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

Airbnb is facing backlash after partnering with the Roman Colosseum to revive gladiator "battles" as part of a promotional campaign for the Gladiator II film, with critics saying it trivialises the historic site.

Directed by Ridley Scott, the newly released historical action film follows Lucius, who, after his home is conquered by the tyrannical emperors ruling Rome, is compelled to enter the Colosseum.

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."

MARKETING-INTERACTIVE has reached out to Airbnb for a statement. 

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