As the second weekend of August 2025 arrives, Italy finds itself at the crossroads of tradition and change in the world of summer travel. While nearly 13 million vehicles are expected to hit the country’s roads for the peak of the summer exodus, the reality awaiting many travelers at their usual seaside destinations is quite unlike the bustling scenes of years past. Instead, a surprising calm lingers over much of the Italian coastline, with empty sunbeds and shuttered umbrellas painting a new portrait of the nation’s beloved beach culture.
According to Il Mattino di Foggia, the Osservatorio Mobilità Stradale Anas projects 12.64 million vehicle movements this weekend alone, with tomorrow morning—August 9—forecasted as a dreaded ‘black traffic day.’ Outbound traffic is expected to surge toward both seaside and mountain resorts, as well as border crossings into France, Slovenia, and Croatia. Today’s afternoon and Sunday are classified as ‘red days,’ signaling heavy congestion for those journeying to and from their vacation spots. To ease the flow, Anas has suspended over 1,392 roadworks—more than 83% of all active sites—while heavy vehicle transit bans are in effect throughout the weekend.
Yet, for all the hustle on the highways, the beaches themselves tell a different story. As reported by Iconameteo.it, Italian beach resorts are grappling with a dramatic 20% to 30% drop in visitor numbers this summer, with regions like Calabria and Emilia-Romagna seeing declines as steep as 25%. Even iconic stretches such as Versilia have not been spared, registering an 18% to 20% dip compared to last year. Many establishments along the Lazio and southern Tuscan coasts have declared the season compromised since mid-July.
What’s behind this sudden shift? The causes are as layered as the sands themselves. July’s weather was notably unstable—temperatures swung wildly and rain was frequent, discouraging would-be sunbathers from committing to long seaside stays. But perhaps more pressing for many families is the relentless climb in prices. The cost of renting umbrellas, sunbeds, and indulging in beachside snacks has risen sharply, putting pressure on household budgets already strained by broader economic concerns. As the president of the Federazione dei balneari bluntly put it, “The crisis in purchasing power has heavily influenced the choices of the middle class.” Consumers, for their part, point directly to high prices as the main culprit for the empty beaches.
Interestingly, not all regions have been hit equally. While the likes of Calabria and Emilia-Romagna are feeling the pinch, parts of Sardinia and Puglia have managed to weather the storm. Their secret? A more diversified tourism offering and less prohibitive pricing, which have kept visitor numbers relatively steady. Still, the overall picture remains stark: beaches fill up on weekends, but from Monday to Friday, many are eerily quiet. This split is threatening the economic sustainability of beach establishments, as bar, restaurant, and equipment rental revenues plummet during the week. Some managers still hold out hope for a late-season rebound in August, but the mood is undeniably anxious.
Meanwhile, the mountains are experiencing an unexpected renaissance. Italians—long devoted to their seaside holidays—are now flocking to the Dolomites, the Alps, and hilly regions in droves. Cooler temperatures, lower costs, and a thirst for new outdoor experiences are drawing vacationers away from the coast. The result? A genuine boom for mountain tourism, as families and adventurers alike seek out dynamic holidays filled with hiking, cycling, and fresh air. As Iconameteo.it notes, this shift is redrawing the map of Italian summer travel, challenging the decades-old dominance of beach tourism and introducing a new paradigm centered on nature, relaxation, and active pursuits.
This transformation hasn’t gone unnoticed—or unchallenged. Operators, trade associations, and consumers are engaged in a heated debate about the causes and solutions for the beach sector’s woes. Some beach operators are calling for government support and highlighting the fierce competition from destinations like Greece and Spain, where prices and service quality are often perceived as more attractive. On the other hand, consumer groups and some high-profile figures have taken to social media to criticize what they see as excessive prices and inconsistent service standards at home. The summer of 2025 may well mark a turning point for Italian beach tourism, forcing a reckoning with both market realities and changing traveler expectations.
Yet, while Italy’s traditional beach resorts struggle, other corners of the Mediterranean are seizing the moment. The Saudi Red Sea coast, for example, is emerging as a compelling alternative for those seeking sun, sea, and adventure. As highlighted in a recent feature, the Red Sea area of Saudi Arabia boasts over 1,800 kilometers of stunning coastline, dozens of pristine islands, and some of the world’s most diverse marine environments. Unlike the crowded beaches of Europe, the Saudi coast remains largely untouched by mass tourism, promising immersive and rejuvenating experiences for intrepid travelers.
The journey begins at the newly opened Red Sea International Airport, whose architecture echoes the surrounding sand dunes. From there, visitors are whisked away to a world of possibilities: island hopping, snorkeling among vibrant coral reefs, and exploring the coastline’s hidden gems. The region’s Dark Skies initiative means that, at night, guests can gaze at a star-studded sky almost untouched by light pollution—an increasingly rare luxury. Local astrologers organize guided stargazing outings, while hotels offer gourmet dinners under the celestial canopy.
Diving enthusiasts are spoiled for choice, with more than 500 sites to explore. Shebara stands out in particular, offering everything from snorkeling lessons to deep and night dives, as well as private boat trips for those seeking a more exclusive adventure. For relaxation, the Shebara Spa delivers a fusion of luxury and local inspiration: think moonlit massages with meteorite-infused oils, treatments featuring Tahitian black pearl and green caviar, and open-air meditation sessions in sparkling domes set between sea and desert.
Nature lovers can paddle through the region’s hidden mangroves on eco-kayak tours, gliding past ancient roots and listening for the distant calls of herons. Cultural immersion is also on offer, from learning the art of Areesh construction and palm weaving to falconry shows, camel riding, and archery. And for adrenaline seekers, Desert Rock provides a playground of climbing walls, ziplines, and vertiginous trails—an emerging hotspot for outdoor sports enthusiasts.
Back in Italy, the contrast is striking. As the nation’s highways groan under the weight of millions of vacationers, the destinations they seek are shifting—sometimes to the mountains, sometimes abroad, and sometimes to new frontiers like the Red Sea. The summer of 2025 is shaping up to be a season of change, one that may well redefine what it means to escape, to explore, and to relax under the Mediterranean sun.
For travelers and tourism operators alike, the message is clear: adaptation is no longer optional, and the future of summer holidays may look very different from the past.
