Rivista di Scienze del Turismo – 2/2010 http://www.ledonline.it/Rivista-Scienze-Turismo/ 381 URBAN TOURISM IN THE CONTEXT OF THE GLOBAL ECONOMIC CRISIS THE EXAMPLE OF THE CITY OF ROME Armando Montanari Sapienza Università di Roma, Department of European and Intercultural Studies armando.montanari@uniroma1.it Abstract Rome is a particularly significant example, as the city primarily atracts international tourists. Tourism to Rome has not been markedly affected by the international economic crisis, and in fact growth took off again from the second half of 2009 largely because of foreign tourists. This essay examines the renewed growth of tourism in the light of job losses and the policies the authorities wish to implement to consolidate growth. The author proposes to apply the principles of ecotourism to Rome, with visitors encouraged to behave as they would in a large protected area whose cultural diversity represents its biodiversity more extensively. Introduction Any tourism-related policy or initiative must take stock of the economic recession that started in 2008 and the lack of funding from the financial markets. International tourism demand is waning; some people have given up holidays altogether, while those who can aford to travel try to spend as litle as possible on their tickets and stay. Many holidaymak- ers now prefer to travel closer to home and take a holiday in their own countries, and cut out the middleman by buying their tickets online. It is clear that many changes are underway and that tourism demand and supply will emerge considerably altered from the crisis. The point is therefore to identify those who have benefited most from the crisis