Rimini, a day at the beach for €24. "Not expensive: we're unbeatable."

Rimini, August 10, 2025 – “ Prices on Rimini 's beaches are too high? We're not kidding. There's no other place in Italy that can offer the same services at our rates.” Cristian Paci , one of the owners of the large Adriatic Village beach resort (beaches 35, 36, and 37 in Marina Centro), assures us that “this isn't just a defense. The numbers speak for themselves. If there aren't many people on the beach, the main reason is something else.”

Which?

Salaries. The cost of living is constantly rising, but Italian salaries remain the same. There's little money available, families are struggling and can spend less on vacations. That's why many come only for the weekend. Even the people of Rimini have started paying more attention to prices.

How much do you charge?

"Like the others, on average. The minimum rate starts at €24 for a beach umbrella and two loungers per day. The more days you stay, the less you pay. But that rate includes everything: showers and bathrooms, access to sports fields, the gym, and the children's play area. The price goes up for those who want something extra: we go up to €60 per day for a gazebo on the beachfront with four loungers, a misting system, a table for dining, and other amenities. Beach prices aren't the problem."

Is it the hotel and restaurant price increases' fault?

"Hotel and non-hotel prices have risen, but that was inevitable. Staff costs more and is harder to find. And the price of raw materials has risen. To stay within budget, you have to raise prices. But Rimini needs to completely change its tourism model."

As?

We need to realize that vacationing, especially after Covid, has changed. People are traveling again, choosing their vacation carefully, and increasingly looking at offers abroad. Rimini is no longer a mass-tourism destination. We need to rethink our system: from hotels to services. Indeed, those who have invested and upgraded continue to perform well. But now we need a leap forward across the entire sector. We're still doing well with foreign tourists; we need to revamp ourselves to attract Italians again.

How has the season panned out so far?

Compared to 2024, we're more or less in line, but that's because June went better. July was a nightmare, and August is slow. We'll get the numbers at the end of the season. I'm not a catastrophist. Rimini has everything it takes to be attractive, but it needs to rethink its offerings. And we must always remember to pamper tourists: we do that better than anyone else.