IN BRIEF

• In the United States, Luxembourg’s level of recognition is moderate: 47% of respondents say they know the country (27% very well, 53% quite well and 20% a little). Compared to 2019, Americans are more familiar with Luxembourg (+15% overall improvement), which has reduced stereotypes and diversified points of interest.
• 44% of those who know the country have already been there, mainly for tourism purposes (77%), followed by business purposes (40%), private purposes (to visit a friend or family member, 40%) and for further education (21%).
• 39% recall having seen media coverage on Luxembourg.

SPONTANEOUS ASSOCIATIONS

Americans spontaneously associate Luxembourg with the idea of:

• a small country (16%),
• a country with unique and international cultural assets (16%),
• and country with magnificent landscapes (14%).

IN TERMS OF IMAGE

In the United States, Luxembourg’s positive image is now driven by a dominant cultural dimension, which has overtaken nature as the primary image lever since 2019. While normative and functional aspects complement this profile, economic strengths remain less visible. This shift toward a more nuanced perception is accompanied by a rise in emotional image and significant progress in normative values.

• Cultural aspects: the country’s rich history and strong cultural assets with appealing traditions and creative cultural scene are well appreciated, while sports, premium wines and public figures remain relatively less visible.
• Normative / ethical aspects: openness to foreigners, solidarity and responsibility towards future generations make the country particularly appealing, reinforcing its image as a tolerant and welcoming society.
• Nature: nature is a core pillar of Luxembourg’s image in the United States, strongly associated with beautiful landscapes, intact nature and attractive lakes and rivers.
• Functional aspects: the country is valued as an attractive place to work with high standards in terms of governance and an investor- and business-friendly country, though it is less strongly associated with a leading role in the global economy or in space research and technologies.
• Emotional image: Luxembourg stands out for its friendly inhabitants, contributing largely to the image of a fascinating, welcoming, and likable nation.

BEHAVIOURAL FACTORS

• A large majority of Americans intent to visit Luxembourg, mainly driven by its intact nature, such as its lakes and rivers, which are also supported by functional aspects such as governance and attractive working conditions.
• With greater familiarity, intentions to settle professionally, speak positively about Luxembourg and engage economically with the country increase significantly, with positive word-of-mouth mainly linked to normative values such as foreign policy and environmental protection.
• Purchase intentions for Luxembourgish products are mainly driven by cultural aspects, especially creativity, followed by functional aspects such as political stability and investor-friendliness.
• Living and working in Luxembourg is perceived as attractive, though less strongly than travel, and is mainly supported by cultural assets and gastronomy.

IMPLICATIONS

Communication efforts in the United States should build on Luxembourg’s strong normative and nature-related image while strengthening its functional and economic visibility by positioning the country as a growing hub of innovation and excellence.

Expanding awareness beyond tourism and culture, particularly in research and high-value industries, and leveraging positive associations related to governance, openness and quality of life can further support Luxembourg’s attractiveness for travel, talent, investment and long-term professional engagement.