Those who resist, keeping the 2023 prices unchanged, those who are forced to adjust them (up to a plus twenty percent), with more evident repercussions, especially on daily rents. On summer’s eve, we return to looking at the sea, at Versilia, the most popular among the fast-consuming destinations in the Florence-Prato-Pistoia metropolitan area. The door-to-door telephone call in search of offers ideally starts from Viareggio and reaches as far as Marina di Massa, calling up those establishments that we have casually taken as a parameter for a couple of years. A photograph therefore not exhaustive of the coast, but which certainly gives the idea of a trend. Darsena of Viareggio, Bagno Teresa. Prices remain unchanged compared to 2023: the request for an umbrella with two deckchairs and a sunbed in the months of June and September is 35 euros per day (25 for the two deckchairs option), 40 for the remaining season. The seasonal solution is currently on offer and is one of the most advantageous encountered, 1,150 euros for an umbrella with two deckchairs which becomes 2,200 for a tent, but, they specify from the bathroom, “we can meet every need”.
Prices also remain unchanged at Bagno Amelia, Terrazza della Repubblica in Viareggio, with daily tickets from 25 euros and 1,900 for the entire season, “with a welcome discount of 200 euros to add”. From 25 to 27 euros is the increase recorded on a daily ticket in June at Bagno Corallo, Viareggio, where the increase also affects the weekly option (180 euros, ten more than in 2023), the monthly one in June (650 euros per front of the ‘old’ 600), as well as for the high season option, with “plus” 5 euros on the request per day, “plus” 30 euros on the week, “plus” 50 euros on the fortnightly and monthly. The request for the entire season remains unchanged, at 2,100 euros for a standard workstation. The seasonal offer is also competitive at Bagno Duilio, still Viareggio (1,350 euros without cabin, 1,600 if you opt for the gazebo), where the demand per day remains stable (28 euros). Here as elsewhere, extended rent is called convenience: one week in June, priced at 110 euros, is enough to save your wallet. We continue up the coast, stopping in Città Giardino, near Principe di Piemonte, to indulge in a dream. We are at Teresita, where enjoying the entire summer – gazebo overlooking the sea, private cabin, beach towels and use of the pool – costs 8,250 euros. The request for the daily rental of a gazebo with use of the same services is stable at 60 euros per person (under 10s at 30 euros). The daily request for an umbrella at Bagno Aretusa in Marina di Pietrasanta has increased by 5 euros compared to last year, where 30 euros are spent in the low season, 35 in the “hot” months. Season? 1,550 euros for the basic accommodation, up to 2,900 for the top of the range. Even at Bagno Firenze in Tonfano (where in addition to the place on the beach you benefit from a swimming pool, hydromassage, water aerobics, wi-fi and satellite TV) here is the increase: a place for one day in June costs 50 euros (40 in 2023), 60 euros same rent in high season (50 euros in 2023). No changes at the Bagno Internazionale di Tonfano where a day ticket, including holidays and days before holidays, costs 35 euros (40 in high season), with attractive prices if the rental is extended, just as the price list of the Riviera di Marina di Pietrasanta bathing establishment does not change (30 euros, 35 and 40 on a Saturday or Sunday in June, July and August respectively; 10 euro discount if the rental lasts two days). Here in Forte dei Marmi, where exclusivity weighs on the price, even if in ‘our’ two establishments everything remains as it will in 2023. At Bagno Flavio a tent on a Saturday in June cost and still costs 75 euros. Prices for the month fluctuate depending on the period and the options chosen between 1,400 euros and 2,800 euros, with the full season between 5,000 and 5,600 euros. At Bagno Milano the same prices as in 2022 and ’23, 60 euros for a day ticket in low season. Be careful: the high season here arrives earlier (June 15th) and ends later (September 15th). Final stop in Marina di Massa where you can breathe again, with prices for all budgets starting from 18 euros – Nuovo Lido Toscana or Bagno Maddalena – with the full season option at ‘popular’ prices, 1,150 euros.
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