In Liguria, Italy, the cost of renting a beach umbrella and two sunbeds has risen by an average of 5% in 2025 compared to 2024, reflecting broader trends in Italian beach resorts. According to a Codacons analysis reported by La Stampa on July 20, 2025, the average daily cost for a standard beach setup (one umbrella and two sunbeds) in Liguria ranges between €32 and €35. However, prices vary significantly by location and season, with premium destinations commanding much higher rates, especially in August.
Key Price Points in Liguria (2025):
- Alassio: The most expensive beach in Liguria, where a week in the first to fourth rows costs €354 (approximately €50 per day). Daily rates can reach €60 during peak season.
- Varigotti: Daily prices range from €30 to €68, depending on the beach club and proximity to the water.
- Paraggi: A luxury destination near Portofino, where a single day can cost up to €300 for an umbrella and two sunbeds at exclusive beach clubs like Bagni Fiore.
- Rapallo and Santa Margherita Ligure: Daily rates range from €48 to €100, reflecting their status as high-end Riviera destinations.
- Cinque Terre: More affordable, starting at €36 per day for a standard setup.
- Spotorno and Loano: The least expensive options, with weekly packages ranging from €200 to €250 (approximately €28–€36 per day).
- Levanto: Older data from 2015 indicates €5 per day for an umbrella and €7 for a lounger, though 2025 prices are likely higher due to the 5% increase, potentially around €13–€15 combined daily.
Additional Context:
- Price Variations: Costs are higher for spots closer to the water (first to fourth rows) and decrease further back. Peak season (August) sees the highest rates, while shoulder seasons (May, June, September) offer savings.
- Privatization Issues: Nearly 70% of Liguria’s beaches are privatized, with some areas like Genoa reaching 90–98% private control, limiting free beach access and driving up costs. Exclusive clubs charge premium rates, while public beaches may offer rentals at lower prices (e.g., €5–€10 per day on public beaches).
- Luxury Options: High-end resorts like those in Paraggi or Portofino cater to affluent visitors, with daily rates far exceeding standard prices, sometimes reaching €1,500 in Versilia (outside Liguria) for VIP setups.
- Free Beaches: Public beaches like those in Sestri Levante (Baia del Silenzio) or Bergeggi offer umbrella rentals at lower costs or allow bringing your own equipment, though space is limited and crowded in summer.
Factors Driving the 5% Increase:
- Inflation and Operational Costs: Rising costs for beach club maintenance, staff, and utilities contribute to the price hike.
- Beach Concessions: Italy’s system of long-term, low-cost concessions to private beach operators limits competition, allowing price increases without market pressure.
- Tourism Surge: Liguria’s popularity, especially in Cinque Terre and Portofino, drives demand, enabling operators to raise prices.
Tips to Save Money:
- Visit Off-Peak: Opt for May, June, or September to avoid peak August prices and crowds.
- Choose Public Beaches: Areas like Sestri Levante or Camogli offer free access with affordable rentals (e.g., €5–€10 for umbrellas).
- Book Early: Securing weekly packages in less exclusive areas like Spotorno can lower daily costs.
- Avoid Luxury Resorts: Skip high-end clubs in Paraggi or Portofino for more budget-friendly options in Loano or Levanto.
Broader Implications:
The 5% price increase reflects a trend of rising beach costs across Italy, with Liguria’s privatized beaches exacerbating affordability challenges. Activists like Mare Libero advocate for freer access to public beaches, arguing that privatization commodifies a public resource. The 2025 court ruling mandating transparent bidding for beach concessions may eventually lower prices, but for now, Liguria remains a premium destination where budgeting is key.
Disclaimer: Prices are based on reports from July 2025 and may vary by specific beach, date, and operator. Check with local beach clubs or sites like lamialiguria.it for real-time rates.