Are people aware of Luxembourg as a destination?
In 2023-2024, Luxembourg for Tourism (LFT) carried out a large-scale new research project: the “Brand & Potential Study” for destination Luxembourg in multiple source markets. The aim of the study is to assess destination Luxembourg’s brand strength, awareness and future visitation potential, and to measure the extent to which relevant tourism themes and brand attributes are associated with the destination.
Field work was done via online panels with representatives for the 18 – 75-year-old population in European source markets travelling abroad. So far, data is available for Germany, Belgium, Netherlands, France, UK, Ireland, Switzerland, Austria, Denmark, Sweden and Portugal. In a next step, the study will also be carried out in Spain and Italy.
The data collected allows LFT to identify potential growth markets, themes and segments, future demand drivers, as well as strengths and weaknesses in the perception of Luxembourg as a destination. The studies also provide insights on other topics such as travel inspiration and sustainability aspects. It is therefore a valuable tool to guide future marketing priorities, content production and strategic decision-making.
In advance of the full report, here we present a few key results:
- 55% of respondents find Luxembourg rather likeable as a destination, with ratings highest among Belgians, Dutch, Germans and Swiss, as well as among past visitors, confirming tourism’s strong and positive impact on the nation brand overall.
- 34% would be willing to consider Luxembourg for a future holiday trip, while only 20% have already visited the Grand Duchy at least once in the past, so there is a clear net growth potential.
- 27% of Europeans considering Luxembourg for a future visit would prefer to come for a longer stay (4+ nights). This is especially the case for outdoor fans but also for many niche travellers. Niche themes can in this way be a driver for length of stay extension.
- City travel remains the single most associated tourist theme associated with destination Luxembourg (37% of respondents). Other themes already well associated with Luxembourg are hiking, cycling, luxury travel, wellness, camping and culture.
- The study reveals untapped growth potential in a range of niche themes such as history, Unesco, industrial heritage, remembrance tourism, events, learning/new skills, and visiting film locations.
- Out of sixteen key brand attributes, “safe”, “clean”, “of high quality” and “welcoming” are those most frequently associated with destination Luxembourg
- 21% of respondents are generally more interested in visiting lesser-known places, but another 46% would at least to some extent also visit lesser-known spots in order to avoid crowds.
- 52% of respondents would be more willing to consider sustainable offers for their future travels if the prices of such offers were lower. In addition, easier-to-find information on such offers and a better compatibility with people’s own holiday wishes are drivers for a higher acceptance of sustainable offers in the future.
