In brief

• In Italy, Luxembourg enjoys strong recognition: 50% of respondents say they know the country (15% very well, 68% moderately, and 18% a little).
• Of those familiar with Luxembourg, 39% have already visited the country, mainly for tourism (73%), followed by private reasons (visiting friends or family, 21%) and business purposes (17%).
• 24% recall having seen media coverage about Luxembourg.

Spontaneous associations

Italians’ spontaneous associations are mainly that Luxembourg is:

• a country with unique and international cultural assets (13%); and
• a prosperous country (10%).

In terms of image

• Cultural aspects: Luxembourg is perceived as a country with a rich history and traditions, as well as a creative and dynamic cultural scene.
• Functional aspects: The country is viewed very positively for its favourable environment for investors and entrepreneurs. However, Luxembourg is less strongly associated with science and research, particularly as a leader in space research and technologies.
• Nature: Luxembourg is associated with beautiful landscapes, well-preserved nature, and attractive lakes and rivers.
• Normative/ethical aspects: Luxembourg is very strongly associated with ethics and values. It is perceived as a country committed to building a sustainable society, while also being open and tolerant.

Behavioural factors

• Positive word-of-mouth about Luxembourg is primarily driven by normative values, especially the importance attached to peace and human rights.
• Luxembourg is generally perceived as a very likeable country, largely linked to its appeal as a tourist destination. A large majority of respondents in Italy would like to visit Luxembourg one day.
• Luxembourg is also seen as an attractive place to live and work, although to a considerably lesser extent. However, the better people know the country, the more they express a desire to live and work there.

Implications

• Increase awareness of Luxembourg and further strengthen its cultural dimension.
• Strategic communication highlighting Luxembourg’s modern innovations and technological contributions could broaden perceptions of the country while further enhancing its overall attractiveness.