Are we re-evaluating Rome?

In the past, Milan has often been referred to as the “moral capital” of the country, criticizing Rome and highlighting the rivalry—sometimes implicit, sometimes explicit—between the two cities. This expression was used to talk about how, about a decade ago, Milan was establishing itself over Rome as the de facto leader—economically and culturally—of Italy, albeit unofficially. During the same period, the issue of Rome's decline dominated the debate, becoming almost a cliché over time—albeit sometimes well-founded. Indeed, Rome's situation has been particularly challenging for a long time, mainly due to issues in public transportation and waste management, exacerbated by the city's vast size. However, the situation has not always been this way. In fact, at the beginning of the 2000s, the capital was experiencing a period of great dynamism, while the Lombard capital was in a phase of stagnation. Today, Milan is Italy’s most attractive city, but Rome is catching up. In the overall ranking of the Quality of Life 2024 compiled by the economic daily ItaliaOggi, Rome has climbed nine places compared to last year, ranking 24th (Milan is first, while in 2023 it was second). Among the more than 100 Italian provinces, Rome is among the top 15 with the most significant positional change.

A sign of the capital’s greater dynamism is evident in its overall cultural scene, which is becoming quite lively again. In terms of the music scene, for instance, Rome boasts at least two major festivals that have institutionalized themselves over the years, becoming highly sought-after events. These are Spring Attitude and Videocittà: their respective 2024 editions both sold out, drawing tens of thousands of attendees. Among other things, the Roman culinary scene is increasingly recognized, thanks to a series of venues that have recently managed to reinterpret local culinary traditions in a contemporary way. In recent years, the city’s cinematic offerings have also significantly grown, with venues like the Troisi and Nuovo Sacher making it genuinely cool to go to the cinema, attracting a very young audience—thanks to monographic retrospectives and restored films. Even in the fashion landscape, although Milan continues to hold the title of Fashion Capital, the capital city is gaining ground with Alta Moda.

Throughout 2025, Rome will also host the Jubilee, the holy year periodically proclaimed by the Pope since 1300. Beyond its religious and symbolic significance, the Jubilee is a period when the city of Rome is filled with millions of tourists from around the world. Hundreds of urban redevelopment projects are planned for the event. For this reason, the Mayor of Rome, Roberto Gualtieri, has been posting short videos on TikTok and other platforms for several months, showcasing his visits to numerous construction sites across the city, highlighting the progress of the works and explaining their utility. In the early years of his term, Gualtieri kept a low profile, rarely appearing in public, to the point of being labeled by Il Foglio as a “ghost mayor.” This recent change marks a significant shift in Gualtieri's communication strategy, where his signature yellow vest and helmet have earned him widespread appreciation, especially on TikTok, where he sometimes interacts with users.

This combination of social, cultural, and economic dynamics is fueling the perception of a city in full evolution. However, while Milan’s transformation was the result of massive investments coupled with a strategic vision leading to lasting growth, Rome’s renaissance—at the moment—operates on a different level, being more closely tied to a cultural revival than an actual structural change. Nonetheless, the fascination with a certain almost "exotic" Roman aesthetic, as well as the city’s contradictions and its inhabitants’ quirks (often embraced with humor on social media), are somehow fueling a collective reassessment of Rome. The vibrant local scene tied to stand-up comedy has greatly contributed to popularizing this image, thanks to well-known figures like Edoardo Ferrario, Valerio Lundini, Emanuela Fanelli, Daniele Tinti, Stefano Rapone, or Luca Ravenna—and before them, The Pills. The prevailing approach, especially on platforms like TikTok and Instagram, is to take the capital for what it is: utterly imperfect but authentic. In the past, Sofia Viscardi, speaking about Rome, wrote: “Within me, it’s always a battle between frustration and joy because nothing ever works, but wherever you look, how damn beautiful it is.” Recently, the influencer announced she would be moving to Rome from Milan, and one user prophetically commented: “Rome needed it.”