In a partnership aimed at promoting what it describes as 'conscious tourism,' Airbnb has signed a $1.5 million deal with Rome's Colosseum to sponsor a series of staged gladiator fights.
The sponsorship, announced this week, will fund an educational program on the history of the ancient amphitheater, which will culminate in an exclusive experience for eight Airbnb guests and their companions on May 7-8, 2024.
The chosen participants, selected via a lottery, will have the opportunity to reenact gladiatorial combat beneath the Colosseum's iconic arches, following the same underground route once taken by the legendary fighters of Rome.
Participants will also gain access to a guided tour of the Colosseum's subterranean areas.
Why Is Airbnb's Gladiator Experience Controversial?
The deal aligns with the release of Ridley Scott's "Gladiator II", a film set to open in Italy this week, though it's unclear whether the Colosseum event is directly tied to the movie's release.
While the initiative is being framed as a creative way to engage visitors and raise funds for the Colosseum's ongoing preservation, the arrangement has drawn criticism, with some questioning the appropriateness of using such a historic site as a backdrop for commercialized experiences.
Housing activists have accused Airbnb of exacerbating the issues of over-tourism and affordable housing shortages, pointing to the platform's role in driving up rental prices across major cities, including Rome.
"Airbnb and other short-term rental platforms are literally driving residents out of entire neighborhoods, from historic centers to suburban districts," said Alberto Campailla, coordinator of the nonprofit Nonna Roma, which focuses on housing and food insecurity.
How Old Is Rome's Colosseum?
Tourists also expressed concern about the shift in focus from cultural heritage to consumer-driven spectacle.
Jaime Montero, visiting from Madrid, said "The Colosseum is a symbol of Rome's ancient past, not an amusement park. This kind of commercialization erodes the essence of cities like this, turning them into mere attractions."
Salvatore Di Matteo, visiting from Naples, called the sponsorship a "takeover of the territory by large corporations." He said "If they start touching sacred monuments like the Colosseum, it's a worrying precedent for how we treat our cultural heritage."
The Colosseum, built in the 1st century A.D., remains one of the most important and well-preserved ancient structures in the world.
Why Is Sustainable Tourism Important?
Once the center of public entertainment in Rome, the Colosseum hosted gladiatorial games, animal hunts, and other spectacles until the 6th century.
Today, it stands as one of the most visited tourist attractions in the world, drawing millions of visitors each year.
Despite the backlash, Colosseum Superintendent Alfonsina Russo defended the Airbnb partnership, suggesting that such sponsorships are necessary to support the upkeep of the monument.
He said: "This agreement, like others in the past, helps finance vital projects at the Colosseum."
While the deal is framed as being a part of efforts to reinvigorate the Colosseum and attract more sustainable tourism, its critics argue that the commercialization of cultural heritage sites is a dangerous trend—one that threatens the integrity of the monuments themselves and may alienate communities from their own historical landmarks.
This article contains additional reporting from The Associated Press
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