# Living Lab

> Living Lab is a visitor economy intelligence platform. One economic model across 218 countries connecting events, accommodation, aviation, price, and visitor-movement signals on one geo-temporal spine. OECD-aligned input-output methodology. Displacement-adjusted, counterfactual-stated. The number a treasury will defend, not the number a press release needs.

Living Lab operates two products. Signal137 produces on-demand economic impact attribution for past events. Demand137 models what a route, site, or policy decision will deliver before it is committed. Both run on the same model, the same data spine, and the same method. In the past 12 months the platform has deployed at more than 700 events across 180 cities in 49 countries.

Company: We Are Living Lab Ltd, SC848549. Registered: 36 Miller House Courtyard, Miller Road, Ayr, KA7 2AY, United Kingdom. VAT: GB495295540.

## Sectors

- [National governments: tourism strategy, hosting decisions, and fiscal return measurement](https://wearelivinglab.com/national-tourism-strategy-development/)
- [Cities and regions: city-level economic impact and destination strategy](https://wearelivinglab.com/city-tourism-impact-assessment/)
- [Tourism boards and DMOs: portfolio performance and destination value](https://wearelivinglab.com/dmo-performance-measurement/)
- [Convention bureaux: ROI measurement, FDI, and flight accessibility](https://wearelivinglab.com/convention-bureau-roi-measurement/)
- [Communities: neighbourhood-level measurement and resident quality of life](https://wearelivinglab.com/tourism-community-impact-assessment/)
- [Sports and major events: event value for rights holders and host cities](https://wearelivinglab.com/event-economic-impact-assessment/)
- [Congresses and conventions: MICE economic impact measurement](https://wearelivinglab.com/mice-economic-impact-measurement/)
- [Festivals and culture: arts and cultural event economic impact](https://wearelivinglab.com/festival-economic-impact-assessment/)
- [Venues and operators: arena and venue economic contribution](https://wearelivinglab.com/arena-economic-impact-assessment/)
- [Aviation: route business cases and destination demand economics](https://wearelivinglab.com/airline-route-business-case/)
- [Hotels and accommodation: demand forecasting and market analysis](https://wearelivinglab.com/hotel-demand-forecasting/)
- [Travel and demand platforms: demand data partnerships](https://wearelivinglab.com/travel-demand-data-partnership/)
- [Academia and research: citable tourism economic data](https://wearelivinglab.com/tourism-economic-data-for-research/)
- [Developers: demand-led feasibility for tourism infrastructure](https://wearelivinglab.com/tourism-development-feasibility-study/)
- [Investors and funds: hotel investment due diligence](https://wearelivinglab.com/hotel-investment-due-diligence/)

## Use cases

- [Event impact attribution: displacement-adjusted economic impact of past events](https://wearelivinglab.com/event-impact-attribution/)
- [Tourism economic footprint: total contribution across OECD sectors](https://wearelivinglab.com/tourism-economic-footprint/)
- [Public value and fiscal return: GVA, tax, and jobs stated in treasury terms](https://wearelivinglab.com/tourism-public-value-assessment/)
- [Carbon and ESG: event carbon footprint reporting](https://wearelivinglab.com/event-carbon-footprint-measurement/)
- [Demand forecasting: forward demand vectors by origin, timing, purpose, and price](https://wearelivinglab.com/tourism-demand-forecasting/)
- [Visitor behaviour and sentiment: movement, spending, and perception](https://wearelivinglab.com/visitor-behaviour-analysis/)
- [Carrying capacity: when demand exceeds what the supply chain can absorb](https://wearelivinglab.com/tourism-carrying-capacity-assessment/)
- [Climate and transition risk: SAF costs, route viability, and weather disruption](https://wearelivinglab.com/climate-risk-tourism-assessment/)
- [Event portfolio optimisation: sequencing the calendar for maximum retained value](https://wearelivinglab.com/event-calendar-optimisation/)
- [Aviation route development: route incentive appraisal and destination demand](https://wearelivinglab.com/aviation-route-development/)
- [Hotel room supply: compression nights, STR yield, and pipeline sizing](https://wearelivinglab.com/hotel-supply-and-demand-analysis/)
- [Venue site selection: demand-led location strategy](https://wearelivinglab.com/venue-site-selection/)
- [Tourism investment and FDI: the economic case for inward investment](https://wearelivinglab.com/tourism-investment-case/)
- [Hosting business cases: cost-benefit analysis for hosting decisions](https://wearelivinglab.com/event-hosting-business-case/)
- [Policy design and reform: tourism levy and licensing impact assessment](https://wearelivinglab.com/tourism-levy-impact-assessment/)
- [Supply-chain leakage: what the destination loses to imports and neighbours](https://wearelivinglab.com/tourism-economic-leakage/)

## Products

- [Signal137: on-demand economic impact attribution for past events](https://wearelivinglab.com/signal137/)
- [Demand137: forward demand modelling for routes, sites, and policy decisions](https://wearelivinglab.com/demand137/)

## Analysis and evidence

- [A 100,000-seat stadium: build one less seat than you can sell](https://wearelivinglab.com/manchester-united-stadium-economics/): The proposed 100,000-seat stadium at Old Trafford. What the economic impact claims miss and what they get right.
- [A tourism asset rarely fails on its growth story](https://wearelivinglab.com/tourism-asset-demand-case/): Tourism assets fail on dependency, not demand. Test the demand case against what could change.
- [Ask a mayor, a tourism board, and a chamber what tourism is worth. You will get three numbers.](https://wearelivinglab.com/tourism-contribution-figure/): A mayor, a tourism board, and a chamber give three figures for the same economy. Which one is right?
- [Boston ran out of beer. It was predictable. Nobody predicted it.](https://wearelivinglab.com/world-cup-boston-demand/): 50,000 Scottish fans and no warning to the beer supply chain. What happens when demand forecasting fails.
- [Chicago’s 1901 Project: an arena district built around 200 nights a year](https://wearelivinglab.com/chicago-1901-project-arena-district/): US$7bn, 55 acres around the United Center. What the Chicago Bears 1901 Project means for the city’s visitor economy.
- [Does the market need more rooms, or a better pattern of demand?](https://wearelivinglab.com/hotel-market-demand-analysis/): 18 peak nights and 347 ordinary ones. Whether to build depends on which ones you’re sizing to.
- [Informa: 400 events on one method](https://wearelivinglab.com/case-study-informa/): Informa: 400 events on one method
- [MESIF: Saudi Arabia’s event ecosystem](https://wearelivinglab.com/case-study-mesif-saudi/): MESIF: Saudi Arabia’s event ecosystem
- [Major events and the people who live there](https://wearelivinglab.com/major-events-resident-impact/): Pride or protest: residents decide. Why the economic case has to reach the people who live with the event.
- [Monza pays for the race. Milan keeps the guests.](https://wearelivinglab.com/monza-grand-prix-economics/): Grand Prix economic leakage: at the Italian Grand Prix the guests sleep in Milan. Where does the money go?
- [MotoGP Silverstone: the controlled comparison](https://wearelivinglab.com/case-study-motogp-silverstone/): MotoGP Silverstone: the controlled comparison
- [Oman’s mountain destination: a resort built at 2,400 metres](https://wearelivinglab.com/jabal-al-akhdar-tourism-development/): Mountain destination development in Oman: high-altitude sports, wellness, and heritage tourism at 2,000 metres.
- [One system. The size of the prize.](https://wearelivinglab.com/visitor-economy-as-one-system/): Five levers, governed as one. What happens to an illustrative US$20bn visitor economy when you connect the decisions.
- [Per hotel, not a city average](https://wearelivinglab.com/hotel-rate-premium-major-events/): The World Cup rate premium averaged 13%. Miami rose 30.3%. New York fell. What drives the difference.
- [Price the route against the demand, not the airline’s ask](https://wearelivinglab.com/airline-route-incentive-appraisal/): A route’s load factor says nothing about destination value. Living Lab traces what each route delivers through the visit
- [Singapore F1: maximising the return](https://wearelivinglab.com/case-study-singapore-f1-commercial/): Singapore F1: maximising the return
- [Singapore F1: the hosting decision](https://wearelivinglab.com/case-study-singapore-f1-hosting/): Singapore F1: the hosting decision
- [Sizing the prize: which destinations will capture displaced US tourism demand?](https://wearelivinglab.com/us-tourism-decline-2025/): US inbound tourism fell while world travel grew. About US$50bn moved. Five economies gained.
- [The US$50 billion tourism reallocation](https://wearelivinglab.com/us-tourism-spending-reallocation/): International visitors to the US fell while world travel grew. The spending went somewhere. We traced it.
- [The problem with every sports venue is the other 300 days](https://wearelivinglab.com/sports-mixed-use-development/): A venue is built for its biggest day and empty the rest. Why mixed-use development changes the equation.
- [The same event, moved from August to May, can be worth more to the country](https://wearelivinglab.com/shoulder-season-event-scheduling/): The same event in a shoulder month can be worth more. Less displacement, more rooms, better yield.
- [The test was the World Cup. Here is what it showed.](https://wearelivinglab.com/world-cup-2026-economic-impact/): The 2026 World Cup measured per hotel across 16 host cities. Displacement, demand, and what the numbers actually show.

## Reference

- [Economics glossary: 44 terms used in visitor economy intelligence](https://wearelivinglab.com/economics-glossary/)
- [Data protection and privacy notice](https://wearelivinglab.com/data-protection/)
- [Terms and conditions](https://wearelivinglab.com/terms-conditions/)

## Optional

- [llms-full.txt](https://wearelivinglab.com/llms-full.txt): Full Markdown content of all pages, for bulk ingestion