There’s no need to go to a VIP establishment to spend a month’s salary on just one week at the beach. Of course, there are places where it is easy to spend 40 euros a day for an umbrella, but it is very easy to increase the price: thus it is possible to go from less than 300 euros a week to over 3 thousand. We examined some of the most elegant and renowned seaside resorts in Italy, from north to south, simulating seven entries from 10 to 16 August 2026 for two people. Everything else is excluded.
How salty is a week at the seaside: prices for summer 2026 are increasing
In summer 2026, according to Altroconsumo’s survey of 222 establishments, an umbrella and two sunbeds in the first four rows cost on average 225 euros for a week from 2 to 8 August. The most expensive locations? Alassio reaches 340 euros, Gallipoli at 324, Alghero at 274, Taormina and Giardini Naxos at 237. Rimini and Lignano Sabbiadoro remain just under 160 euros. In five years, the average rate recorded has increased by 24 percent.
In general, the simulation we did shows three different spending levels. In places that are already expensive for the “ordinary” sea, the choice of row is decisive. Going up the levels, it is the “premium” services that send prices skyrocketing. If you then choose the top, then you need more “average” salaries capable of satisfying a similar holiday.
The range up to 500 euros: the traditional beach in the most expensive locations
An umbrella, two sunbeds and, in some cases, even the first row. Figures already higher than the national average, but far from the peaks. And still less than a salary. Alassio is the most expensive city among those analyzed by Altroconsumo in 2026. For seven days, you can spend an average of 340 euros for an umbrella and two sunbeds in the first four rows, which rises to 368 euros by choosing the first row.
Even on Capri you can get by with entrances starting from around 40 euros per person, with no obligation to consume. For two people the minimum daily cost is therefore around 80 euros. Repeating entry for seven days reaches 560 euros.
For Sardinia the aggregators indicate in August an indicative range of 30-55 euros per day for a position with umbrella and two sunbeds. Therefore, in a week, the cost varies between 210 and 385 euros. But the price changes radically when you enter the beach clubs of the Costa Smeralda, where the beach service is combined with catering, music, drinks and dedicated assistance.
Tents, first rows and services: they go above 1,000 euros
In this area the location is no longer just an umbrella with two sunbeds. Larger tents, cabins, better furnishings, towels and on-site services come into play. In Forte dei Marmi you can find an ordinary location for as little as 70 euros per day, consisting of an umbrella, two deckchairs and a sunbed. They make just under 500 euros in a week. The tent – for five people – brings the price to 120 per day, which with the addition of the cabin rises to 140. So it is easy to touch 1,000 and double the standard expense.
This appears to be the middle level of the market. In Taormina prices rise and in the fifth row you can spend more than 100 euros as you get closer to the August holiday, with the first row almost reaching 200. Some establishments also provide towels and waiter assistance. All without a cabin.
The map of the most expensive beaches in Italy: “paradises” for VIPs and entrepreneurs, with prices of up to 1,500 euros per day
Savelletri, on the other hand, is one of the most exclusive locations in Puglia, thanks also to the presence of resorts, luxury farms and establishments aimed at a high-end audience. Some promotions present packages for two people with umbrella, sunbeds and parking starting from around 29 euros, while testimonials and recent reviews indicate up to 250 euros for a premium gazebo in establishments such as Pettolecchia. The weekly range is wide and can include more popular prices up to around 1,700 euros.
The top range
For those who can, the horizon of beach services becomes broad: monumental tents, credit for the bar, dedicated services, privacy but also minimum expenses to be guaranteed. In Paraggi and Portofino you can even reach 2,500 euros per week. In some baths, specialized guides indicate rates between 260 and 350 euros per day. The station can include towels, showers, Wi-Fi and service right up to the umbrella. Cabins, restaurant and parking are also available.
In some establishments on the Costa Smeralda the “cabane” for three cost up to 450 euros per day. But some rates include a credit that can be used for drinks. To this sum may be added further orders at the bar and restaurant, any booking fees and the costs of reaching the facility.
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Then there is Versilia: in VIP establishments the tents can cost up to 600 euros a day, while larger tents designed to accommodate dozens of people reach 1,500 euros.