Our Mission

To become the industry standard event tourism operating system

Living Lab's Mission

The problem

Tourism decisions are made in silos. Events are planned without knowing hotel supply. Airlines add routes without economic modelling. Infrastructure gets built and justified later. Each team optimises for what it can see. No one has the full picture. This is not a failure of talent. It is a failure of tools.

Our purpose

We started in the engine rooms of global events—NBA, Formula One, and designing virtual twins of complex aero systems at Dassault Systèmes. We learned how decisions get made under pressure, with real money and real consequences. That experience taught us something: the people running events, airports, hotels, and city agencies are smart and creative. They are not the problem. The problem is that they cannot see each other.

What we do

Living Lab gives tourism professionals the cross-industry view they need to understand trade-offs and optimise outcomes. Our software connects the pieces: Events and hotel capacity Aviation and economic return Short-term rentals and housing policy Public investment and fiscal impact We build economic models that are OECD-aligned and audit-ready. We deploy them in the field, not in journals.

What we believe

Communities deserve growth they can measure and sustain. Tourism deliver that growth and jobs best when decisions are joined up. Real economic impact should drive policy and investment. Not attendance. Not volume. Not vanity numbers.

How we work

We deploy locally. We align incentives. We deploy directly with clients. We care about outcomes, not licences. Our clients include governments, cities, airports, rights holders, and destination developers.

Our impact

We are growing fast. In 2024 we managed 4 events. In the past 12 months we optimised more than 860 events optimised and benchmarked. 14 million room nights influenced Over $40 billion in retained economic output. These are results, not projections. Our overall impact at steady state should be $110 billion p.a.

Our mission

We want Living Lab to become the global industry standard for tourism planning. We want to help destinations and communities grow – rapidly, sustainably, and inclusively – through tourism. Ask us what comes next…

The event tourism operating system

Measure. Model. Mobilise.

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.

Core Capabilities

Event economic impact
Economic impact studies
Tourism strategy
Destination development
Visitor economy modelling

Where We Work

80 Countries
220 Cities
MICE events
Sports events
Cultural events
Aviation Route development
Tourism systems
Public investment and infrastructure
Rights holders and hosting

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.