Tuscan beaches have a problem, and the solution is not immediately clear. According to the Lido di Camaiore Association, there has been a 20% reduction in the number of tourists, both Italian and not, visiting Tuscany’s beaches this year compared to 2024. While on Elba Island, only 87% of available beds were occupied in August 2024, short of the 98% forecast at the start of the season.
The primary reason for the shortfall is expense: many Tuscan beaches are simply becoming too expensive. Prices for loungers and umbrellas are now as high €90 per day and the is even higher for a spot in the first few rows.
Yet rising prices come in response to a wider cost of living crisis, as Fabrizio Licordari, president of the beach club association Assobalneari Italia, told the Ansa wire service: “Even with two salaries, many families struggle to reach the end of the month. […] it’s natural that the first expenses to be cut are those for leisure, entertainment and holidays.”
This means that simply lowering said prices would risk the livelihoods of the Tuscan businesses that operate along the coastline—from those leasing the loungers, to the many cafes, restaurants and bars, who are also facing a substantial decrease in traffic, and particularly on weekdays. And not just loungers and umbrellas that are going up in cost. Every beach commodity—from showers, rest rooms and beach activities—increases the overall price of the Tuscan beach experience.
Maurizio Rustignoli, president of FIBA, the Italian beach resorts federation, has downplayed the severity of the issue, suggesting the price rises are in fact minimal, and the reports “misleading.” Indeed any price hikes are, Rustignoli argues, a small fee to pay for the security and lifeguard services that they fund.
Rustignoli’s justification does not satisfy the complaints of those affected, however, and the consumer group Codacons accused the concession holders of “shedding crocodile tears,” and argued that visiting the Tuscan beach resorts had become a “drain” on people’s wallets.
The economic reasons behind the shortfall are complex, and unfortunately, worsening. The issue of Tuscany’s less-than-full beaches may not resolve itself any time soon. (Will Fitzgerald)
