In brief

• 51% of respondents say they are familiar with Luxembourg, with 53% of them considering their knowledge of the country to be average or high
• Among those familiar with the country, 32% have already visited it, mainly for tourism (75%), followed by professional reasons (28%) and private reasons (visiting a friend or family member, 18%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• Small country
• Europe
• Wine

In terms of image

• Functional dimension: the country is recognised for its investment-friendly environment and the quality of its governance
• Normative dimension: Luxembourg is perceived as a tolerant and open country that is committed to the well-being of its citizens
• Cultural dimension: the country is recognised for the richness of its history, as well as its gastronomy and notable personalities
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: the country is perceived as a place with friendly inhabitants

Behavioural factors

• 80% of respondents would like to visit Luxembourg one day
• 56% would like to live and work there
• 62% would like to buy Luxembourgish products or services
• 62% state that they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg
• In particular, the cultural and functional dimensions should be strengthened in order to continue developing Luxembourg’s positive image

See also

• Image monitor Singapour 2025