In brief

• 67% of respondents say they are familiar with Luxembourg (of whom 76% report having a moderate to high level of familiarity).
• Among those who know the country, 41% have already visited it, mainly for tourism (70%), followed by private reasons (visiting a friend or family member, 44%) and business purposes (18%).

Spontaneous associations

The spontaneous associations are mainly related to the image of:

• a country with a large Portuguese immigrant community (22%);
• a prosperous country (19%).

In terms of image

Overall, the four dimensions assessed are perceived very positively by Portuguese respondents.

• Functional dimension: Portuguese respondents rate Luxembourg particularly highly for its competitiveness and the educational opportunities it offers.
• Normative dimension: Luxembourg is perceived as a supportive and responsible country, committed to environmental protection as well as to the promotion of peace and human rights.
• Cultural dimension: Luxembourg is recognised for the richness of its history and traditions.
• Natural dimension: Respondents associate Luxembourg with beautiful landscapes and a largely preserved natural environment.
• Emotional dimension: 71% of Portuguese respondents describe Luxembourg as a likeable country.

Behavioural factors

• A large majority of Portuguese respondents (82%) would like to visit Luxembourg one day.
• 66% would like to live and work there.
• 73% would like to buy Luxembourgish products or services.
• 74% say they intend to speak positively about Luxembourg.

Implications

• It is important to increase awareness of Luxembourg and strengthen the cultural dimension (creativity, creative cultural scene, traditions and history), which receives comparatively lower ratings but is nevertheless a key driver of the country’s image.
• It would also be worthwhile to further promote the norms and ethics dimension (solidarity, commitment to future generations and environmental protection).