“The operators benefited from the constant unavailability of tickets.”
Italy’s antitrust authority, AGCM, has fined the Colosseum’s former ticketing company and six tour operators €20 million ($21.7 million) for illegal practices that made it nearly impossible for visitors to buy standard tickets to the ancient monument at face value.
The investigation, launched in July 2023, followed complaints from tourists who said they couldn’t purchase tickets to the Colosseum at the official price. AGCM found that CoopCulture—the company responsible for official ticket sales from 1997 to 2024—contributed to the scarcity of standard tickets. The company was fined €7 million ($7.72 million) for enabling unfair hoarding and reserving tickets for its own profitable tours.
“On the one hand, CoopCulture failed to take adequate steps to counter automated ticket hoarding. On the other, it kept a sizeable share of tickets for bundled sales tied to its own educational tours, which generated considerable profits,” the AGCM said in a statement.
The remaining fines were issued to six tour operators from Italy, Germany, Ireland, and the Netherlands: Tiqets International BV, Walks LLC, GetYourGuide, Italy With Family S.r.l., Musement S.p.A., and City Wonders Limited.
According to the AGCM, these companies used bots to bulk-purchase tickets and then resold them at inflated prices by bundling them with add-ons like guided tours and priority access. As a result, tourists were often unable to purchase the standard €18 ticket and were forced to pay more for bundled services.
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“The operators benefited from the constant unavailability of tickets, which left consumers seeking access to the Colosseum with no choice but to purchase them through these channels—often at much higher prices due to the bundling with additional services offered either directly or via other operators,” the statement said.
GetYourGuide denied the allegations, calling the ruling “unfounded and far removed from the facts.” The company added that it will “defend the integrity of its operators.”
Located in the heart of the city, the Roman Colosseum is one of Italy’s most iconic landmarks. The archaeological marvel drew 12.3 million visitors in 2023, making it the most visited monument in the country. Commissioned between AD 70 and 72 by Emperor Vespasian, the Colosseum opened in AD 80 with 100 days of games, performances, and gladiator fights.
Once an active amphitheater that held up to 50,000 spectators, it continues to fascinate tourists—and even royalty. King Charles and Queen Camilla, currently in Italy on a state visit, toured the 2,000-year-old monument this week.
Airbnb recently announced a gladiator-style event at the Colosseum scheduled for May 7–8, 2025. The stunt drew criticism from locals who said it turned the historic site into a theme park.
Meanwhile, Italy is preparing for a massive influx of visitors this summer as the country hosts the Catholic Jubilee. As many as 32 million pilgrims are expected in Rome. If you’re planning to visit, be sure to book ahead—and consider skipping overtouristed destinations like Venice.
Related: The 10 Best Ancient Sites in Rome
