Are beach umbrella and hotel prices too high in Romagna? Hoteliers' response.

Cesena, August 8, 2025 – The peak summer month, August, isn't a packed house on the Riviera. With rare exceptions, all seaside resorts are struggling: in short, they're not sold out, and this 2025 season seems to be below par. Only those who have aggressively and costlyly advertised, managing to successfully attract foreign tourists, as well as businesses with a significant history, are performing well. But basically there The majority of beach resorts and accommodation facilities are suffering a significant decline. The problem is widespread, not limited to Cesenatico, Gatteo, or San Mauro Mare. But while many customers point the finger at beach prices and hotel room rates, the perspectives and causes are varied.

Simone Battistoni (Cesenatico): "The drop in attendance isn't a question of price increases; our average user base has less money and is cutting costs."

For Simone Battistoni, president of the Cesenatico seaside resorts and national vice president of Sib Confcommercio, the crisis isn't a matter of price increases: "The problem is that our average customer has less money, hit by rising expenses, fewer bonuses, and with healthcare that, if you don't want to wait a year, you have to pay privately. Furthermore, they're afraid of the future, and everyone is cutting back on spending, starting with vacations. There's a reason why things are going badly across Italy. There's no doubt about the need for redevelopment, but what can we do? Given the uncertainty of the Bolkestein law, we can't invest or even make plans to improve services."

Massimo Bondi (Gatteo Mare): "The price of beach umbrellas hasn't increased, but hotel prices are higher."

Massimo Bondi, president of Gatteo Mare Summer Village, doesn't skirt around the issue, but he's bitter about the accusations of price increases: "We have fewer tourists than in previous years, but we're angry at the message being conveyed in some circles regarding beach price increases. On average, we've seen very low price increases, in the range of 2-3 percent, with beach umbrellas costing the same as last year. So the decline in attendance isn't due to our rates. Rather, it's the hotels that are generally charging higher prices, and many families, due to the crisis and these difficult times, can't afford a full week at the beach."

Maurizio Canducci (San Mauro Mare): "The only time they're full is on August 15th, but many hoteliers have lowered their prices just to be able to work."

Maurizio Canducci of the Hotel Internazionale in San Mauro Mare isn't surprised by the 2025 summer trend: "I've been predicting this situation since spring, and indeed, even August had a slow first week. While Ferragosto will be quiet, August 16th to 24th will be fully booked, while the last week of the month will see many guests suffer. Fortunately, we've sold out of all our rooms because we work with foreign guests, who are making a difference this summer. Price increases? In my opinion, they're not a problem, especially since many hoteliers have lowered their prices to stay productive."