In Brief

• 55% of respondents say they are familiar with Luxembourg (13% know it very well, 63% fairly well, and 24% a little).
• Among those who know the country, 25% have already visited it, mainly for tourism (77%), followed by private reasons (visiting a friend or family member, 19%) and business reasons (17%).
• 23% of respondents recall having seen information about Luxembourg in the media.

Spontaneous Associations

The most common spontaneous associations relate to the image of Luxembourg as:

• a country with unique and international cultural assets (17%);
• a small country (16%) and
• a prosperous country (9%).

In terms of image

Overall, Québec respondents evaluate all four dimensions positively.

• Functional dimension: Excellent education and professional development opportunities, a favorable climate for investors, and Luxembourg’s attractiveness as a place to work are particularly appreciated. However, Luxembourg is less associated with science and research, and even less with playing a leading role in space research and technologies.
• Normative dimension: Luxembourg is perceived as an open and tolerant country where foreigners are welcome.
• Cultural dimension: Luxembourg is recognized for the richness of its history and traditions, as well as for the dynamism of its cultural scene.
• Natural dimension: Québec respondents associate Luxembourg with beautiful landscapes, picturesque lakes and rivers, as well as well-preserved nature.
• Emotional dimension: Luxembourg is described as an overall likable country, a perception that appears to be closely linked to its attractiveness as a tourist destination.

Behavioral Factors

• A majority of respondents (77%) would like to travel to Luxembourg one day.
• 47% would like to work and live there.
• 67% would be willing to buy Luxembourgish products or services.
• 66% say they would speak positively about Luxembourg.

Implications

• Luxembourg’s image in Québec is primarily based on emotional and heritage-related dimensions but is held back by limited visibility in the areas of innovation and modern achievements.
• Greater emphasis should therefore be placed on Luxembourg’s technological strengths and modern innovations.