Rome isn’t Disneyland. But more and more, it feels like someone’s trying to Disneyfy it. The creeping disneyfication of the Eternal City is turning it glossy, simplified, and hollowed out — like it’s being made more marketable than meaningful.
At ETukTours Rome, we ride through its streets every day. We see the tension up close. Rome is transforming, and not always for the better. A city that once wore its centuries proudly now feels like it’s being wrapped in souvenir plastic. And it’s not just about aesthetics — it’s about identity. What kind of city are we leaving for future Romans? What kind of experience are we giving to visitors?
What disneyfication is doing to Rome
Rome has always drawn people in — emperors, artists, poets, dreamers. And now, influencers, cruise ships, and selfie sticks. The city still casts its spell, but lately, it’s getting harder to hear the heartbeat underneath the footsteps.
Walk through Trastevere in the morning, and instead of the smell of bread from a forno, you’ll catch the scent of takeaway waffles. Wander past the Spanish Steps, and try to find a bench where locals used to sit — many are blocked off now, guarded by signs reminding people not to snack.
The idea of turning the Colosseum into a live-action gladiator arena — yes, this was seriously proposed — shows how far we’ve come from reverence to reenactment. What’s next? A water slide through the Roman Forum?
We’re watching a slow, subtle erosion. Not of monuments, but of meaning.
What disneyfication really means
Disneyfication doesn’t mean just selling keychains or wearing sandals with socks. It’s a cultural overhaul. It’s when a city reshapes itself to be liked, rather than lived in.
It smooths over the cracks, sanitizes the messy, and transforms complexity into caricature. Think of it as a filter applied to an entire city — removing the shadows, polishing the rough edges, and adding background music.
But Rome’s beauty is in its contradictions. A perfect espresso served in a chipped cup. A Roman cat lounging on a fallen column. Political posters pasted over baroque palaces. It’s loud, chaotic, and emotional — and that’s the point.
When disneyfication takes over, we lose the imperfections that make the city real. Locals stop seeing themselves in their own neighborhoods. Traditions turn into performances. And visitors leave with a polished version of Rome, not the true one.
How tourism can uplift, not erase
At eTukTours Rome, we’re proud to offer an alternative. Tourism doesn’t have to flatten a place — it can deepen your understanding of it. It can even protect it.
We believe that how you explore a city matters. Here’s what we do differently:
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We keep it small and personal
No megaphones. No herds. Just quiet, electric tuk-tuks gliding through the streets, so you can hear the sounds of the city, not just your guide. -
We tell real stories
Not just textbook facts, but the layered narratives that shape each neighborhood — from ancient ruins to street art, from pagan rituals to 20th-century protests. -
We support local life
Our guides live here. We recommend family-run shops and cafés, not chains. And when we stop for a bite or a coffee, we take you where Romans actually go. -
We skip the plastic version
You won’t find us posing with fake gladiators. We don’t do “photo trap” stops. We take detours, we slow down, and we listen to what the city is really saying.
what you can do as a visitor
If you’re planning a trip to Rome — or already here — your choices shape the city’s future. That’s not an exaggeration. Here’s how to make those choices count:
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Be curious, not checklist-driven
Rome is more than 10 landmarks and a pizza. Ask questions. Wander beyond the center. Take a wrong turn. That’s where the magic hides. -
Choose experiences that respect the city
Look for tours and services that talk about sustainability, culture, and community — not just photo ops. -
Spend money where it matters
A handmade leather wallet from a 3rd-generation artisan is more than a souvenir — it’s a vote for craftsmanship. Eat where the locals eat, and tip your guides if they teach you something new. -
Remember you’re a guest
Rome isn’t a movie set. It’s a living, breathing city filled with people trying to go about their lives. Smile. Slow down. Don’t block traffic for that perfect shot. Show the kind of respect you’d want in your own hometown.
Rome deserves better — and so do you
Rome doesn’t need gladiator battles or overpriced pasta with tourist menus. It doesn’t need mini-Colosseums made in China. It doesn’t need more fences, signs, or corporate experiences.
What it does need is this: people who care. People who come here to learn, not just to consume. People who are okay with not understanding everything — because mystery is part of Rome’s charm.
At ETukTours Rome, we’re committed to keeping the real city alive. We don’t want to be part of the problem — we want to be part of the resistance. Against disneyfication. Against the flattening of culture. And in favor of a deeper, more soulful kind of travel.
If you want to see that Rome — the messy, majestic, unforgettable one — let’s go together. We’ll take the scenic route. And we’ll keep it real.
