In brief

• In the United Kingdom, 58% of respondents say they are familiar with Luxembourg (12% very familiar, 66% moderately familiar, and 23% somewhat familiar).
• 43% of those who know the country have already visited it, mainly for tourism (78%), followed by business purposes (23%) and private reasons (visiting a friend or family member, 12%).
• 29% recall seeing media coverage about Luxembourg.

Spontaneous Associations

The spontaneous associations made by British respondents are dominated by the idea of Luxembourg as:

• a small country (22%),
• a country with very beautiful landscapes (17%), and
• a country with unique and international cultural assets (16%).

In terms of image

• Functional Dimension: Most functional attributes are rated positively, particularly the competence of the government, and Luxembourg’s attractiveness as a place to work. However, Luxembourg is less strongly associated with being a global pioneer in financial technologies (fintech), research, or space technologies.
• Normative Dimension: Luxembourg is perceived as welcoming to foreigners, open and tolerant, supportive and responsible, a country where different cultures and nationalities coexist.
• Cultural Dimension: Luxembourg is perceived as having a rich history, a creative cultural scene, and appealing traditions.
• Nature Dimension: British respondents view Luxembourg very positively in terms of nature, particularly for its beautiful landscapes, attractive lakes and rivers, and well-preserved natural environments.
• Emotional Dimension: Luxembourg is described as a country with welcoming and friendly people.

Behavioral Factors

• The vast majority of British respondents would like to visit Luxembourg at least once.
• Luxembourg is also seen as an attractive place to live and work, although to a significantly lesser extent.
• However, the better people know the country, the stronger their desire to live and work there becomes.

Implications

• Efforts should focus on increasing general awareness and, in particular, enhancing Luxembourg’s cultural visibility. Examples include organizing exhibitions on Luxembourg’s history and traditions in iconic British venues, showcasing Luxembourgish gastronomy, such as wines and culinary specialties, at dedicated festivals and events.
• It is also important to communicate Luxembourg’s normative values, particularly its commitment to ethical causes such as peace, human rights, and sustainability.

Comparison with 2019

• Luxembourg has improved significantly across all five reputation dimensions since the previous study conducted in the United Kingdom.
• In particular overall reputation (the emotional dimension) increased markedly (+20.9%). The cultural dimension, which was the lowest-rated reputation dimension in 2019, also improved substantially (+25.0%).
• In 2024, the number of people who know Luxembourg or have visited the country increased considerably.