Eric Thill, Luxembourg's Minister for Culture and Minister Delegate for Tourism;
Credit: Steven Miller, Chronicle.lu
On Friday 10 April 2026, Eric Thill, Luxembourg’s Minister for Culture and Minister Delegate for Tourism, officially launched the 2026 edition of the promotional campaign for tourism in Luxembourg, titled “Lëtzebuerg, dat ass Vakanz!” (Luxembourg, that’s a holiday!).
The presentation by Minister Thill was attended by members of the press, representatives of Luxembourg’s various regions and members of the public and took place in a recently installed pavilion on Place d’Armes in Luxembourg-Ville.
From Friday 10 to Sunday 12 April, the temporary pavilion hosted a number of representatives from Luxembourg’s different regions, creative workshops and food tastings, as well as providing tourist information and offering free guided tours.
In his presentation, Minister Thill noted: “For our national tourism strategy, we continue to focus on the quality of tourism and tourism in the regions where the local and regional economy is strong. Our strategy focuses on three categories: quality of life; a strong economy; and the satisfaction of visitors during the holidays.”
Minister Thill emphasised that “local products and traditions are important elements of our tourism scene” and highlighted how Luxembourg’s terroir, the diversity of its local products, the know-how of the country’s producers and the richness of its regions will play a key part in the promotion of tourism in Luxembourg in 2026.
Minister Thill announced that the seventh edition of “Vëlosummer” will take place from Saturday 18 July to Sunday 16 August 2026. Organised by Luxembourg’s Ministry of the Economy and Ministry of Mobility and Public Works, the 2025 edition saw over 43,000 participants take part in the initiative.
He also detailed that the “Guide for one day” initiative is celebrating its tenth anniversary this year and citizens can submit their guided tour proposals via GuideForOneDay.lu, offering a voluntary and friendly way to showcase a place, activity or topic that is important to them. From June onwards, the public will be able to register online free of charge to take part in these unique guided tours, which will run until October.
Moreover, in order to highlight the efforts of those involved in the tourism sector, an awareness campaign will be launched during the year that will showcase their work, expertise and daily commitment, whether they be professionals, volunteers or students. Through a variety of audiovisual content, this initiative aims to highlight those who work every day to offer residents and visitors the best possible experience.
The event concluded with the presentation of a newly-produced promotional video for the “Lëtzebuerg, dat ass Vakanz!” campaign.
On Friday 10 April, Luxembourg’s Ministry of the Economy revealed that Luxembourg recorded an increase of approximately 2% more arrivals in accommodation establishments compared to 2024 and stated that the sector has stabilised at a high level. The number of day visitors from abroad also showed an increase of around 11%.
In terms of feedback, the ministry noted that for 90% of visitors, tourism expectations were exceeded and, according to regular surveys conducted by Luxembourg for Tourism (LfT) among hoteliers, nearly 60% are optimistic about the 2026 season. Online searches for hotels and flights are also up significantly, by 15% and 9% respectively, compared to the previous year.
SM
