In brief

• In Belgium, Luxembourg enjoys a high level of awareness: 89% of respondents say they are familiar with the country (17% very familiar, 72% moderately familiar, and 11% somewhat familiar).
• 90% of those who know the country have already visited it, mainly for tourism purposes (84%), followed by private reasons (visiting friends or family members, 15%) and business reasons (13%).
• 25% recall having seen media coverage about Luxembourg.

Spontaneous Associations

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

• a country with well-preserved nature (23%),
• a country with very beautiful landscapes (13%),
• a country where alcohol and fuel are cheaper (13%).

In terms of image

• Cultural: This dimension, the most important for reputation, is shaped by attractive traditions, typical local dishes, and a creative cultural scene.
• Functional: Only high-quality products and services, together with a competent government, play a significant role in this dimension.
• Nature: This dimension is characterized by beautiful landscapes, largely preserved natural environments, as well as lakes and rivers.
• Normative/Ethical: Responsibility toward future generations, Luxembourg’s tolerance, and solidarity are particularly important elements of this dimension.

Behavioral Factors

• A large majority of surveyed Belgians would like to visit Luxembourg one day.
• Luxembourg is also perceived as an attractive place to live and work, although to a significantly lesser extent.
• However, the greater the familiarity with the country, the stronger the desire to live and work in Luxembourg.

Implications

• Improving the cultural dimension, identified as a key driver, would significantly strengthen Luxembourg’s overall reputation, particularly on an emotional level. Promoting cross-border initiatives, such as cultural and economic collaborations, could also reinforce ties and further enhance positive perceptions.
• To attract talent to Luxembourg, communication should emphasize the country’s strengths in the functional dimension: high-quality products, an efficient government, and Luxembourg’s leadership in innovative financial technologies (blockchain) and space research.

Comparison

• Since 2019, Luxembourg’s reputation in Belgium has evolved positively. The cultural and natural dimensions have consolidated their central role, while the functional dimension has gained slightly more importance due to greater recognition of Luxembourg’s infrastructure and services.
• Regarding behavioral intentions, the functional dimension is expected to be the primary driver in Belgium in 2024 and plays an essential role. By comparison, in 2019, the nature dimension was the dominant factor.