Going to the beach in Europe is becoming increasingly expensive. And it’s not just hotels, flights or restaurants — even renting one umbrella and two sunbeds has become a major expense. According to the latest Altroconsumo survey, beach club prices have risen by 6% compared to 2025 and by 24% over the past five years.
What stands out most is the widening gap between premium and budget destinations. In some Mediterranean hotspots, one week in the front row now easily exceeds €350, while in other areas it remains below €120.
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Italy: Alassio remains the most expensive
Italy continues to rank among the priciest beach markets in Europe, especially in luxury destinations. The standout case is Alassio, which remains the country’s most expensive beach resort in 2026.
Most expensive:
- Alassio: €340/week
- Gallipoli: €295
- Alghero: €287
Cheapest:
- Lignano Sabbiadoro: €157
- Rimini: €158
- Senigallia: €159
Italy’s price surge is notable for its speed and consistency.
France: the Riviera remains luxury territory
The French Riviera continues to dominate Europe’s luxury beach scene. In Saint-Tropez, Cannes and Nice, beach prices often exceed even Italy’s premium rates.
Most expensive:
- Saint-Tropez: €180–250/day
- Cannes: €120–180/day
Cheapest:
- Montpellier coast: €25–40/day
- Sète: €30–45/day
Premium services such as private cabanas, luxury dining and exclusive clubs heavily influence prices.
Spain: Marbella leads, Valencia offers savings
Spain shows a sharp contrast between glamorous and affordable destinations. Marbella remains the country’s most expensive beach destination thanks to strong international demand.
Most expensive:
- Marbella: €80–140/day
- Ibiza: €70–130/day
Cheapest:
- Valencia: €18–30/day
- Alicante: €20–35/day
Overall, Spain remains more affordable than France and Italy.
Greece: Mykonos breaks the scale
Greece continues to offer a split market. On one side are ultra-luxury islands; on the other, highly affordable coastal destinations.
Most expensive:
- Mykonos: €120–180/day
- Santorini: €70–120/day
Cheapest:
- Crete: €15–25/day
- Paros: €20–35/day
Mykonos remains the symbol of luxury excess, with some VIP clubs exceeding €300 per day.
Croatia and Montenegro remain affordable
Croatia and Montenegro continue to attract tourists looking for good value for money without sacrificing beach quality.
Most expensive:
- Hvar: €50–90/day
- Dubrovnik: €45–80/day
Cheapest:
- Split: €15–25/day
- Budva: €18–30/day
These destinations are increasingly popular precisely because of their competitive prices.
Where is it most expensive — and where is it worth it?
Looking across the Mediterranean, the ranking of the most expensive beaches in 2026 is fairly clear:
Top 5 most expensive
- Saint-Tropez
- Mykonos
- Alassio
- Marbella
- Cannes
Top 5 cheapest
- Crete
- Split
- Valencia
- Lignano Sabbiadoro
- Budva
The overall impression is clear: beach holidays are increasingly becoming a premium luxury, especially in Europe’s most iconic destinations. In some cases, one week under an umbrella now costs almost as much as a long-haul flight.
