Italians are sounding the alarm. A new phenomenon is worrying the entire industry.

After years of record-breaking Italian tourism and growing customer numbers, a new phenomenon is emerging this year: emptying paid beaches. In June and July, the number of people visiting paid beaches was 30 percent lower than a year ago. Hotel bookings are also declining.

This is the result of high umbrella and sunbed rental prices – this is how consumer rights organizations explain the current situation. A family's day at a paid beach costs a minimum of €30. In many popular holiday resorts, these prices are significantly higher.

That's why many people choose the so-called free beaches, of which there are significantly fewer in Italy - often one or two in a given town.

The current crisis situation affects many tourist regions, from the coastal strip in the capital Lazio to Tuscany, Emilia-Romagna and Puglia , public television RAI reported.

The beach industry federation reported a significant decline in the number of tourists and the money they spend. Representatives of the organization attribute the crisis to a decline in purchasing power and a reduced influx of foreign tourists due to the difficult international situation and economic uncertainty.

Beach prices are too high, have risen again, and are therefore unaffordable for most families, consumer organizations claim. They also cited beaches where a day's stay in luxury costs from several hundred to 1,500 euros.

Hotel owners also speak in the press about a decline in the number of guests compared to last year and an accumulation of weekend arrivals.

Tourism Minister Daniela Santanche stated that talking about a crisis is unnecessary alarmism. She expressed the opinion that the season is going well and that Italy is more competitive than other countries in the Mediterranean basin.

From Rome Sylwia Wysocka