In brief

• 76% of respondents say they know the country (5% very well, 70% moderately, and 25% a little).
• Of those familiar with Luxembourg, 26% have already visited the country, mainly for tourism (71%), followed by private reasons (visiting friends or family, 18%) and business purposes (16%).
• 18% recall having seen media coverage about Luxembourg.

Spontaneous associations

Spontaneous associations are mainly that Luxembourg is:

• a small country (34%) and
• a prosperous country (17%).

In terms of image

Overall, all items are evaluated positively:

• Functional dimension: The quality of governance and Luxembourg’s attractiveness as a place to work are particularly well rated. However, Luxembourg is less associated with science and research, especially as a leader in space research and space technologies.
• Normative dimension: Luxembourg is very strongly associated with ethics and values. In particular, it is perceived as a supportive, responsible, open, and tolerant country where many cultures and nationalities coexist.
• Cultural dimension: Luxembourg is particularly recognized for the richness of its history and traditions, as well as for the dynamism of its creative cultural scene and the quality of its wines.
• Natural dimension: Luxembourg is associated with beautiful landscapes and, to some extent, with attractive lakes and waterways.
• Emotional dimension: All emotional attributes are rated predominantly (very) positively. Luxembourg is especially described as an attractive destination, which appears to relate mainly to its appeal as a tourist destination.

Behavioural factors

• The vast majority of respondents (86%) would like to travel to Luxembourg one day.
• Luxembourg is also perceived as an attractive place to live and work, although to a significantly lesser extent.
• However, the better respondents know Luxembourg, the stronger their desire to live and work there becomes.

Implications

• Luxembourg should make greater efforts to raise awareness of its gastronomy, notable personalities, and innovations in order to diversify and enrich its image among the Latvian public.
• Strategic communication highlighting Luxembourg’s modern innovations and technological achievements could enhance perceptions while further strengthening its overall attractiveness