Holiday crisis on Italy's Riviera: The middle class stays at home!

Holiday crisis on Italy's Riviera: The middle class stays at home!

The Riviera Romagnola in Italy is currently experiencing an extraordinary tourism crisis. This popular holiday region, known for its wide beaches, excellent dining and lively bars, is facing a worrying trend: beaches are crowded on weekends, while they often remain empty on weekdays. According to a report by Mercury This change highlights the economic challenges of the Italian middle class. Simone Battistoni, president of the lido operators' association Sib Confcommercio, emphasizes that the middle class essentially no longer exists and this leads to a reduction in vacation times, which are increasingly concentrated on the weekends.

Vacationers cannot afford longer stays due to stagnating wages and rising costs of living. These circumstances are reflected in unusual booking behavior. Hoteliers and beach operators have to adapt to these changes as quickly as possible, as fewer guests arrive during the week. Prices for beach services range from 25 to 30 euros per day for an umbrella and two loungers, while hotel accommodation prices start at around 90 euros per night for a double room.

Economic challenges

The ever-increasing prices in restaurants and bars are putting additional pressure on travelers' vacation budgets. A development that does not only have negative sides: an increase in foreign tourists, especially from Northern Europe, is being recorded. Rimini Airport plays a central role here. In June 2025, over 12,000 passengers were carried on the route to London, and services to Krakow and Budapest are growing in popularity.

How Virgilio reports, the Rimini municipal council and the regional tourism promotion agency Apt could make a decisive contribution to the revitalization of the region through a three-year program to internationalize the airport. The aim is to make the Riviera Romagnola more attractive to a wider international audience. The potential for infrastructural improvement, especially at the airport, should be used within this framework.

Future prospects

The tourism industry is faced with the challenge of adapting to the changing needs of guests while at the same time maintaining prices competitively. Competition from other Italian seaside resorts is fierce, but internationalization efforts underway and a trend toward shorter, more frequent vacations could help Riviera Romagnola hold its own in these uncertain economic times. It remains to be seen whether these developments could also attract German holidaymakers, whose booking behavior is also changing.

In summary, the situation on the Riviera Romagnola shows how popular holiday destinations are facing major challenges in times of economic uncertainty. The Foreign Office has also updated its safety instructions for Italy, which could also influence travel behavior.