In brief

• 51% of respondents say they are familiar with Luxembourg (13% are very familiar with it, 67% moderately familiar, and 21% slightly familiar).
• Among those who are familiar with the country, 33% have already visited Luxembourg, mainly for tourism (85%), followed by personal reasons (visiting friends or family, 15%) and business purposes (15%).
• 34% of respondents recall having seen information about Luxembourg in the media.

Spontaneous associations

The most common spontaneous associations relate to the image of:

• a country with unique and international cultural assets (19%);
• a small country (17%).

In terms of image

Overall, all evaluated dimensions receive positive ratings.

• Functional dimension: Spaniards value Luxembourg’s high-quality education opportunities and its attractiveness as a place to work.
• Normative dimension: Luxembourg is perceived as a multicultural, open and tolerant country that is committed to peace.
• Cultural dimension: The country is associated with a rich history, strong traditions and unique cultural assets.
• Natural dimension: Luxembourg is associated with beautiful landscapes, picturesque waterways and well-preserved nature.
• Emotional dimension: Luxembourg is perceived as an attractive country.

Behavioural indicators

• A large majority of respondents (83%) would like to visit Luxembourg one day.
• 60% would like to live and work in Luxembourg. The better respondents know Luxembourg, the greater their interest in living and working there.
• 73% would be willing to buy Luxembourgish products or services.
• 76% say they would speak positively about Luxembourg.

Implications

• Highlighting Luxembourg’s multicultural character and technological strengths more prominently could further enhance its attractiveness among the Spanish public.
• The image of Luxembourg as a modern and innovative country provides an opportunity to diversify and further enrich its overall perception in Spain.