In brief

• 76% of respondents state that they are familiar with Luxembourg, of whom 69% consider their knowledge to be average to high
• Among those who know the country, 42% have already visited it (15% have visited it several times), mainly for tourism (74%), followed by professional reasons (16%) and private reasons (visiting a friend or family member, 13%)

Spontaneous associations

The main spontaneous associations mentioned by respondents are as follows:

• Small country (36%)
• Tax haven (17%)
• High standard of living (11%)

In terms of image

The Danes’ assessment of Luxembourg is slightly lower than that observed in other countries.

• Functional dimension: respondents rate Luxembourg most positively in terms of its openness to investors and the competitiveness of its economy
• Normative dimension: Luxembourg is perceived as an open, welcoming and multicultural country
• Cultural dimension: Luxembourg is recognised for the richness of its history
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: 51% of Danes consider Luxembourg to be a likeable country

Behavioural factors

• 64% of respondents would like to visit Luxembourg one day
• 21% would like to live and work there
• 39% would like to purchase Luxembourg products or services
• 44% state that they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg and improve its image
• In particular, the “standards and ethics” dimension (foreign policy, solidarity, tolerance), which is an important driver of the country’s image, should be strengthened
• In addition, the perception of the cultural dimension (Luxembourg traditions and the creativity of the cultural scene) should be improved