Vacation crisis on Italy's Riviera: The middle class remains at home!

Vacation crisis on Italy's Riviera: The middle class remains at home!

Rimini, Italien - The Riviera Romagnola in Italy is currently experiencing an extraordinary tourism crisis. This popular holiday region, known for its broad beaches, excellent gastronomy and lively restaurants, is confronted with a worrying trend: on weekends the beaches are overcrowded, while they often remain empty on weekdays. According to a report by Merkur , this change shows the economic challenges of the Italian middle class. Simone Battistoni, President of the Strandbad operator association SIB Confcommercio, emphasizes that the middle class basically no longer exists and this leads to a shortening of vacation times that are increasingly concentrating on weekends.

vacationers cannot afford longer stays due to stagnating wages and increasing living costs. These circumstances are reflected in an unusual booking behavior. Hoteliers and beach operators have to adjust to these changes as soon as possible, as fewer guests arrive during the week. The prices for beach services are between 25 and 30 euros per day for a parasol and two loungers, while the overnight prices in hotels start at around 90 euros per night for a double room.

economic challenges

The steadily increasing prices in restaurants and bars also put pressure on the holiday budgets of travelers. A development that not only has negative pages: an increase in foreign tourists, especially from Northern Europe, is recorded. Rimini Airport plays a central role here. In June 2025, over 12,000 passengers were transported to London on the route, and the connections to Krakow and Budapest are enjoying growing popularity.

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

future prospects

The tourism industry is faced with the challenge of adapting to the changed needs of the guests, while the prices must remain competitive. Competition to other Italian seaside resorts is hard, but the Riviera Romagnola, which has started, and a trend towards shorter, more frequent holidays could help to assert itself in these uncertain economic times. It remains to be observed whether these developments could also attract German vacationers whose booking behavior is also changing.