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

ETOA members with a presence in Rome came together on 22 September 2026 to share perspectives on the season ahead and discuss opportunities for organised tourism. The group exchanged views on a range of practical issues affecting the visitor experience, including bookings at key attractions, future plans for coach access, guiding regulations, AI-supported translation testing and developments in guide services.

A key theme was the importance of continued dialogue between the travel industry and local stakeholders, alongside greater recognition of the positive contribution that organised tourism brings to Rome and Italy more broadly.

On 17 February 2026, ETOA met online with local operators to discuss the outlook for the season and key challenges in Italy.
While demand is stronger than in 2025, particularly for FIT and leisure groups, operators highlighted increasing pressures around attraction access, ticketing changes, coach permits, and guide availability. The discussion reinforced the need for better coordination between public authorities and the tourism sector to improve access and visitor flow in Italian destinations.