Main ticket seller, tour companies fined $21m for Colosseum pricing
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Italy's antitrust watchdog says the price-fixing methods, which included the use of software bots to stockpile tickets and resell them at higher rates, rendered it "essentially impossible" to purchase tickets online.
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Police escorts and cars wait for spouses of world leaders attending the G20 summit who visited the Colosseum, rear, in Rome, Saturday, Oct. 30, 2021 (AP Photo/Alessandra Tarantino)
An Italian ticketing business and six tour operators have been fined about €20 million ($21.91 million) for unlawful tactics that made it impossible for ordinary customers to see Rome's Colosseum at the normal price, The Guardian reported on Tuesday.
AGCM, Italy's antitrust watchdog, stated that the methods, which included the use of software bots to stockpile tickets and resell them at higher rates, rendered it "essentially impossible" to purchase tickets online for the website.
The Colosseum is one of the most famous landmarks in the world. By 2024, more than 12 million individuals had visited it.
AGCM said that it has penalized CoopCulture €7 million for "knowingly contributing to the substantial and prolonged unavailability" of standard-priced tickets from 1997 to 2024.
CoopCulture "failed to take adequate steps to counter automated ticket hoarding," according to AGCM's statement. "On the other, it kept a sizeable share of tickets for bundled sales tied to its own educational tours, which generated considerable profits."
Customers were compelled to turn to tour operators and internet platforms, which resold tickets at higher prices and bundled them with extra services like guided tours, hotel pickups, and priority entry.
The balance of the penalties was levied on six tour operators operating in Italy, Germany, the Netherlands, and Ireland, who purchased tickets in bulk using software bots and other techniques, leading to their quick removal from CoopCulture's website.
According to AGCM, "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 authorities did not reveal how much people paid to enter the Colosseum due to the unlawful tactics.
The historic site's website, which is run by Italy's Cultural Ministry, sets the standard adult entrance price as €18, allowing visitors 20 minutes to examine the amphitheater's main level.
A "full experience" ticket costs €24 and grants entrance to the Colosseum archeological area, which includes the Forum ruins and the Palatine Hill.
