The aim of the nation branding process launched in 2013 is to make the Grand Duchy better known and to enhance its economic, cultural, tourist and political reputation throughout the world.

To make the Grand Duchy stand out from other countries and to render it more attractive to talents, to tourists, for trade, to investors and businesses, it must convey an image that is built upon the coherence of its messages, as well as on communication that is genuine, credible and convincing, based on the country’s strengths and its actions.

The clear definition of what constitutes the country’s "personality" and its strengths has been a prerequisite to the communication tools set up to promote the Grand Duchy. This has been done in a participatory manner, an approach that constitutes the key factor behind the approach initiated by the Government in 2013.

  • Updated 04-10-2016