders since 2006.
Many are voting with their feet and heading to the less-expensive south. In Porto Empedocle, Sicily, a parasol and two loungers cost just €20 (RM98) per day, a nationwide comparison shows.
Others simply bring a towel and parasol and head down to the sand. That is free. – dpa
