In brief

• In Canada, Luxembourg is enjoying increasing recognition: 51% of respondents say they know the country (15% % have a high knowledge of Luxembourg, 57% a medium one and 29% a low one).
• 26% of those who know the country have already been there, mainly for tourism purposes (74%), followed by private purposes (to visit a friend or family member, 34%) and business purposes (16%).
• 32% recall having seen media coverage on Luxembourg.

Spontaneous associations

Canadians spontaneously associate Luxembourg with the idea of:

• a small country (19%),
• a country with unique and international cultural assets (13%),
• a country with magnificent landscapes (13%),
• and a prosperous country (13%).

In terms of image

• Cultural aspects: cultural diversity, Luxembourgish gastronomy and the (UNESCO) heritage resonate particularly with a Canadian audience that embraces multiculturalism.
• Functional aspects: research, the start-up ecosystem and the work-life balance are perceived positively and correspond to Canadian expectations.
• Nature: the landscapes and rivers attract tourists, but might hinder the perception of professional opportunities.
• Normative/ethical aspects: values such as peace, openness to foreigners and environmental protection are recognised, but play a secondary role in the emotional image.

Behavioural factors

• From a behavioural perspective, the tendency to speak positively about Luxembourg is mainly associated with normative values, particularly the importance attached to peace and openness to foreigners.
• Purchase intentions for Luxembourgish products are based more on functional factors, with a strong emphasis on the country’s stability and its scientific and research profile.
• Motivations to travel remain strongly influenced by natural assets, particularly rivers and landscapes.
• As regards attracting talent, culture (traditions and history) is gaining importance and becoming a decisive lever.

Implications

It is important to link the country’s natural assets to an urban narrative focused on professional opportunities (‘careers in the city, nature just a stone’s throw away’) and to highlight the business-friendly environment, excellence in research and commitment to sustainable development.