In brief

• 24% of respondents state that they are familiar with Luxembourg, of whom 42% consider their level of knowledge to be medium to high
• Among those who are familiar with the country, 23% have already visited it, mainly for tourism purposes (87%), followed by private reasons (visiting a friend or family member, 9%) and professional reasons (7%)

Spontaneous associations

The main spontaneous associations among respondents are as follows:

• Small country
• Rich history, castles
• Europe

In terms of image

• Functional dimension: respondents have a very positive perception of the government’s competence and of the country’s attractiveness as a place to work
• Normative dimension: Luxembourg is perceived as an open, welcoming and tolerant country that is committed to its citizens
• Cultural dimension: Luxembourg is recognised for the richness of its history and traditions
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: the majority of Canadians consider Luxembourg to be a friendly country

Behavioural factors

• 76% of respondents would like to visit Luxembourg one day
• 29% would like to live and work there
• 55% would like to purchase Luxembourgish products or services
• 54% state that they intend to speak positively about Luxembourg

Implications

• It is important to strengthen awareness of Luxembourg
• In particular, the “standards and ethics” dimension should be promoted
• Communication should also focus on Luxembourg’s distinct identity and on Luxembourg “today”

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