About us

Approach

The collective dynamic lies at the heart of the "LuXembourg – Let's Make It Happen" (LMIH) nation brand.

Launched on 10 October 2016, the initiative aims to bring together all stakeholders involved in promoting Luxembourg around an authentic and consistent communication strategy, with the objective of "making the values and faces of Luxembourg known and appreciated" worldwide. Over the years, an extensive network of ministries, public institutions, promotional agencies, businesses and civil society organisations has rallied around this shared ambition.

Nation branding is based on a fundamental principle: a country's image cannot simply be declared—it is built collectively through a cross-sectoral, neutral and long-term approach.

The initiative therefore seeks to unite stakeholders, coordinate their actions and strengthen their collective impact, with each partner helping to reveal and amplify Luxembourg's image. In this spirit, "LuXembourg – Let's Make It Happen" has the following mission, as set out in its 2026–2030 Action Plan:

TO INSPIRE PROMOTION STAKEHOLDERS, SUPPORT THEIR ACTIONS, AND ENSURE THE CONSISTENCY AND OVERALL IMPACT OF THE NATION BRAND.

History

The issue of promoting Luxembourg abroad is a debate that dates back to the 1990s when the need for a coordinated action to enhance the image and organise the promotion of the country was felt.
In view of the multiplicity of actors involved in promoting Luxembourg abroad, it is necessary to produce communication tools that will enable the deployment of coherent messages in line with Luxembourg's positioning on the international scene.

2013

In 2013, the brand image promotion initiative was born within the Ministry of Foreign and European Affairs. Led by an interministerial and inter-institutional committee, the approach aims to propose and implement strategies to promote Luxembourg’s image.

“Positive values conveyed by the image of Luxembourg will be established and used by the different actors and in official media campaigns for which the government will make the necessary resources available.”
Excerpt from p.35 of the 2013-2018 Government Program

In order to achieve authentic, credible and convincing communication, a clear definition of what constitutes the “personality” and strengths of Luxembourg must be a prerequisite.

2014 - 2015

This reflection is conducted through a participatory process, an approach that is the key element of the entire process initiated by the government since 2013.

On the basis of surveys, individual interviews, focus groups, as well as a citizen consultation through an online platform, the country’s reference values are gradually taking shape, that is Luxembourg as a dynamic, open and reliable country.

Reflecting these three values, the archetype of the ally is identified to define the personality of Luxembourg.

This same participatory approach is applied to the development of Luxembourg’s new visual identity, which was developed and presented to the public in 2016.

2016 - 2018

During the first few years, the guidelines given by the LuXembourg – Let’s make it happen Committee aimed to use the knowledge developed through messages, actions and coordination work concentrated on the national territory in order to strengthen the identification process of Luxembourg residents and to unite the stakeholders involved in the promotion of the country.

“Efforts to promote Luxembourg’s brand image through the ‘Nation Branding’ strategy will be continued.”
Excerpt (p.222) from the Government Program 2018-2023.

2019 - 2020

Beginning in 2019, consultations are being conducted in the participatory spirit that has characterised the initiative since its inception in 2013. The purpose of these studies is to assess the perception of the initiative among stakeholders and to measure its impact in terms of image abroad. They will lead to the publication of a new strategy.

Strategy

The Luxembourg Nation Brand Strategy, developed through the contributions of the various stakeholders involved in promoting Luxembourg, was approved by the Government Council on 2 June 2021.

Designed as a sustainable strategic framework, it adopts a human-centred approach and lays the strategic foundations of the nation brand by defining the concepts that continue to shape its development today: its three priority themes, built on its three core values, its narrative, and its objective of "having people know and appreciate the values and faces of Luxembourg".

Consult or download the strategy and the foundations of the 2021–2025 Action Plan here.

2023 - 2024

Following the formation of the new government in November 2023, the Luxembourg Brand Image Promotion will carry out its inter-ministerial mission from within the Ministry of the Economy, deploying its multiple activities aimed at inspiring and facilitating the promotion of Luxembourg worldwide.

“It is essential to pursue the efforts to promote Luxembourg’s brand image in order to become more attractive to foreign partners. The country should thus continue to attract investment, businesses and tourists, and promote cultural exchanges.”

Excerpt (p.25) from the Government Programme 2023-2028 (FR).

2026 - 2030

Ten years after its launch, the LuXembourg – Let’s Make It Happen (LMIH) initiative is taking stock of its achievements, presenting its new strategic directions, and launching an anniversary program to celebrate a decade of collective commitment to promoting Luxembourg’s national brand.

Consult the 2026–2030 Action Plan here.

Organisation

The LMIH Committee

The Committee proposes and implements the main guidelines for the country's brand image promotion. From its inception in 2013, it has adopted a participatory approach, including all of the company's stakeholders in its process.

Now called the LMIH Committee (referring to the initials of the slogan Let's Make It Happen), the Committee is composed of representatives from the following ministries and administrations, sectoral promotion agencies, professional chambers and other institutional partners :

Advisory Committees

In its working groups, LMIH involvs a wide range of stakeholders from the public, private and civil society sectors.

In this process of consultation and exchange, LMIH distinguishes two kinds of actors: those actively involved in the promotion of Luxembourg and those whose mission is a strong argument in the promotion of Luxembourg, such as for example the Ministry of Transport and Public Works, through the prism of free transport.

It would be impossible to list all the actors who have contributed since the beginning to the development of the initiative. Let us mention the following stakeholders:

The LMIH Team

The LuXembourg – Let’s make it happen operational team is the Brand Image Unit within the Ministry of the Economy. Currently comprised of 9 people, the LMIH team’s mission is to inspire and coordinate the stakeholders that promote Luxembourg’s brand image abroad.

As a promotion facilitator, it coordinates the LMIH Committee, supports large-scale international promotion initiatives and develops numerous synergies with stakeholders in the promotion of Luxembourg.

The unit offers 5 services :