Price of sunbeds has risen by 17 per cent in four years
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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