In Brief

Luxembourg enjoys strong internal recognition and a deep sense of belonging: 82% of respondents are familiar with the official slogan “Luxembourg: Let’s make it happen”, widely perceived as positive and modern, particularly by non-nationals and those educated abroad.

In terms of Image

Overall perceptions are balanced: all dimensions — cultural, natural, functional, and normative — are considered important. Culture stands out as the most significant, followed by nature, with functional and normative aspects complementing the image. Nature scores highest in evaluations, while culture shows potential for further development.

• Cultural: Key image drivers include wine, charismatic personalities, nightlife, national cuisine, and the history. Culture is seen as an experiential lever that can strengthen engagement among residents and visitors.
• Nature: Landscapes, natural areas, and rivers each serve as value drivers for Luxembourg’s image.
• Functional: State efficiency, labor market attractiveness, and the quality of the research landscape are major image drivers.
• Normative/Ethical: Values such as intergenerational responsibility, peace, human rights, tolerance, and corporate ethics are appreciated.

Behavioral Factors

• Positive word-of-mouth about Luxembourg is mainly driven by functional factors, particularly its research hub, complemented by nature (landscapes and rivers) and culture (wine and charismatic personalities).
• Intentions to purchase Luxembourgish products rely primarily on functional and cultural factors, including Luxembourg’s role in research and fintech, as well as its wine culture and prominent figures.
• Tourism recommendations are primarily driven by nature, followed by functional aspects.
• Intentions to live and work in Luxembourg are largely influenced by functional and normative factors, including the country’s research role and values such as ethics, tolerance, and intergenerational responsibility.

Awareness of National Initiatives

Awareness of national initiatives is high: Luxembourg – Let’s Make It Happen (82%), Visit Luxembourg (90%), Luxinnovation (72%), Luxembourg for Finance (69%), and Research in Luxembourg (61%).

82% are familiar with the official slogan “Luxembourg: Let’s make it happen”; 43% perceive it as positive, 39% as attractive, and 39% as modern.

National Values

Residents generally feel that Luxembourg embodies the country’s core values — openness, reliability, and dynamism — and identify with them. Openness is the most strongly associated value (83%), followed by reliability (78%), while dynamism is slightly less pronounced (76%).

Key Economic Sectors

Banking and financial services are identified as the key sector (59%), followed by agriculture, tourism, and logistics (around 30% each). Innovation, technology, and creative industries remain less visible in public perception (15%).

Attractiveness for Talent

Luxembourg is seen as attractive to international talent due to salaries and social benefits (41%), multilingualism (27%), quality of life (26%), and healthcare (24%). Areas perceived as weaker include work-life balance, cultural diversity, and work-family compatibility.

Implications

Although Luxembourg’s functional image is already strong, it could be further highlighted through “success stories” in research, public innovation, and future-oriented projects (fintech, space, creative industries). These emerging sectors remain underrepresented in public perception but hold high potential, especially for local or specialized consumption.

Strengthening coherence between innovation, stability, and reliability would anchor Luxembourg’s positioning as a forward-looking nation. Given the importance of normative and ethical values in shaping perception, intergenerational responsibility, peace, human rights, tolerance, and corporate ethics could be more prominently featured in public campaigns.