The world relies on tourism for 10% of global GDP and jobs. Yet we still plan and manage that growth in silos
Route economics that drive national growth.
We forecast route profitability using passenger demand, yield curves and connectivity data, linking air services to GDP, jobs and tourism through scenario-tested models.
Capturing visitor spend, friction costs we identify pinch points, opportunities for value capture, and required operational interventions.
Mapping stadium and major event economics.
We show you how to build event portfolios that maximise retained spectator spend, employment and long-term legacy while avoiding portfolio cannibalisation.
Quantifying the place-based value of cultural programming.
Direct visitor spend, supply-chain GVA, jobs, and fiscal return, plus the effects on hotels, F&B and the night-time economy. We show how programming choices, seasonal timing alter economic outcomes.
Government-grade optimisation of MICE ecosystems.
We help optimise your meetings incentives conferences exhibitions portfolio and produce OECD-compliant impact models covering room nights, loading, exhibitor spend, counterfactuals and fiscal contribution.
Converting sponsor spend into measurable impact.
We attribute sponsor spend to incremental revenue, tax and GVA using event-level attribution and scenario modelling.
Protecting hotel revenues while smoothing demand.
Living Lab quantifies the contribution hotels are making to your economy and help protect event attendance, overspill modelling and maximise RevPAR and smooth occupancy.
Quantifying STR impact to balance flexibility and control.
We show how licensing, occupancy, pricing and displacement can provide flexibility in different scenarios while protecting hotel revenue and fiscal yield.
We quantify the entertainment economy’s net contribution to GDP, F&B, employment and tax after policing, transport and public-realm costs, using scenario models to test licensing, trading hours and zoning decisions that increase fiscal yield while maintaining public order and residential balance.
Living Lab's real-time, forward-looking, multi-domain intelligence turns those silos into one connected system
Living Lab answers “what should we do next?” not just “what happened?”
Living Lab solves the problem of what MICE events deliver from an economic perspective and how to optimise your MICE portfolio. Governments gain decision-grade visibility across MICE events. One audit-ready platform. OECD and UN SDG-aligned. Built to make your economy grow, clearly and smoothly.
Living Lab helps you quantify what your sport or Music event delivers to the host economy - GDP, jobs, hotel room nights, flights, F&B, transport all validated to audit grade and strengthens every negotiation.
Living Lab shows you exactly what your Arts event returns to the host economy — and where it sits in the destination's portfolio. Scenario-tested. Defensible. A credible impact narrative that earns trust with government partners.
Living Lab quantifies what your development delivers to the host economy across three channels: construction impact, operational contribution, and visitor-driven activity. Conservative attribution. Scenario-tested. Outputs formatted for boards, investors and planning authorities — built to unlock approvals and concessions.
Unlocking your Visitor economy
Living Lab is tourism operating system for governments, events, cities, and infrastructure owners.
We provide government-grade economic intelligence across events, aviation, accommodation, and public investment — enabling joined-up tourism strategy and destination development.
© We are Living Lab Ltd 2026
Event economic impact
Economic impact studies
Tourism strategy
Destination development
Visitor economy modelling
80 Countries
220 Cities
Aviation Route development
Tourism systems
Public investment and infrastructure
Living Lab Ltd
Registered in the United Kingdom
Company number SC848549
Microsoft Partner
Our economic impact and tourism system models align with OECD statistical standards and support reporting against the UN Sustainable Development Goals (SDGs), including productivity, employment, and sustainable urban development.
