In brief

• 77% of respondents state that they are familiar with Luxembourg, with 38% considering their knowledge of the country to be average or high
• Among those who are familiar with the country, 29% have already visited Luxembourg, mainly for tourism (73%), followed by professional reasons (20%) and private reasons (visiting a friend or family member, 8%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are:

• Small country
• Europe
• Radio Luxembourg

In terms of image

• Functional dimension: the country is recognised for its favourable climate for investment, startups and businesses
• Normative dimension: Luxembourg is perceived as a tolerant and open 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: 44% of respondents consider Luxembourg to be a fascinating country

Behavioural factors

• 66% of respondents would like to visit Luxembourg one day
• 23% would like to live and work there
• 41% would like to purchase Luxembourgish products or services
• 40% state that they intend to speak positively about Luxembourg

Implications

• Luxembourg’s image can be further improved
• In particular, the “culture” dimension (traditions, history and cultural scene) should be strengthened. It receives the lowest rating but represents an important driver of the country’s image
• The “nature” and “standards and ethics” dimensions also deserve to be strengthened