In brief

• 65% of respondents say they are familiar with Luxembourg, of whom 75% consider their level of knowledge to be medium or high
• Among those who know the country, 35% have already visited it, mainly for tourism (66%), followed by private reasons (visiting a friend or family member, 28%) and professional reasons (20%)

Spontaneous associations

The main spontaneous associations among respondents are:

• Small country (36%)
• Wealthy country (15%)
• Europe (13%)

In terms of image

• Functional dimension: respondents rate the country’s attractiveness as a place to work very positively and see Luxembourg as an attractive location for innovative start-ups and other businesses
• Normative dimension: Luxembourg is perceived as an open, welcoming and multicultural country
• Cultural dimension: Luxembourg is recognised for the richness of its history and, to a lesser extent, for the creativity of its cultural scene
• Natural dimension: the country is perceived as offering beautiful landscapes
• Emotional dimension: 63% of Irish respondents consider Luxembourg to be a friendly country

Behavioural factors

• 75% of respondents would like to visit Luxembourg one day
• 47% would like to live and work there
• 63% would like to buy Luxembourgish products or services
• 62% say they intend to speak positively about Luxembourg

Implications

• It is important to increase awareness of Luxembourg
• In particular, the natural dimension (beautiful landscapes, preserved nature, etc.) should be strengthened, as it represents the most powerful driver of the country’s image