Alimara Living Lab

Alimara Living Lab (ALL) serves as an open innovation ecosystem bridging academic research and the operational realities of the tourism industry. Based within Hotel Alimara, Spain’s first university hotel, the lab functions as a real-life experimentation space where students, professionals, researchers, and industry stakeholders co-create solutions to current and emerging challenges in tourism and hospitality. 
Driven by CETT Barcelona School of Tourism, Hospitality and Gastronomy, ALL integrates academic knowledge, applied research, and industry expertise to foster innovation with real impact. It follows the Living Lab innovation cycle, exploration, co-creation, experimentation, and evaluation, using participatory methods such as design thinking, mood mapping, and neuromarketing tools. The lab’s strong governance structure and cross-sector partnerships support both operational improvements and scientific advancement. 

By connecting education, research, and industry in an authentic hospitality environment, ALL promotes sustainable transformation and equips future professionals to address complex challenges in tourism.

Areas of work:

• Agriculture and (Agri-) Food
• Circular Economy
• Education and/or Vocational Training
• Emerging Technologies (e.g. AI, AR/VR)