In brief

• In the Netherlands, 84% of respondents say they know the country (18% are very familiar with it, 74% moderately familiar, and 9% slightly familiar).
• 88% of those familiar with the country have already visited it, mainly for tourism purposes (88%), followed by private reasons (visiting a friend or family member, 9%) and business reasons (8%).
• 29% recall having seen media coverage about Luxembourg.

Spontaneous Associations

The spontaneous associations made by Dutch respondents are dominated by the idea of:

• a country with unspoiled nature (24%),
• a country with very beautiful landscapes (21%), and
• a country where alcohol and cigarettes are cheaper (14%).

In terms of image

• Functional dimension: Most functional attributes are rated positively, especially attractiveness for investors and attractiveness as a place to work. However, Luxembourg is less associated with a strong position in the global economy or with leadership in research and space technologies.
• Normative dimension: Luxembourg is notably perceived as a country that welcomes foreigners, is open and tolerant, supportive, and responsible.
• Cultural dimension: Luxembourg is perceived as having a rich history, unique and internationally recognized cultural assets, as well as attractive traditions.
• Natural dimension: Luxembourg is perceived as a country with very beautiful landscapes, magnificent lakes and rivers, and preserved nature.
• Emotional dimension: Luxembourg is perceived as a country with welcoming and friendly people, an attractive and generally likeable country, and to a lesser extent, a fascinating country.

Behavioral Factors

• The vast majority of respondents in the Netherlands would like to visit Luxembourg.
• Luxembourg is also seen as an attractive place to live and work, though to a significantly lesser extent.
• However, the greater the knowledge of the country, the stronger the desire to live and work there.

Implications

• It is recommended that the communication strategy focus on Luxembourg’s cultural strengths, as these have the greatest impact on overall reputation and, among all reputation dimensions, also offer the greatest potential for improvement (average = 4.6).
• To attract workers from the Netherlands, only the functional reputation is decisive. Luxembourg could further improve its functional reputation by strengthening communication about its attractiveness as a place to work, the strength of its economy, and the quality of its products.

Comparison with 2019

• Between 2019 and 2024, Luxembourg’s reputation in the Netherlands has improved across all dimensions. Progress includes an increase of +0.3 points in the cultural, natural, and normative dimensions, and a rise of +0.1 points in the functional dimension. These gains reflect an overall effort to strengthen the country’s visibility and attractiveness.
• It is also noteworthy that in 2024, Luxembourg is much better known and that more people (+9%) report having visited it at least once compared with 2019.