Living Lab’s first economic model was for the Singapore Grand Prix in 2012. In 2025 we became a software platform: government-grade intelligence for the visitor economy
Tourism investment case. Living Lab builds the prospectus from the same evidence an investor’s own analysts would assemble: what the growth depends on, what happens if a single route or event underperforms, and whether the number holds net of displacement and leakage. Reference data is published by UN Tourism.
Attributes what the destination has already delivered to investors who committed: occupancy, rate, and retained value against the case that drew them in, and the local jobs, procurement, and tax the investment produced. Signal137 gives the agency the track record the next prospectus is built on, and the public-benefit case ministers and media can be shown together.
Tests the opportunity the way a committee will: base, downside, and diversification cases for each site or sector, dependency mapped across routes, markets, and the calendar, local return modelled net of leakage. Demand137 puts the destination on the shortlist and keeps it there through due diligence.
| Product | Your question | You get | What it changes |
|---|---|---|---|
| Demand137 | What should the prospectus lead with? | A demand case vectorised by origin, route, timing, and purpose, not a single arrival total | The prospectus opens with the evidence a committee looks for first |
| Demand137 | Which sites or sectors to prioritise for inbound capital | Demand and dependency mapped across the destination's asset classes and locations | Outreach and incentives aimed at the opportunities the evidence supports |
| Demand137 | How do we answer due diligence without losing momentum? | A traceable evidence base the destination can hand over intact | Investor questions answered from a base already prepared |
| Demand137 | What does the investor's own analyst see? | The same dependency and downside test the committee will run, run first | The questions anticipated rather than reacted to |
| Demand137 | Will this make the case look weaker if the demand does not support the ambition? | Sometimes the honest range is smaller than the ambition | A prospectus that survives due diligence is worth more than one that reads well and gets filed |
| Signal137 | How do we show the local return the investment is meant to deliver? | GVA, employment, and fiscal return net of leakage and displacement, not gross activity | The public benefit case defended to ministers, media, and the investor together |
| Signal137 | What did the last investment we attracted actually deliver? | Occupancy, rate, retained value, and local jobs against the case that drew it | The track record the next prospectus is built on |
| Signal137 | How much of the value stayed in the country? | Retained value by sector around the asset, with leakage named | The sovereign benefit measured, not asserted |
| Both | Can this go straight into a prospectus or a data room? | Built to be handed over intact, assumptions and uncertainty stated | The evidence base is not rebuilt under pressure |
| Both | Do you need our negotiation or investor terms? | No. Public and licensed market data plus the destination, sites, and investor type | Negotiation terms stay with your own team |
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.
None of the three states what it includes, what period it covers, or whether the money stayed. A footprint figure is only useful when it carries its own definitions, and it is only defensible when it is kept separate from impact.
International arrivals to the United States fell 4.2% in 2025 while worldwide travel grew about 4%. Living Lab’s displacement model puts the forgone spending at roughly US$50bn, and about US$10.6bn of it within reach of five economies. Each is limited by a different constraint.
At the Italian Grand Prix, the fleet of guest vehicles arrives on German plates with German drivers. The hospitality guests do not sleep in Monza, which hosts the race. They sleep in Milan, which does not. The town that pays captures a fraction of what the event generates.
Tourism is close to a tenth of the world’s output and employment, and almost every government still plans it in pieces. A country that governs its visitor economy as one system keeps more of what it pays for. On an illustrative US$20bn economy, five points of retention is US$1bn a year.
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.
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