In brief

• 65% of respondents report being familiar with Luxembourg, of whom 44% consider their knowledge of the country to be average or high
• Among those who are familiar with the country, 23% have already visited Luxembourg, mainly for tourism purposes (83%), followed by professional reasons (17%) and private reasons (visiting a friend or family member, 17%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• Small country
• Europe
• Beautiful landscapes

In terms of image

• Functional dimension: The country is recognised for its attractiveness as a place to work, as well as for its educational and training opportunities
• Normative dimension: Luxembourg is perceived as a tolerant and open country that is committed to its citizens
• Cultural dimension: The country is recognised for the richness of its history and its unique cultural assets
• Natural dimension: The country is perceived as offering beautiful landscapes and unspoilt nature

Behavioural factors

• 75% of respondents would like to visit Luxembourg one day
• 27% would like to live and work there
• 40% would like to purchase Luxembourgish products or services
• 50% state that they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg
• In particular, emphasis should be placed on the “norms and ethics” dimension, while also strengthening the “culture” dimension, which is an important driver of positive perceptions and expressions about Luxembourg