The Colosseum, one of Rome’s most famous landmarks, is at the center of a heated debate—not over ancient gladiatorial combat, but over modern-day tourism and cultural preservation. Airbnb’s proposal to host a gladiator-themed event in the historic venue has sparked criticism from Roman officials, who are concerned about the commercialization of the UNESCO World Heritage site.
The underlying question is simple: Is Rome in danger of becoming a kind of “Disneyland,” as the local government seems to fear? The question is delicate, especially because of overtourism.
What has happened? Airbnb, in collaboration with the Colosseum Archaeological Park, has announced a promotional campaign coinciding with the release of Ridley Scott’s Gladiator II. The event would allow 16 participants, along with their guests, to experience life as gladiators in the Roman arena.
Gladiators in the Colosseum? That’s right. The experience, scheduled for May 2025, would include descending into the Hypogeum, donning gladiatorial armor, and walking through the Colosseum illuminated by torchlight. Those selected to participate will feel like fighters from the time of Maximus Decimus or Lucius Verus.
“Savor the symphony of swords and shields as seasoned gladiators engage in a thrilling showdown for your benefit. You must study them – for your turn will soon follow,” Airbnb states. “Unleash your inner gladiator,” the platform proclaims in its campaign.
How is this possible? The event is part of a €1.5 million ($1.6 million) sponsorship agreement between Airbnb and the Colosseum Archaeological Park. According to the Associated Press, the funds will support educational programs on the history of the Colosseum and gladiators. The initiative is one of several aimed at supporting the Colosseum, including a partnership with luxury brand Tod’s to fund restoration efforts. Airbnb has described its campaign as promoting “more conscious tourism.”
According to Airbnb, people interested in signing up for the campaign can do so between Nov. 27 and Dec. 9. The platform will select the new “gladiators” by lottery. It will also organize two “experiences” of three hours each in the Colosseum between May 7 and 8 next year, each for eight people with a companion. As Variety reports, Paramount Pictures, the distributor of Gladiator II, is also involved.
A controversial proposal. The initiative hasn’t pleased everyone, especially in Rome. Some people have already raised their voices to question whether it’s a good idea. One of the loudest and most emphatic has been Rome’s cultural councillor Massimiliano Smeriglio.
“The news of a gladiatorial show inside the Colosseum leaves us perplexed, to say the least,” Smeriglio said on Instagram, according to an English translation provided by Google. “We understand the Superintendent’s need to reinforce the meritorious work of conservation and restoration, but with this initiative, a principle of commodification and consumption of culture is again confirmed,” he added.
In his opinion, “the problem” isn’t the relationship between the public and private sectors or the brands’ involvement in protecting and preserving heritage. In a statement to CNN, Smeriglio emphasized: “We must avoid a demeaning use of our historical-artistic heritage, especially when it comes to a monument that is unique in the world like the Colosseum.”
Archaeological site or theme park? That’s another question that some critics of the Airbnb initiative, including Smeriglio, have left unanswered. Enzo Foschi, a politician from the Roman Democratic Party, also has concerns: “We are not in Disneyland, we are in Rome. Every now and then, someone seems to forget it.”
Others have been more direct in their disapproval. Alberto Campanilla, coordinator of the organization Nonna Roma, called the campaign a “disgrace” and a symptom of “touristification.” He pointed out the broader impact of platforms like Airbnb on Rome’s housing crisis, arguing that they “are literally driving people out of not only the city center but also the outskirts and suburban neighborhoods.”
Erica Battaglia, president of Rome’s Cultural Commission, emphasized the need to balance accessibility and preservation: “For what it represents, the Colosseum is a world heritage site, and we must aim to protect it while ensuring it is accessible to all. We cannot allow it to become a playground for a privileged few.”
Is everyone against it? No. The campaign has its defenders. Federico Mollicone, a lawmaker from Brothers of Italy, the party of Prime Minister Giorgia Meloni, expressed support for the partnership. “We reiterate our absolute favor for agreements between public and private entities in culture, provided that they support initiatives of scientific and cultural value approved by the Ministry of Culture,” Mollicone said.
And what does Airbnb say? Airbnb has also defended the initiative, framing it as part of a larger commitment to heritage tourism. “These special experiences at the Colosseum follow a series of measures and commitments by the platform to revitalize heritage tourism in Europe, including donations exceeding $10 million,” Airbnb stated.
“As part of this program, Airbnb is offering its support to the restoration and enhancement of Colosseum’s heritage, including an ongoing project to restore the permanent exhibition at the Colosseum,” it said. The Colosseum Archaeological Park, meanwhile, assured the public that the event would take place outside normal visiting hours, minimizing disruption to daily operations.
Does context matter? Yes, it does. Regardless of whether Airbnb’s gladiator-themed performance is seen as an act of cultural promotion or a step toward turning a historic monument into a theme park, the initiative emerges within a challenging context for Italy’s tourism industry.
Cities like Rome, Venice, and Florence are grappling with overtourism, prompting local authorities to implement measures aimed at managing visitor numbers and preserving the integrity of their heritage sites.
Image | Nicholas Martinelli (Unsplash)
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