In brief

• 60% of respondents say they are familiar with Luxembourg, of whom 62% consider their level of knowledge to be moderate to high.
• Among those who are familiar with the country, 49% have already visited Luxembourg, mainly for tourism (74%), followed by business purposes (20%) and private reasons (visiting friends or family members, 15%).

Spontaneous associations

The spontaneous associations with Luxembourg are mainly related to its image as:

• a small country (23%);
• a Grand Duchy / monarchy (14%);
• a financial centre (13%).

In terms of image

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

• Functional dimension: Swiss respondents rate Luxembourg very positively in terms of its competitiveness and investor-friendly environment.
• Normative dimension: Luxembourg is perceived as a supportive and responsible country, as well as an open and tolerant one.
• Cultural dimension: Luxembourg is recognised for the richness of its history and traditions.
• Natural dimension: A large majority of respondents believe that Luxembourg offers beautiful landscapes.
• Emotional dimension: 62% of Swiss respondents describe Luxembourg as a likeable country.

Behavioural factors

• 68% of Swiss respondents would like to visit Luxembourg one day.
• 30% would like to live and work in Luxembourg.
• 52% would like to purchase Luxembourgish products or services.
• 56% say they intend to speak positively about Luxembourg.

Implications

• Efforts should be made to increase Luxembourg’s visibility and strengthen its image.
• In particular, the “Norms and Ethics” dimension (ethical business conduct, tolerance and foreign policy) should be reinforced, as it is a key driver of both the country’s overall image and positive word of mouth.