A day at the beach is becoming a luxury in Greece, as the cost of renting a sunbed and umbrella has skyrocketed to record highs this summer. The rising prices are among the reasons why one in two citizens reportedly will not take a vacation this year.

In Vouliagmeni, one of the most popular coastal areas near Athens, a weekend set with two sunbeds and an umbrella in the front row can reach €235. When adding parking fees and the required minimum consumption, the total can climb to as much as €340 for a single day at the beach.

“It will cost us around €50–60 just for today,” one beachgoer said. Another added, “If you eat, drink, and spend the whole day here, you’ll easily pay €100.”

The steep costs are not limited to Vouliagmeni. In Glyfada, another upscale seaside district, the same set costs around €140, while even in Marathonas — considered a more affordable option — weekend prices still reach €50.

For families with young children, the expense increases dramatically, making a seaside outing prohibitive for many. Critics argue that the prices are disproportionate to average salaries, turning what was once a simple pleasure into an unaffordable luxury.

For thousands of Greeks, the only alternative is the free beach. With a mat, a personal umbrella, and no mandatory fees, swimming remains possible without draining the household budget.