"Luxembourg, that's a holiday": the 2025 season opens the bet on nature

The tourist season has begun in Luxembourg - officially kicking off on the first weekend after Easter with the new campaign "Lëtzebuerg, dat ass Vakanz", which translates as "Luxembourg is a holiday". Like spring itself, the campaign brings a fresh focus: nature, active tourism and outdoor spaces. This focus has become particularly relevant since 2020, when interest in outdoor holidays has increased dramatically due to the pandemic.

According to Sebastian Reddeker, CEO of Luxembourg for Tourism, the summer campaign changes its theme every year. After a cultural focus in 2024, in 2025 the focus shifts to hiking trails, green spaces and campsites, also thanks to significant government investment in this infrastructure.

Alongside the perennial hits - Vianden Castle, the casemates, the Mullerthal trails and the Parc Merveilleux wonder park in Bettembourg - the campaign is also promoting new formats. This year, it kicks off with an information event at Place d'Armes in Luxembourg, where guests can learn about attractions in all regions of the country.

One of the highlights of the season will be the Luxembourg Urban Garden (LUGA), a large-scale green initiative that will take place from May to autumn in two cities at once: Luxembourg and Ettelbruck. It will combine urban gardening, landscape design and art installations, redefining the urban environment as a space for sustainable recreation.

The year 2025 also marks the 40th anniversary of the Schengen Agreement, an important symbol of Luxembourg's openness and European spirit. This event will be played out in themed tours and exhibitions, reinforcing the country's image as a centre of European unity.

Although tourism contributes a relatively small share of Luxembourg's GDP and employs around 40,000 people, its symbolic and cultural significance is great. In 2024, approximately 1.5 million tourists visited the country, generating 3.6 million overnight stays. It was a "really good year," according to Reddecker. The average spend per tourist was 190 euros per night, a figure above the regional average.

A special feature of the tourist calendar is that one third of trips are in autumn and winter, making Luxembourg a year-round destination despite the official season from April to September.