National rebranding: how Luxembourg is transforming the world’s perception of the country

The Luxembourg Government has unveiled a new action plan for the development of the national brand up to 2030, timed to coincide with the tenth anniversary of the large-scale ‘LuXembourg – Let’s Make It Happen’ initiative. The long-term strategy was launched with the aim of bringing together all international projects promoting the country under a single concept and demonstrating to the international community that Luxembourg is much more than just a global financial centre.

The Minister for the Economy, Lex Delles, emphasised that the campaign aims to present the country’s true character through its people, geographical regions, local produce and crafts. According to the minister, recent independent research confirms a qualitative shift in the perception of Luxembourg abroad, where the identity of the revamped brand has already become firmly established. To date, the promotional network comprises more than 40 partners from among government institutions, commercial enterprises and civil society organisations. Furthermore, the number of participants integrated into the overall brand architecture has increased by 200 per cent compared with 2021, when the previous action plan was approved.

Beryl Koltz, Head of National Branding Strategy, also highlighted the community’s professional development and noted a growing sense of identification with Luxembourg’s values, both domestically and on the international stage. Around €3 million has been allocated to implement the new phase of the programme, which runs until 2030. The key priorities identified are attracting highly qualified foreign specialists and promoting the country’s high quality of life. As part of long-term projects, the ‘LuXembourg House’ representative centre is set to open in Luxembourg by the end of this year, and the brand’s presence will be expanded at Luxembourg International Airport, which serves as a key showcase for the country.

To mark the initiative’s tenth anniversary, the authorities have launched an interactive campaign entitled ‘LuXembourg. 10 Years. 10 Letters’. Ten large letters spelling out the word ‘Luxembourg’ have been installed at various iconic locations across the country, with each letter symbolising a particular strength or unique characteristic of the country. Until 22 September, residents and visitors can take part in the hunt for these installations, scan the QR codes displayed on them to explore Luxembourg’s history interactively, and enter prize draws. The organisers have already published the first clue, which suggests that one of the letters is located in the immediate vicinity of the Grand Ducal Palace and the Parliament building.