Airbnb to Host Gladiator Reenactments in Rome’s Colosseum, Sparking Debate Over $1.5 Million Sponsorship Deal.  

ROME (AP) — For the first time in nearly two millennia, the iconic Roman Colosseum will host staged gladiator fights as part of a $1.5 million sponsorship deal with Airbnb aimed at promoting “conscious tourism.” While the initiative seeks to celebrate the history of the ancient theatre, it has stirred mixed reactions among visitors and activists concerned about over-tourism and housing affordability.

Details of the Deal

Announced Wednesday by Airbnb and the Colosseum Archaeological Park, the sponsorship will fund the renewal of an educational program inside the Colosseum, focusing on its history and the lives of gladiators.  

As part of the agreement, eight Airbnb users and their guests will have the opportunity to participate in faux gladiator battles on May 7-8. These events will occur after the Colosseum’s closing hours and follow the ancient underground route used by gladiators to enter the arena. Applications for the experience, available at no cost, will open on November 27, with participants chosen via lottery.  

Superintendent Alfonsina Russo explained that the partnership coincides with the release of Ridley Scott’s Gladiator II, which premiered in Italy on Thursday. Russo described the arrangement as one of many collaborations designed to support ongoing projects at the Colosseum Archaeological Park. Similar sponsorships, such as the multimillion-euro renovation funded by Italian fashion brand Tod’s, have financed significant restorations of the ancient monument.

Public and Activist Reactions

The announcement has drawn criticism from housing advocates and tourists alike, raising concerns about the growing influence of corporate deals in shaping the identity of cultural heritage sites.

Alberto Campailla, the coordinator of the nonprofit Nonna Roma, criticized the partnership, labelling it a form of “touristification.” He argued that platforms like Airbnb contribute to the displacement of residents by driving up housing costs in city centres and suburban areas alike.  

“Airbnb and similar platforms are literally driving people out of not only the city centre but also the outskirts and suburban neighbourhoods,” Campanella said.

Tourist Perspectives

Visitors to the Colosseum expressed unease about the deal, suggesting it could undermine the monument’s historical and cultural integrity.  

“It seems to me that the purpose of the Colosseum today is to be a tourist attraction, not an amusement park,” said Jaime Montero, a tourist from Madrid. “Tourism often erodes the essence of cities, here in Rome and elsewhere.”  

Salvatore Di Matteo, visiting from Naples, echoed similar concerns. “This feels like yet another takeover of our heritage by big corporations. If even sacred monuments like the Colosseum are commercialized, it’s something we need to reflect on—and it’s quite troubling,” he said.

A Monument Steeped in History

Built-in the 1st century AD, the Colosseum is the largest theatre constructed by the ancient Romans. It served as a centre for popular entertainment, including gladiator games and wild animal hunts, until the 6th century. Today, it remains one of the most recognizable symbols of ancient Roman engineering and culture, attracting millions of visitors annually.

Balancing Preservation and Commercialization

While Airbnb and park officials have framed the partnership as a way to enhance public understanding of the Colosseum’s history, critics argue it raises broader questions about the commercialization of heritage sites. The debate highlights the delicate balance between preserving cultural landmarks and leveraging them to support modern tourism economies.  

The Colosseum’s new gladiator reenactments will undoubtedly draw global attention, but whether the initiative achieves its goal of promoting “conscious tourism” or sparks further backlash remains to be seen.