Tourism development - The main national guidelines

In June, Luxembourg's tourism strategy was presented by Lex Delles, minister for the Middle Classes and Tourism, and Jeanne Tonnar, President of Luxembourg for Tourism (LFT), in front of a crowd of around a hundred representatives from the sector.

The Directorate General of Tourism recently finalised its national tourism development strategy. The process of carrying out this measure was based on both studies and expert analyses, complemented with the opinions and real-life experiences of Luxembourg tourism professionals.

The objective is to narrow, reframe, and further develop the main strategic directions of Luxembourg's tourism development policy. Specifically, the initiative aims to strengthen the positive outcomes of tourism and to support the sector in its development despite the sometimes dramatic shifts in society and the sector itself.

Destination positioning

A strategic document "Menschen, Regiounen an Ekonomie") has been published which describes the process of positioning Luxembourg as a destination. It also contains a framework for the targeted development of leisure tourism in Luxembourg.

“Tourism is an important economic sector, and it also plays a central role in improving the quality of life for residents, cross-border workers, and tourists, as well as the sustainable development of the country,” explained Lex Delles. “Both our society and our tourism have developed at a rapid pace in recent years, and the requirements for a contemporary and sustainable offer are constantly changing.”

For Lex Delles, one thing is clear: “The Grand Duchy has extraordinary potential as a tourism destination. In addition to its rich offerings for visitors, it has got some qualities that have become increasingly important in recent years,” he added.

Its strong points include outdoor activities in the middle of unspoilt and diverse natural surroundings, a strong culture of welcoming others, and a high quality of life enjoyed by residents and tourists alike.

Jeanne Tonnar has presented the ten major guidelines of this new strategy. She has specified that, among other things, Luxembourg tourism should “concentrate on the (changing) needs of people – customers, employees, residents and cross-border workers, but also strengthen and harmonise the enjoyment of both visiting Luxembourg and living here.”

She added that “its offer should be enjoyed as comfortable for all and accessible to all, regardless of age, disability, or how heavy one’s luggage is…”

Still, according to Jeanne Tonnar, Luxembourg tourism “must strengthen its acknowledged role as a part of the economy” but also “be built on trustful cooperation, clearly structured and result-oriented, between the concerned players, even those beyond the national borders.”

Furthermore, in concert with the General Directorate of Tourism, LFT plans on making the most of this real potential to further promote the country's tourism development. According to the phrase “Mënschen, Regiounen an Ekonomie: de wäertorientéierten Tourismus als aktive Dreiwer fir méi Liewens- an Openthaltsqualitéit,” going forward we shall expand the positive effects of tourism.

Participatory creation

“The new tourism strategy not only provides the conditions and framework for the country’s tourism future, it also highlights the areas of development on which we should focus,” added Sebastian Reddeker, CEO of LFT. “Tourism in the Grand Duchy should earn even more trust because, as well as being cross-sectoral, tourism can actively contribute to improving the situations of people, regions, and the economy!”

Regarding methodology, the development of the strategic document “Mënschen, Regiounen, Ekonomie” was partially based on studies, analyses, and ideas carried out and elaborated by government agencies, research institutes, and German consulting firms.

It was then further adapted to the Luxembourg sectoral context through numerous exchanges and discussions that took place in January and February 2021 with professionals from the Grand Duchy’s tourism ecosystem.