How's August tourism on the Riviera doing? The latest data.

Rimini, August 11, 2025 – The Riviera is holding firm. A careful reading of the Emilia-Romagna Region 's press release on the tourist season reveals both shadows and lights, and perhaps the latter outweigh the former. The rosy prognosis certainly applies to the August bank holiday.

Thanks to the favorable weather , tourist attendance and arrivals are expected to be at the same level as last year.

In particular, according to data provided by operators – hoteliers, beach resort managers, owners of public establishments and tourist services, cross-referenced, for example, with motorway traffic over the last weekend – the signs are positive along the entire coast: from the Lidi di Comacchio (Ferrara) to Cattolica (Rimini).

According to the Emilia-Romagna Region, the Riviera is holding up better than other regions during the crisis. On the left, Councilor Roberta Frisoni.

With a good scenario that will extend over the next two months thanks to a series of cultural and sporting events and initiatives: Rimini Meeting , Dante's September in Ravenna, Italian Bike festival and Moto GP in Misano Adriatico, Ironman in Cervia, Dominate the Water in Cattolica and the Beach Tennis World Championships in Cesenatico.

"Our Riviera has confirmed its position as one of the most competitive and sought-after destinations for Italians and foreigners alike in August," says Roberta Frisoni , Regional Councilor for Tourism and Sport. "The renowned professionalism in hospitality , as well as the ability to constantly innovate a rich and diverse tourism offering, are competitive factors. After a very encouraging first half of 2025, which in some cases saw double-digit growth in international tourism, and a challenging July for the entire national seaside sector, the Riviera confirms its attractiveness, thanks to an extremely diversified offering with, both in Italy and abroad, an unsurpassed quality/price ratio."

COMMENTARY Riviera to (re)see - by Valerio Baroncini

And the alarm that's been spreading in recent days? Well-founded, certainly, but mostly limited to the month of July . "The entire Italian seaside resort sector experienced a difficult July," says Frisoni, "for one obvious reason: the consumer crisis caused by inflation and low wages , with the resulting reduced spending power."

The latest report from the Confcommercio Research Office highlights that households' mandatory expenses now represent 42.2% of total spending, 5.2% more than in 1995, when they stood at 37%. This means approximately 3,000 euros less available to an average family for shopping or vacations.

"Despite this situation, our coast has held up better than the competition," Frisoni continues. "Tourism is a complex industry. Demand and lifestyles have changed, living in the technological and digital revolution, where, for example, the search for experiential tourism is gaining ground, which also involves the seaside sector. The beach , today, is seen and sought as part of a complex series of cultural, food and wine, and sports experiences, and tourists want increasingly high-quality services: from accommodation to transport, to non-hotel services. This is why it is important to focus on deseasonalization , to promote tourism 12 months a year with public and private investments, as has been done, for example, in the Rimini trade fair and conference sector or with the redevelopment of pedestrianized, sustainable waterfronts dedicated to active holidays. Tourism in our region," says the councilor, "has been able to innovate, while keeping its roots firmly in place, even for the seaside. And I am convinced that we are ready for a further leap in quality".