ROME — For the first time in nearly 2,000 years, the Roman Colosseum will host gladiator fights — albeit staged — under a $1.5 million sponsorship deal with Airbnb. The initiative, announced Wednesday, aims to promote “a more conscious tourism” while sparking debate about the impact of short-term rental platforms on heritage sites and local communities.
The agreement will fund an educational program within the iconic amphitheater, focusing on its history and the lives of ancient gladiators. As part of the campaign, Airbnb will offer eight participants and their guests the chance to experience faux gladiator battles on May 7-8, 2024. Winners, chosen by lottery, will retrace the underground paths once used by Roman gladiators before stepping into the historic arena. Applications for the event open on November 27.
The project coincides with the release of Ridley Scott’s film Gladiators II, which premiered in Italy on Thursday. Alfonsina Russo, superintendent of the Colosseum Archaeological Park, emphasized that such partnerships are crucial to funding conservation efforts. “This sponsorship is one of many that support the maintenance and educational programs of the park,” Russo stated.
Mixed Reactions to Airbnb Collaboration
The campaign has drawn criticism from housing activists and some visitors, who argue that Airbnb's role in overtourism and housing shortages makes the partnership problematic. Alberto Campailla, coordinator of the Nonna Roma nonprofit, condemned the collaboration as a “disgrace,” accusing platforms like Airbnb of displacing residents and students from urban areas.
Jaime Montero, a tourist from Madrid, echoed these concerns, suggesting the event detracts from the Colosseum’s historical significance. “Tourism eats the essence of cities, here in Rome, as in other capitals,” Montero remarked. Similarly, Salvatore Di Matteo, visiting from Naples, called the deal “worrying,” adding, “If they start to touch sacred monuments such as the Colosseum, it’s something that should make us think.”
The Colosseum’s Role in Tourism and Preservation
The Colosseum, the largest ancient Roman amphitheater, was completed in the 1st century and served as a venue for public spectacles until the 6th century. It remains one of Italy’s most-visited landmarks, attracting millions annually.
Sponsorships have played a significant role in maintaining the site. The Italian fashion house Tod’s, for instance, financed a multimillion-dollar renovation that included cleaning the structure, updating its gates, and restoring its subterranean areas.
The Airbnb partnership highlights the ongoing tension between preserving cultural heritage and managing the demands of modern tourism. While the initiative promises to bring attention and funding to the historic site, critics argue it risks commodifying an irreplaceable piece of history.
