IN BRIEF

• In Germany, Luxembourg enjoys relatively high level of recognition: 74% of respondents say they know the country (14% very well, 67% quite well and 18% a little)
• Of those who know the country, 63% have already visited Luxembourg, mainly for tourism purposes (83%), followed by personal reasons (visiting friends or family members, 15%) and business reasons (13%).
• 27% recall having seen media coverage about Luxembourg.

Spontaneous associations

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

• a small country (18%),
• a country with unique and international cultural assets (16%), and
• a country with very beautiful landscapes (13%).

In terms of image

• Functional dimension: Luxembourg is rated particularly highly for its attractiveness as a place to work and for investors. However, the country is less strongly associated with a leading position in the global economy, particularly as a leader in research and space technologies.
• Normative / ethical dimension: Luxembourg is very strongly associated with ethics and values. In particular, it is perceived as a tolerant and open country where different cultures and nationalities coexist, as well as a supportive and responsible country that plays an important role in safeguarding peace and human rights.
• Cultural dimension: Its rich history and gastronomy are highly valued. By contrast, its public figures and sporting achievements are less well known.
• Nature dimension: Germans perceive Luxembourg very positively in terms of nature. The country is primarily associated with beautiful landscapes, well-preserved natural environments, and attractive lakes and rivers.
• Emotional dimension: Germans evaluate Luxembourg very positively overall and describe it as a country with welcoming and friendly people, a highly pleasant country, and an attractive and fascinating destination, particularly for travel.

Behavioural factors

• The intention to speak positively about Luxembourg is primarily influenced by the normative dimension, notably values such as solidarity, tolerance, environmental protection and ethically responsible businesses.
• The decision to purchase products from Luxembourg is influenced by cultural aspects, particularly the country’s traditions, creativity and gastronomy.
• A large majority of Germans surveyed would like to travel to Luxembourg one day, especially because of its preserved natural environment and beautiful landscapes.
• Luxembourg also appears attractive as a 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

• In light of the findings of this analysis, it would be advisable to focus the communication strategy on the normative and functional dimensions of Luxembourg’s reputation, as these have the greatest impact on its overall reputation.
• It will be essential to continue highlighting the country’s ethical standards and sustainability, as well as its effective governance and capacity for innovation.

Comparative analysis

Since the previous study conducted in Germany in 2019, Luxembourg’s evaluation has improved across all dimensions. Particularly noteworthy is the increase of +0.7 points (+15%) in overall reputation (emotional evaluation of Luxembourg) and in the nature dimension.