A presence simulation system comprises a user interface (32), a profile generator (34) and a presence simulator (35). The profile generator (34) is configured to generate in electronic storage a plurality of virtual occupant profiles (22) according to profile creation inputs received via the user interface (32), each virtual occupant profile comprising user-defined virtual occupant identity data. The presence simulator (35) is configured to generate a sequence of simulated control actions, by applying a behaviour simulation algorithm to the user-defined virtual occupant identity data of the electronically-stored virtual occupant profile. A lighting controller (40) configured to vary at least one characteristic of light emitted by at least one luminaire according to the sequence of simulated control actions.
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