In 2025, summer doesn’t bring the sea for everyone. According to Eurostat data, 31.4% of Italians, almost a third of the population, could not afford even a single week of vacation away from home, one of the highest rates in the European Union. This figure represents far more than just a statistic. It translates itself to more than 18 million people facing economic difficulties, painting the picture of a country where the sea, once a symbol of freedom and social connection, is turning into a luxury.
Prices rising, access falling
Behind these numbers lies a combination of factors: inflation, rising management costs, and more expensive services.
As highlighted by ISTAT , in July 2025 overall inflation remained stable at 1.7%, but the prices of tourism and transport services grew faster, by +2.2% and +3.3% respectively, while the “shopping basket” climbed to +3.2%.
In practice, a day at the beach costs more: sunbeds, beach umbrellas, parking, transportation, and even a simple lunch by the sea have become more expensive than the national average. The result is that those who can afford it are paying more and more, while those who cannot are forced to stay home. This trend narrows holiday opportunities for many families, turning an economic issue into one of social equity and the right to leisure.
EU rules and Italy: how we got here
The 2006 Services Directive
The EU has been saying it for almost twenty years: beach concessions must be assigned through open and transparent public tenders. This is clearly stated in the 2006 Services Directive , which establishes that state-owned concessions, such as those for beach clubs, cannot be automatically renewed but must instead be awarded through public, transparent, and non-discriminatory processes. The aim is to ensure equal access for operators and foster a more competitive market.
The 2016 European Court of Justice ruling
This principle was reinforced by a 2016 European Court of Justice ruling , which clarified that Italy’s automatic renewal system conflicts with EU law, since beaches are a limited natural resource that should be managed in a system of open competition.
In Italy, however, full application of the rule has been repeatedly procrastinated, leaving most concessions in the hands of the same operators. In 2025, the Italian Council of State affirmed that the system can no longer work this way. Meanwhile, The European Commission has kept the procedure open, urging rapid and “constructive” solutions.
Why some oppose the EU approach
Not everyone welcomes the EU’s pressures. Concession holders and some local administrations fear that open bidding could harm family-run businesses that have been managing beach clubs for generations.
They argue that sudden liberalization risks favoring large foreign groups and wiping out investments already made, often with loans still to be repaid. There’s also a cultural dimension: in many coastal communities, the beach club isn’t just a business, it’s an integral part of the local identity. For this reason, operators are asking that any reform take into account those who have worked and invested in these areas for years.
Towards a more balanced reform
This is not about choosing between inaction and revolution, but about finding a balance that aligns Italy with EU principles without sacrificing fairness, quality, or stability.
Public tenders are necessary, but they need clear rules that guarantee competition while protecting local territories and jobs.
A possible model? Launch tenders that assess not only the highest bid but also the social and environmental impact of the management: offering capped prices for families, ensuring basic services on free beaches, and meeting certified ecological standards.
Concession fees should be updated to reflect real market values, with public and transparent data, and part of this revenue reinvested to improve beach access and services.
Improving access for everyone
Access to the beach isn’t just about the cost of a sunbed, it’s also about how people can get there and how the space is managed.
Italy could take simple, concrete steps: expanding regional train services and shuttle buses to free beaches during summer weekends, with integrated tickets and regular schedules, to reduce travel costs and parking pressure; and improving essential services on free beaches, such as toilets, showers, water fountains, and walkways, funded by a fixed and transparent fee.
These are not abstract ideas but solutions already included in Italy’s coastal management guidelines and successfully implemented in other European countries.
A “Beach Voucher,” funded through updated concession fees, similar to France’s “Chèques-Vacances”, could guarantee affordable umbrellas and transportation for low-income households. Likewise, new concessions could require a fixed share of publicly available social-rate options, clearly published and easily verifiable online.
The sea as a common good
The sea is a collective asset, not just a business. But to make it accessible to everyone again, Italy needs a reform that is clear, fair, and transparent.
Institutions have the responsibility to listen to all voices, citizens, operators, and local authorities, and to translate the debate into simple, just, and enforceable rules.
Only then, the sea can return to being an open, accessible, and shared space, just as it has been for generations.