Monday, June 30, 2025
Luxembourg’s tourism strategy is set to expand its reach across key European markets including the UK, Germany, Belgium, France, Switzerland, Austria, Italy, and the Netherlands, aiming for regional growth and fostering cross-border collaboration. With a focus on sustainability and selective tourism, Luxembourg is not only promoting its diverse regional offerings but also strengthening its international presence through strategic partnerships and initiatives. The country’s approach seeks to position it as a premier European destination, while enhancing its appeal to both leisure and business travelers from these key markets.
Eric Thill, Luxembourg’s Minister for Tourism and Culture, outlines the country’s strategic vision to promote sustainable, selective tourism that caters to both leisure and business travel sectors. With an emphasis on fostering a balanced approach to tourism, Luxembourg’s government is dedicated to presenting the country as an ideal destination for diverse travelers, highlighting its regional offerings, unique heritage, and authentic experiences.
Luxembourg’s tourism outreach focuses on several key European markets, including Germany, Belgium, France, the Netherlands, the UK, and Switzerland. Expanding its reach, Luxembourg is also targeting Nordic countries, Austria, and Italy, while also forging partnerships with European platforms to connect with travelers from North America and Asia. By building on its proximity to major global tourism markets, Luxembourg is working to establish itself as a key player in international tourism.
The country’s small size belies its vast diversity, as explained by Eric Thill. Luxembourg’s tourism strategy revolves around emphasizing regional identities, which offer travelers a wide variety of experiences. These include the Moselle wine region, famous for its picturesque vineyards, the natural beauty of Mullerthal’s forests, the tranquil, pastoral landscapes of Guttland, the scenic Oesling hills, and the historically rich industrial south. The unique cultural and geographical contrasts across the country offer a diverse tourism product, appealing to those seeking both relaxation and exploration.
While Luxembourg City has traditionally served as the focal point for business events, there is a strong push to diversify and promote regional venues. Thill emphasizes that the country’s high-quality infrastructure and its rich, authentic experiences extend beyond the capital. The government is focused on promoting MICE (Meetings, Incentives, Conferences, and Events) venues in the regions, thereby broadening the tourism offer and ensuring that visitors experience the true diversity of Luxembourg’s landscape and heritage. This strategic approach aims to highlight the variety of the country’s offerings while appealing to different types of travelers.
In line with these efforts, Luxembourg’s tourism strategy includes a strong emphasis on themes such as nature, heritage, gastronomy, wine culture, and outdoor activities. These elements are used to craft communication campaigns designed to attract travelers seeking authentic, off-season experiences or those looking to stay longer. By promoting these themes, Luxembourg aims to offer visitors a chance to experience not just the typical tourist attractions, but also the country’s unique cultural fabric, allowing for a deeper connection with the destination.
The government’s cross-border cooperation initiatives are also an essential part of its tourism strategy. Eric Thill points to the Greater Region framework, which includes Luxembourg, East Belgium, Southwest Germany, and Eastern France, as a cornerstone of regional collaboration. These efforts focus on mobility, the cross-promotion of shared heritage, and organizing joint cultural events, which in turn help to create a more cohesive tourism offering across national borders. Luxembourg for Tourism works closely with neighboring countries and participates in international events organized through the European Travel Commission. By attending key trade and media events in Paris, London, Brussels, and Barcelona, Luxembourg is strengthening its tourism profile on the international stage, targeting both trade professionals and the media.
Business tourism plays a central role in Luxembourg’s economic growth, with Eric Thill underscoring its significance. Business events not only drive professional travel but also foster innovation, international exchange, and global visibility. To position the country as a world-class MICE destination, Luxembourg established the Luxembourg Convention Bureau (LCB) in 2019. The LCB has been successful in bringing together over 200 stakeholders, actively supporting more than 150 events annually. Additionally, the LCB works tirelessly to promote Luxembourg at major international trade shows, such as IMEX and IBTM, to attract more business events to the country.
As part of its forward-looking approach, Luxembourg has launched the “Business Events 2030” strategy, aiming to solidify the country’s position as a leading European destination for professional events. The strategy places a strong emphasis on innovation, sustainability, and synergies with emerging sectors such as finance, space, and green technology. Eric Thill explains that business tourism is seen as a vital economic diversification tool, with significant political and financial backing from the government to support the growth of this sector.
Another key initiative that has positively impacted Luxembourg’s tourism sector is the introduction of free public transport, which has been available since 2020. This initiative has not only simplified travel within the country but has also positioned Luxembourg as a green, sustainable travel destination. Thill points out that this move has improved Luxembourg’s image among both leisure and business visitors, providing a seamless and environmentally friendly travel option. According to surveys, 14% of overnight tourists and 12% of day-trippers chose Luxembourg in part due to the availability of free public transport. Moreover, the initiative has been embraced by visitors, with more than half of all tourists using public transport, including trams, buses, and trains. In particular, tram ridership has increased fivefold in just a few years, demonstrating the success of this initiative in boosting Luxembourg’s tourism appeal.
Luxembourg’s tourism strategy focuses on expanding its reach to key European markets such as the UK, Germany, Belgium, France, Switzerland, Austria, Italy, and the Netherlands. This approach aims to foster regional growth and strengthen cross-border collaboration in tourism.
In summary, Luxembourg’s tourism strategy is multi-faceted, focusing on regional diversification, sustainability, and innovation. By promoting both leisure and business tourism, the country is setting itself up to be a leading destination for authentic, immersive experiences, while also positioning itself as a thriving hub for international business events. Through its regional collaborations, innovative strategies, and infrastructure improvements, Luxembourg is actively shaping its tourism landscape to attract a broader range of visitors and further solidify its place on the global tourism map.
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