More and more beach lovers are relying on online bookings for beach establishments, and it is Rome, Venice and Salerno that dominate the ranking of the most popular provinces among Italian and international tourists. This is revealed by spiagge.it, a booking portal specializing in the beach and pool channel.

In July alone, the platform for booking umbrellas and loungers online and digitalizing beach establishment management registered 500 thousand bookings at partner facilities: 74% more than July 2025. The platform also reached 2 million sessions, confirming the growing digitalization of the sector. These numbers are particularly significant because they concern one of the central months of the season and come after a June already characterized by strong YoY growth of +43%. The gross value of bookings is also growing significantly, rising from €17.1 million to €28.2 million, an increase of 65% year-on-year.

Domestic demand remains the main engine of the season, but it is the international component that records the highest growth rate. Bookings made by Italian users rise from 250,000 to 430,000 with an increase of 74%, while those from abroad rise from 43,000 to 75,000, equal to +76%. Consequently, the share of international customers on total bookings increases from 14.8% in 2025 to 14.9% in 2026. And the United States confirms itself as the leading foreign market by volume, with 11,000 bookings and growth of 62%. Germany follows, reaching 8,500 bookings and registering an increase of 94%, and Switzerland, with 8,000 bookings, growing by 57%.

Demand from Northern Europe and from previously underserved markets is also particularly dynamic: the Netherlands record the highest increase, equal to 105%, followed by Canada (+97%), Belgium (+80%) and the United Kingdom (+79%). France also grows by 75%, while Austria registers an increase of 46%.

At territorial level, the province with the highest number of bookings in July is Rome, with 32,000 bookings and growth of 126% compared to the same period in 2025. Venice follows, with 26,000 bookings and an increase of 78%, and Salerno, which reaches 24,000, up 65%. The top five positions are completed by Naples, with 24,000 bookings (+26%), and Bari, with 22,000 (+79%).

Despite the increase in demand, a significant portion of operators chose continuity on the pricing front: more than 40% of the beach establishments analyzed maintained unchanged prices compared to 2025. The figure reflects the image of a sector that, despite a context of growing volumes, continues to pay attention to the affordability of its offerings and its relationship with customers.

“July represents the real test of the beach season and the results recorded this year confirm the solidity of growth already observed in June,” comments Gabriele Greco, CEO of Spiagge.it. “Favorable weather certainly supported demand, but the most significant figure is the growth in online bookings for partners who were already online in 2025. +38% of bookings managed online, a figure that highlights increasingly strong access to technology and the delegation to digital for end-to-end umbrella booking management. In addition to this, there is a particularly dynamic international component, which grows more than the Italian one and progressively expands its source markets. For operators, knowing in advance volumes, origins and customer habits means being able to better organize availability and services, maximizing every phase of the season.”