More than 700 events Ā· 14m room nights Ā· US$12bn GVA Ā· 49 countries Ā· 180 cities Ā· in the past 12 months
- the operating system for modern visitor economies
Visitor economy intelligence
Prove what happened. Improve what happens next: visitor economy intelligence
10% of global GDP and jobs rely on the visitor economy. yet it is managed in silos with poor data.
Living Lab’s first economic model was in 2012. In 2025 we created a machine learning platform that helps people make smart decisions about the visitor economy
In the last 12 months, we have deployed in than 700+ events. They delivered more than 14 million room-nights and $12 billion in Gross Value Added for the 49 countries and 150 cities that hosted them
- THE Living LAb OPERATING SYSTEM
A connected system for modern visitor economies
- Powering the visitor economy
How it works
- Powering the visitor economy
What we do
- Powering the visitor economy
Let us show you how Living Lab could deliver for you
- Powering the visitor economy
USE CASES
- A blog about travel, development, and the economy
La Sagra
A tourism asset rarely fails on its growth story
A hotel, a resort, or a mixed-use scheme fails underwriting when a single route, a single annual event, or a single source market turns out to be carrying more of the demand case than the committee realised. The dependency is the risk, and it can be measured before signature.
The problem with every sports venue is the other 300 days
A race track, an arena, a stadium: each is built for a peak it reaches a few dozen times a year. The gap between peak and off-peak operational need is the commercial challenge behind every sports-anchored development, and the reason mixed use is the answer rather than the fashion.
A 100,000-seat stadium: build one less seat than you can sell
Manchester United’s proposed stadium is a Ā£2bn, 100,000-seat ground by Foster + Partners, with a target opening of 2030-31. The club and the regeneration case cite Ā£7.3bn a year for the economy and 92,000 jobs. Those are the promoters’ projections. Here is what to test before believing them.
Chicago’s 1901 Project: an arena district built around 200 nights a year
The owners of the Bulls and the Blackhawks are putting a reported US$7bn into 55 acres around the United Center: housing, a music hall, a hotel, retail, a park. The arena already hosts more than 200 events a year. The question a developer should ask is what the other 165 nights are worth.
- Tourism economy R&D development
Advancing the Tourism Industry
- Whitepaper - don't measure? can't govern
- Whitepaper - World Cup V MICE
- Tourism efficiency - the size of the prize
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Visitor economy intelligence means we turn messy event and tourism data into decisions that help communities grow. Bring curiosity and rigour. We will hand you questions nobody has answered yet.Ā