The Colosseum in Rome is once again the scene of a heated fight. Although this time it’s not gladiators and Amazons fighting for copper. No. The conflict on the doorstep of 2025 is being waged by very different opponents: the Airbnb platform, the Colosseum Archaeological Park and some local leaders from the Italian capital. Another perversion of history is that the cause of the dispute in this case was the construction of the Colosseum. More precisely, where are the limits (if any) when it comes to promoting and stimulating tourism in Rome?

The basic question is very simple: is Rome at risk of becoming a kind of “Disneyland”, as the local government fears? The problem is complicated. First of all, because it coincides with the no less thorny debate overtourism.

What happened? Airbnb has reached an agreement with the Colosseum Archaeological Park to run an engaging promotional campaign focusing on the Flavian Amphitheatre. Leveraging the hook of Ridley Scott’s new movie, the platform will allow a group of 16 lucky people (each with their own friend) to feel like real gladiators in the Roman arena.

Really.

Gladiators in the Colosseum? That’s right, in mid-2025. At the beginning of May, selected individuals will be able to participate in an experience in the Colosseum that will make them feel like warriors from the time of Máximo Décimo or Lucio Vero. After sunset, they will be received by their patrons, go down to the hypogeum, put on their armor, tour the Colosseum illuminated by torches and, of course, they will be able to “test their courage”.

“Enjoy the symphony of swords and shields as gladiators face off in a thrilling duel. You should examine them because it will be your turn soon,” says Airbnb. Their advice is certainly tempting: “Unleash your inner gladiator.”

How is this possible? Thanks to a 1.5 million euro sponsorship agreement signed between Airbnb and the Colosseum Archaeological Park, the supporters of this agreement aim precisely to promote “more conscious tourism”. The Associated Press states that the aim is to revamp an educational program at the ancient Flavian Amphitheatre, focusing on the history of the venue and gladiators, capitalizing on the appeal of ‘Gladiator II’. They explain that the Airbnb in the park deal is just one of different agreements supporting projects at the Coliseum, such as the agreement with Tod’s to improve the monument.

In a statement to announce the initiative, Airbnb announced that those who want to sign up for the campaign can do so between November 27 and December 9. New “gladiators” will be chosen by lot from all of them. The platform will organize two three-hour “experiences” for eight people, each accompanied by one guest, at the Colosseum between May 7-8 next year. Variety notes that Airbnb has the participation of Paramount Pictures, the distributor of Scott’s film.

Promotion or “commoditization”? That’s the key. Not everyone liked this initiative. Especially in Rome, where there are people raising their voices to question whether this is a good idea. One of the most vocal and emphatic was the city’s cultural advisor, Massimiliano Smeriglio, who even expressed his discomfort on social networks.

“We are stunned by the news, to say the least,” he admits. “We understand the need to strengthen the valuable conservation and restoration work of the Inspectorate, but this initiative once again confirms the principle of commercialization and consumption.”

According to him, the “problem” is not the relationship between the public and private sectors or the involvement of brands in the protection and preservation of heritage. No. From his point of view, the key is completely different, says a statement sent to CNN Smeriglio: “Avoid using our historical-artistic heritage in a derogatory manner, especially when it is a monument that is unique in the world.”

Site or theme park? This is another of the questions left by some critics of the Airbnb initiative, including Smeriglio. “We cannot turn one of the world’s most important monuments into a theme park.” Politician Enzo Foschi of the ruling Democratic Party goes further, warning of the city’s risks: “We’re not in Disneyland, we’re in Rome. From time to time, people seem to forget that.”

Some used even harsher expressions. According to Alberto Campanilla, coordinator of the Nonna Roma organization, the campaign represents a direct “shame” and a kind of “touristization”. Alongside the measure, he regrets that the work of platforms focused on tourist rentals, such as Airbnb, “is literally driving people away not only from the center of Rome, but also from its outskirts and suburban neighbourhoods.”

“The Colosseum is a world heritage site because of what it represents, and we need to move in the right direction to preserve it, but also make it accessible to everyone and prevent it from becoming a place of entertainment for a select few.” Erica Battaglia, President of the Rome Cultural Commission.

Is everyone against this? No. The campaign has supporters other than those responsible for Airbnb or the Colosseum. For example, the Brothers Italy, the party of Giorgia Meloni, have already emerged to defend both the agreement and its spirit.

“We reiterate our absolute support for reaching agreements in the field of culture through alliances or sponsorships between the public and private sectors, as long as initiatives with scientific and cultural value approved by the Ministry are supported,” said Federico Mollicone, Chairman of the Cultural Commission. he said. Member of the Lower House and Meloni’s party.

So what does Airbnb say? There is no debate about that either. In fact, they are proposing the Colosseum initiative as a continuation of the platform’s commitment. “These special experiences at the Colosseum follow a series of measures and commitments by the platform to stimulate heritage tourism in Europe, including donations worth more than ten million dollars to heritage across Europe,” the company said.

“As part of the program, Airbnb offers support for the restoration and development of the Colosseum heritage, including the project to restore the Colosseum’s permanent exhibition,” it notes. Colosseum Archaeological Park also claims that the show will be held outside the site’s visiting hours, so their daily lives should not be interfered with.

Does context matter? Yes. No matter how controversial Airbnb’s performance is, whether it is an act of promotion and development or a way to turn a unique site in the world into a simple theme park, the truth is that Airbnb’s campaign occurs in a particularly complex context for tourism. Italy.

Some cities in the country, such as Florence, Venice and Rome, have experienced a heavy influx of tourists, leading some authorities to take measures to alleviate overcrowding in these cities. Even the Executive himself has tabled the possibility of increasing and extending rates.

Picture | Mark Stuckey (Unsplash)

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