As Italy enters its peak summer season, a time traditionally marked by a mass exodus to its famed coastlines, a starkly different reality is emerging. The country’s beaches, which span over 3,400 kilometers, are quieter than expected. According to a report by the analytical center EMG Different, an estimated 8.4 million Italians have been forced to abandon their customary summer holidays, citing an insurmountable rise in the cost of living that has made travel and resort stays unaffordable.
The dream of relaxing on a sun lounger has become a luxury for many. As the magazine Gambero Rosso notes, the summer of 2025 is scorching not just because of the heat, but because of “sky-high prices for beach spots.” The daily cost for a standard beach setup has climbed to between 32 and 35 euros, with exclusive locations demanding up to 120 euros. The consumer rights association Codacons estimates that a single day at the sea for a family of four now costs an average of 100 to 110 euros, factoring in rentals, snacks, and drinks.
This holiday crisis is a symptom of a much deeper economic malaise. A study by Confcommercio, Italy’s business confederation, reveals that mandatory expenses such as housing, utilities, healthcare, and transport now consume 42.2% of the average family’s budget, a significant increase from previous decades. The prices for these essential goods and services have surged by 132% over the last 30 years, with energy costs alone skyrocketing by 178%, squeezing household finances and leaving little room for discretionary spending like vacations.
The core of the issue is a severe erosion of purchasing power. Italy has experienced one of the most significant declines in real wages among leading OECD nations. Official data from the National Institute of Social Security (INPS) illustrates the disparity: while wages have nominally increased by 8.3% between 2019 and 2024, consumer prices have jumped by 17.4% over the same period, effectively slashing the real value of earnings by over nine percentage points. As food blogger Luciano Pignataro bluntly puts it, “After COVID-19, Italian workers became poorer… If prices rise, people no longer spend because they simply don’t have the money.”
Prime Minister Giorgia Meloni’s government asserts it has focused resources on supporting the purchasing power of low-income families and has begun to reverse a long period of wage stagnation. However, critics, such as the newspaper La Notizia, argue these claims are only partially true, pointing out that any recent real wage growth has been extremely limited and insufficient to offset years of inflation. The disconnect between government rhetoric and the financial reality for millions is becoming increasingly apparent.
The empty chairs along the shoreline tell a story of economic struggle. Simone Battistoni, a representative for beach operators, told the Corriere della Sera newspaper that the lack of people on the beaches “speaks of a crisis in the purchasing power of Italian families.” In a final, telling irony, despite the falling demand, the National Union of Consumers reports that the prices for beach services still rose by another 7.3% in August, further widening the gap between the cherished Italian summer dream and what its citizens can actually afford.