Rome is a particularly significant example, as the city primarily attracts 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.