American Tourism as Empire: Rome's Gelato and Cold Brew

Francesco Pacifico's essay for The Dial examines American tourism in Rome as a form of cultural imperialism. He describes an American family's 30-question gelato order, a trio disappointed by the lack of cold brew, and a local businessman's new 'borghetto di merda' (shitty little village) catering to tourists. Pacifico argues that American tourists act as an 'intelligence army,' assigning value to places, while locals become non-player characters in their videogame of knowledge. He links tourism to real estate speculation, data collection (Palantir), and the erasure of local character. The essay reflects on Italy's postwar reliance on American validation, from the Marshall Plan to 'made in Italy' branding. Pacifico withholds descriptions of specific bars to avoid fueling gentrification. He concludes that everyone is now an American tourist, chasing Pinterest aesthetics and signaling desires that businessmen fulfill.