Airbnb faces backlash over Gladiator ‘battles’ experience at Roman Colosseum

Airbnb has defended its partnership with the Roman Colosseum to revive gladiator "battles" to promote the film Gladiator II, after being criticised for trivialising the historic site.

In a conversation with MARKETING-INTERACTIVE, an Airbnb spokesperson said that the partnership with the Colosseum is part of its broader commitment to promoting European heritage, which has seen Airbnb invest over US$10 million in Europe over the past two years.

"We are proud to support the Colosseum’s ongoing conservation work to find new ways to inspire and educate visitors on the historical significance of this bygone era. In partnership with the museum’s archaeological team and professional reenactment associations, this historical gladiator experience has been sensitively recreated by bringing to life the drama and awe of gladiator fights during the time of the Roman empire," the spokesperson added.

From a cultural perspective, Alfonsina Russo, director of the Colosseum Archaeological Park said that the goal of the collaboration is to enhance the historical and cultural heritage of the Flavian Amphitheater through immersive activities that fully respect the monument, based on rigorous historical research. 

Additionally, Federico Mollicone, head of a parliamentary culture commission and a member of Giorgia Meloni’s Brothers of Italy party, said that they fully support agreements between public and private sectors in culture, such as partnerships or sponsorships, as long as they promote initiatives that have scientific and cultural value approved by the Ministry of Culture.

"In Europe, historical reenactments, including gladiatorial shows, are paid events held in arenas and Roman sites, entertaining thousands of people. In our case, they are even free, approved by the Superintendencies, and bring profitability to the monument. Historical reenactments represent an active policy of enhancing museum institutions and archaeological parks to encourage additional forms of tourism, while also contributing to education and scientific exploration."

This comes after Airbnb decided to partner with Roman Colosseum to launch a Gladiator "battles" experience as part of a promotional campaign for the newly released historical action film directed by Ridley Scott. The film tells the story of Lucius, who is compelled to enter the Colosseum after his home is conquered by the tyrannical emperors ruling Rome.

As part of this initiative, 16 guests will have the chance to experience life as a gladiator in ancient Rome for free on 7 and 8 2025. “Now, for the first time in nearly 2,000 years, the Colosseum returns to its original purpose as a venue for performances, inviting daring warriors to step foot inside the historic arena to forge their own paths and shape their destinies,” according to a statement by Airbnb.

The experience includes wearing full armour, participating in simulated battles, and exploring the underground facilities of the Colosseum.

“You will feel the adrenaline rush, the sand between your fingers, and the weight of your armor. You will hear the echoes of gladiators past in the Colosseum’s catacombs and the unmistakable clank of steel in its arena. You will see the moon’s reflection off the travertine stone through the sweat dripping down your face. You will become a gladiator.”

However, the partnership has faced criticism from city officials in Rome, who claimed that the campaign trivialises the historic significance of the site.

Italian politician Massimiliano Smeriglio has requested Airbnb’s CEO to cancel the tourist-gladiator show, stating in a Facebook post that it violates the principles of commodification and cultural consumption. “We can't turn one of the world's most important monuments into a theme park.”

“With a gesture like this the platform would become increasingly credited as a friend of Rome tutoring the unique artistic heritage in the world without turning it into a playground,” he added. 

Meanwhile, Erica Battaglia, president of Rome’s Culture Commission, has warned that the Colosseum is a world heritage site, emphasising the need to protect it while also ensuring it remains accessible to everyone, according to CNN.  She has also voiced concerns about preventing it from becoming a place of pranks for a select few. 

Enzo Foschi, a politician from the centre-left Democratic Party that currently governs Rome, has also condemned the Colosseum Archaeological Park, which is managed by the national cultural ministry, for accepting the Airbnb deal at a time when numerous Italian cities are grappling with overtourism, according to the report. 

According to Airbnb's release, the special experiences at the Colosseum follow a series of measures and commitments by the platform to revitalise heritage tourism in Europe, including donations to heritage across Europe for over US$10 million dollars. "As part of this programme, 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."

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