Luxembourg’s tourism strategy as seen by Eric Thill, Minister of tourism

What is Luxembourg’s overall tourism strategy? Which markets are targeted? What’s the allocated budget?

Eric Thill: Our goal is not mass tourism, but to be seen as a high-quality, sustainable, and inspiring destination. The campaign “Luxembourg. Vivre l’instant” [Luxembourg. Live right now the moment] reflects our lifestyle, preserved landscapes, and cultural richness.

We prioritize nearby markets: Germany, Belgium, France, the Netherlands, the UK, and Switzerland. We’re also expanding into Nordic countries, Austria, and Italy, while partnering with European platforms to reach North American and Asian travelers.

We invest in digital tools such as the VisitLuxembourg app., support regional development projects, and promote longer, better-distributed stays across the country.

Are there promotional priorities for different regions in Luxembourg, both for leisure and business travel?

Eric Thill: Absolutely. Luxembourg is small but very diverse. Our tourism strategy highlights regional identities: the Moselle wine region, Mullerthal’s forests, Guttland’s pastoral scenery, the Oesling hills, and the industrial south.

While most business events still take place in Luxembourg City, we’re promoting regional MICE venues to broaden the offer. High-quality infrastructure and authentic experiences exist beyond the capital.

We organize communications around themes like nature, heritage, gastronomy, wine culture, and outdoor activities, targeting travelers who seek authentic, off-season, or extended stays.

Are there joint tourism initiatives with neighboring countries?

Eric Thill: Cross-border cooperation is essential. Within the Greater Region [a cooperation framework including Luxembourg, East Belgium, Southwest Germany and Eastern France], we work on mobility, cross-promotion of heritage, and joint cultural events.

Internationally, Luxembourg for Tourism collaborates with other destinations through the European Travel Commission and participates in joint events in Paris, London, Brussels, and Barcelona targeting trade and media audiences.

A panoramic view of Luxembourg city historical districts (Photo: LC/Cleverdis)

What role does business travel play in Luxembourg? Is there a specific MICE strategy ?

Eric Thill: Business tourism is a key driver of Luxembourg’s economic development. It’s more than just professional travel—it fuels innovation, international exchange, and national visibility.

In 2019, we created the Luxembourg Convention Bureau (LCB) to position the country as a full-fledged MICE destination. The LCB now unites over 200 stakeholders, supports 150+ events annually. It actively promotes Luxembourg at major trade shows like IMEX and IBTM.

To deepen this commitment, we just launched the “Business Events 2030” strategy. It aims to establish Luxembourg as a leading European destination for professional events. It concentrates on innovation, sustainability, and synergies with sectors like finance, space, and green tech. Tourism budgets aren’t limited to leisure. Business events are in fact seen as an economic diversification tool and receive strong political and financial support through the LCB.