IN BRIEF

• In France, 47% of respondents say they know the country (14% very well, 65% quite well and 21% a little). Young French people (aged 18–29) are the most familiar with the Grand Duchy (74%).
• 39% of those who know the country have visited it once, and 19% have visited it several times. Visits are mainly motivated by tourism (78%), private purposes (visiting a friend or family, 21%), followed by business purposes (11%), other reasons (11%) and, to a lesser extent, study purposes (3%).
• 28% recall having seen media coverage about Luxembourg recently.

SPONTANEOUS ASSOCIATIONS

The spontaneous associations made by the French are dominated by the idea of:

• a prosperous country (11%),
• a country renowned for its tax system (9%),
• a small country (8%) and
• a country with unique and internationally recognised cultural assets (8%) as well as a monarchy (8%).

IN TERMS OF IMAGE

Between 2019 and 2023, perceptions of Luxembourg in France have improved significantly: whilst normative/ethical, cultural and environmental aspects were previously major weaknesses, they have now become real strengths, with the country’s image now resting on a solid cultural and normative foundation. However, there is still a lack of visibility regarding its specific cultural and technological strengths. The country is perceived as a high-performing economic hub, whilst now also being credited with great social openness.

• Cultural aspects: whilst the country’s rich history is widely recognised, its more contemporary cultural assets (creative scene, traditions, gastronomy) are less well known. Luxembourg’s public figures and sporting successes remain largely unknown.
• Normative/ethical aspects: this is a major strength: Luxembourg is widely perceived as an open and tolerant country, where different cultures and nationalities coexist and show solidarity.
• Nature: the perception of nature is very positive, particularly regarding the magnificent landscapes. The French appreciate the country’s ‘unspoilt nature’, although this aspect is less of a distinguishing factor than it is for other, more distant markets.
• Functional aspects: the country is strongly associated with a business- and investor-friendly climate, as well as being an attractive place to work. However, its reputation as a leader in space technology or cutting-edge research is still not well established.
• Emotional: the country enjoys a reasonable level of goodwill, underpinned by the image of a welcoming population.

BEHAVIOURAL FACTORS

• From a behavioural perspective, positive statements about Luxembourg are primarily driven by the normative dimension (ethical and responsible entrepreneurship, intergenerational responsibility), followed by the functional dimension (attractiveness of the workplace and governance), nature (magnificent landscapes and waterways) and the cultural dimension (rich history and charismatic figures).
• The intention for travel is positive and primarily driven by nature. Magnificent landscapes, as well as the lakes and rivers, are a key factor in shaping intention to travel.
• The intention to work and settle in Luxembourg is weaker but increases directly with knowledge of the country and is primarily linked to the normative aspect (notably ethics and solidarity), followed by culture (gastronomy and cultural heritage).
• The intention to purchase Luxembourgish products is based on the natural aspect (magnificent landscapes as well as rivers and waters), followed by the functional dimension (governance and capacity for innovation), the normative dimension (solidarity and intergenerational responsibility) and the cultural aspect (rich history and unique cultural assets).

IMPLICATIONS

Communication efforts in France should aim to diversify the country’s image beyond its financial reputation. The aim is to capitalise on the strong perception of an ‘open society’ and its normative dimensions (ethical corporate behaviour, solidarity and responsibility towards future generations) to attract talent and tourists.

Highlighting the creative cultural scene and innovations (particularly in technological innovation and space research) would help modernise the country’s overall image and attract more visitors and investors. Finally, promoting “nature” assets is an effective lever for converting awareness into actual visits, whilst reinforcing the image of a country where quality of life is paramount.