In brief

• In Singapore, Luxembourg enjoys quite a high level of recognition: 67% of respondents say they know the country (18% very well, 63% quite well and 19% a little).
• 31% of those who know the country have already been there, mainly for tourism purposes (82%), followed by business purposes (21%) and private purposes (to visit a friend or family member, 21%).
• 46% recall having seen media coverage on Luxembourg.

Spontaneous associations

Singaporeans spontaneously associate Luxembourg with the idea of:

• a small country (20%),
• a country with unique and international cultural assets (16%) and
• a prosperous country (15%).

In terms of image

• Cultural aspects: Luxembourg is appreciated for its rich traditions, its gastronomy and its significant cultural assets (UNESCO).
• Normative/ethical aspects: positive perceptions stem from its openness to foreigners, its environmental responsibility and its contribution to peace.
• Nature: the country’s natural beauty, including its landscapes and rivers, enhance the overall impression.
• Practical though not central to shaping its overall image, Luxembourg is recognised for its strength in research, its entrepreneurial environment and its attractiveness as a workplace.

Behavioural factors

• Behavioural patterns remained stable overall between 2020 and 2025. Positive statements about Luxembourg and the interest in travel are mainly driven by normative values, particularly the importance attached to sustainability and peace. Nature (landscapes and rivers) also boosts the country’s appeal as a tourist destination.
• Purchasing Luxembourgish products and attracting talent are based more on the country’s functional strengths: quality of products, attractive work environment and effective governance. These dimensions remain decisive in guiding behaviour, even though they contribute less to shaping the emotional image.