In brief

• 52% of respondents state that they are familiar with Luxembourg, of whom 38% consider their level of knowledge to be moderate to high
• Among those who are familiar with the country, 12% have already visited Luxembourg, mainly for tourism purposes (83%), followed by professional reasons (23%) and private reasons (visiting a friend or family member, 18%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• Small country
• Rich history, castles, Middle Ages
• Europe

In terms of image

• Functional dimension: the country’s attractiveness as a place to work is particularly highlighted, with respondents describing it as offering high incomes and a high quality of life
• Normative dimension: Luxembourg is recognised for its tolerance, solidarity and responsibility towards future generations
• Cultural dimension: the country is associated with medieval castles and the Grand Ducal Family
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: 56% find Luxembourg to be a fascinating country

Behavioural factors

• 17% of respondents would like to visit Luxembourg one day
• 38% would like to live and work there
• 14% would like to purchase Luxembourg products or services
• 12% state that they intend to speak positively about Luxembourg

Implications

• It is important to raise awareness of Luxembourg by capitalising on the fact that the Grand Duchy is perceived as an attractive country (target audience receptiveness)
• In particular, the functional dimension should be strengthened (Luxembourg products and training opportunities in Luxembourg). It is the lowest-rated dimension, but an important driver of positive expression about the country
• In addition, the “standards and ethics” dimension (tolerance, solidarity and environmental protection) should be promoted in order to improve the country’s overall image

See also

• Monitoring Japan 2024