(L-R) Beryl Koltz, Head of the Nation Branding Unit; Lex Delles, Luxrmbourg's Minister the Economy, SMEs, Energy and Tourism; Credit: Ali Sahib, Chronicle.lu

On Monday 22 June 2026, Luxembourg's Minister of the Economy, SMEs, Energy and Tourism, Lex Delles, and Beryl Koltz, Head of the Nation Branding Unit, presented a review of the first ten years of the LuXembourg – Let's Make It Happen (LMIH) initiative and unveiled its new 2026-2030 action plan during a press conference at the Ministry of the Economy in Luxembourg-Ville.

According to the Ministry of the Economy, the initiative, launched in October 2016 to strengthen Luxembourg's international image through coordinated and authentic communication, has contributed to increased awareness and a more positive perception of the country abroad, while also expanding and professionalising the network of stakeholders involved in promoting Luxembourg.

"Ten years ago, Luxembourg was perceived quite differently than it is today. Luxembourg is much more than just a financial hub. Luxembourg is diverse, multicultural and something special that we have to showcase abroad," Minister Delles told Chronicle.lu. He explained that the new five-year action plan aims both to inspire people abroad to discover Luxembourg and to strengthen the monitoring of nation-branding efforts. He also stressed the importance of highlighting the country's industrial heritage, businesses and crafts sector, arguing that Luxembourg offers much more than many people realise before becoming familiar with the Grand Duchy.

A review conducted as part of the initiative's tenth anniversary found that Luxembourg's visibility and perception abroad had improved over the past decade, while stakeholder engagement and the country's promotion ecosystem had continued to grow and professionalise. According to figures presented by the Nation Branding Unit, 78.1% of stakeholders now assess Luxembourg's image positively and 82% recognise LuXembourg – Let's Make It Happen as the country's nation-branding initiative. The unit also reported that the initiative's three major international campaigns generated more than four million views and that its social media channels now reach over 100,000 followers.

LuXembourg – Let's Make It Happen Action Plan 2026-2030

Based on these findings, a new action plan for 2026-2030 has been developed to build on the achievements of the first decade, strengthen the coherence of promotional activities and further enhance Luxembourg's international visibility and reputation.

The plan serves as the new strategic framework for the activities of the Nation Branding Unit and is structured around three pillars:

  • Inspire (stimulating reflection and ideas);
  • Support (assisting initiatives);
  • Monitor (ensuring coherence and measuring impact).

Three priority action areas have also been identified:

  • promoting a "Young Luxembourg" attractive to talent;
  • strengthening Luxembourg's position in innovation and influence;
  • highlighting quality of life through the "Luxembourg. Easy & Tasty." concept.

The ministry said the plan aims to improve impact measurement, provide a more structured overview of promotional efforts and support more evidence-based decision-making.

'10 Years, 10 Letters' Campaign

To mark its tenth anniversary, the initiative launched a new communication campaign entitled "LuXembourg. 10 Years. 10 Letters", designed to encourage residents and visitors to rediscover the country through the ten letters of its name, each representing a specific national asset.

As part of the campaign, the LuXembourg 10-Letter Challenge will take place from 22 June to 22 September 2026. Participants are invited to travel across the country in search of ten giant letters installed at locations linked to heritage, culture, innovation, nature and viticulture.

Each location offers an augmented reality experience, an instant reward and the chance to win an €800 stay through a final prize draw. The campaign is open to both residents and visitors and is accessible using Luxembourg's free public transport network.

LuXembourg House, Airport Expansion

The coming year will also see the opening of new spaces designed to strengthen the presence of the LuXembourg nation brand among both residents and visitors.

At the end of 2026, the LuXembourg House will relocate to Konrodseck in Luxembourg City (2 Rue du Marché-aux-Herbes). The new venue will showcase Luxembourg craftsmanship and creativity through a selection of locally made products, regional food items, wines and crémants. It will also highlight local artisans, producers and winemakers, while promoting the Luxembourgish language as an element of cultural authenticity.

Luxembourg Airport, which welcomes more than five million passengers each year, will also expand its collaboration with the nation brand. Following the installation of landmark lettering in 2025 and the opening of a pop-up store in 2026, new additions will include interactive digital signage, an immersive installation and a dedicated LuXembourg Collection space within the terminal.

Anniversary Stamp

To mark the initiative's tenth anniversary, a commemorative stamp has been created in partnership with POST Luxembourg. Accompanied by an X-shaped postcard inspired by the nation brand's visual identity, it is intended to encourage residents, visitors and partners to promote Luxembourg beyond its borders.