In response to reports of unpleasant events that have involved some tourists visiting our city, the Comune di Roma (Rome Municipal Council), in conjunction with ATLazio (Regional Tourism Authority) has reacted by launching a communications campaign to stimulate a “welcoming culture” amongst locals, in particular those working in the tourism sector. The campaign aims to raise awareness among citizens that tourism is an important part of the city’s income and one with the potential to re-launch the economy of Rome and Lazio at large.
The “Rome loves tourists” campaign is running for the duration of October and is directed at everyone living in Rome but especially those who live, and work in the “City Centre”; it being the main reference point for visitors.
A real barman, a real taxi driver, a real hotel porter and a real chef are featured in communications, each offering advice, suggestions and requesting their namesakes to behave in a professional fashion.

Leaflets have been made available in hotel receptions and posters have been put up across the region and in every metro station, on taxis and on buses.

We would like to remind all Romans it is in their own interest to do everything possible to ensure each and every tourist finds the warmest welcome and that on returning to their country they only have positive stories about their Roman holiday to tell all their friends.
Treating a tourist poorly is by definition going against your own interests!