In brief

• 66% of respondents say they are familiar with Luxembourg, of whom 37% consider their level of knowledge to be moderate to high
• Among those who are familiar with the country, 28% have already visited Luxembourg, mainly for tourism (75%), followed by professional reasons (23%) and private reasons (visiting a friend or family member, 11%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• Small country
• Europe
• Expensive country

In terms of image

• Functional dimension: the country is recognised for its favourable environment for investment, startups and businesses
• Normative dimension: Luxembourg is perceived as a tolerant, open and multicultural country
• Cultural dimension: the country is recognised for the richness of its history and traditions
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: 56% of respondents consider Luxembourg to be a fascinating country

Behavioural factors

• 72% of respondents would like to visit Luxembourg one day
• 24% would like to live and work there
• 47% would like to purchase Luxembourgish products or services
• 50% say they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg and improve its image
• In particular, the “culture” (history, traditions) and “standards and ethics” (foreign policy, ethical business conduct) dimensions should be strengthened, as both are rated poorly but are important drivers of Luxembourg’s image