ETOA Rome
Working Group

Working groups provide opportunity for ETOA’s members and partners to cooperate on issues to do with the business environment for tourism in Europe. They are topic or destination focused. Activities can range from in-person meetings to ad hoc consultation and information sharing.

Their composition is not fixed and expressions of interest are welcome. We try to ensure access to insight from various business models and origin markets, and specialist expertise where applicable. For destination-focused groups, representatives from members’ local offices are especially valuable.

The Rome Working Group concentrates on access to key cultural sites by addressing challenges in booking, communication, and overall site management. Its primary focus areas include navigating complex ticketing rules, managing group visits, and coping with delays in updates regarding city access and the renewal of agreements. Ongoing inconsistencies in communication and evolving regulations underscore the need for stronger coordination with relevant institutions.

Topics generally discussed in the Rome working group:

• Coach Access and parking
• Group restrictions
• Attractions and ticketing
• Accommodation

In an effort to support a smooth operating environment, ETOA developed the document below to illustrate the different business models used by tourism operators, so that cultural attractions can better understand these models and develop effective distribution strategies suited to the current market.

ETOA 2023 Modelli di Business per attrazioni

On 18th September 2025 the Rome Working Group convened to review key operational and management challenges at major cultural sites, including St. Peter’s Basilica, the Colosseum, and the Vatican. Discussions focused on complex ticketing and deposit rules, group management and consistent application of business rules. The meeting highlighted the need for clearer communication, timely updates on 2026 agreements, and stronger coordination between institutions and the tourism industry.

On 19th February 2025 ETOA and local members held an online meeting to discuss key industry challenges in Italy, including booking system changes, rising ZTL costs, and accessibility concerns. The discussion covered the broader impact of overtourism, the need for structured alternative plans, and improved alignment between public and private sector.