Italian coastal towns face uneven summer tourism season

Rimini’s summer tourism is under pressure, with hotel operators reporting low occupancy during weekdays and unusually low room rates. Marketing expert Mauro Santinato warned that “Rimini, smettiamola di raccontarci che va tutto bene” and highlighted a shift in visitor preferences.

In the Emilia‑Romagna Apennines, tourism is rising. Arrivals in the first four months of 2026 grew 6.36% and overnight stays 5.29% year‑on‑year. Regional authorities cite recent investments of more than €40 million in mountain attractions and an additional €18 million budget allocation to support nine internal zones.

On the Adriatic coast, Pula’s summer population swelled from about 7,400 residents to roughly 45,000 visitors. Mayor Walter Cabasino said the city’s 80 % recycling rate is “an excellent result,” but warned that littering on streets and insufficient beach bins are stressing waste‑collection services.