Lex Delles and Beryl Koltz reviewed the first 10 years of the LuXembourg – Let's Make It Happen initiative and presented the Action Plan for 2026–2030

Ten years after the launch of the LuXembourg – Let's Make It Happen (LMIH) initiative, the Minister for the Economy, SME, Energy and Tourism, Lex Delles, and the head of the brand image unit, which operates under the Ministry of the Economy, Beryl Koltz, reviewed the initiative's progress and presented its new strategic directions for 2026–2030. They also officially launched the anniversary programme designed to celebrate a decade of collective commitment to promoting Luxembourg's brand image.

A review of 10 years of collective commitment

Launched on 10 October 2016, the 'LuXembourg – Let's Make It Happen' (LMIH) initiative aims to bring together the many stakeholders involved in promoting Luxembourg through authentic and consistent communication, with a view to strengthening the country's international image. Over the past ten years, it has established itself as a structured network bringing together institutions, the public and private sectors, and civil society, contributing to Luxembourg's resilience and visibility despite a context of crises.

Following an in-depth review of the actions undertaken since the initiative's inception – notably through bilateral consultations, anonymous surveys, perception studies abroad and an external evaluation of the 2021–2025 Action Plan – a structured assessment of the initiative's progress and impact has been drawn up. This report highlights an increase in the country's profile and perception, greater engagement from stakeholders aligned with the brand, as well as the professionalisation and expansion of the promotion ecosystem.

Action Plan 2026–2030 for Luxembourg – Let's Make It Happen (LMIH)

Based on this assessment, a new Action Plan for the period 2026–2030 has been drawn up with a view to building on the achievements of this first decade, strengthening the coherence of the actions undertaken, and sustainably enhancing Luxembourg's profile and positive perception around the world.

 The 'Luxembourg – Let's Make It Happen' Action Plan 2026–2030 thus serves as a new strategic framework for the activities of the Brand Image Unit. It aims to strengthen coordination and coherence amongst those involved in promoting Luxembourg, based on three strategic priorities:

• Inspire (stimulate reflection and ideas);
• Support (fostering initiatives);
• Monitor (Ensuring consistency and measuring impact).

Three priority areas for action have been identified, in collaboration with stakeholders involved in promotion, as concrete levers to meet current needs whilst remaining adaptable to future developments:

• Promoting an 'Young Luxembourg' that is attractive to talent;
• Strengthen the country's positioning in terms of innovation and influence;
• Highlighting the quality of life through 'Luxembourg. Easy & Tasty.'

Against a backdrop of international uncertainty, this Action Plan thus paves the way for better impact measurement, a more structured assessment of promotional efforts and decision-making that is more firmly grounded in analysis. It also reaffirms the Brand Image Unit's role as a coordination platform for those involved in promoting Luxembourg. It thus aims to strengthen stakeholders' ability to act in a coordinated, transparent and effective manner to promote the country's image.

Celebrating 10 years with an immersive and collective experience

To mark its 10th anniversary, the LuXembourg – Let's Make It Happen initiative has also launched an innovative communications campaign entitled 'LuXembourg. 10 Years. 10 Letters', inviting people to (re)discover the country through the 10 letters of its name, each symbolising a specific strength: Lëtzebuergesch, Unique Grand Duchy, X-tra Living, European, Multicultural, Beautiful, Open Innovation, Unexpected, Revelations, Grow Better. 

As part of this multimedia campaign being rolled out in Luxembourg and internationally, a summer game is being organised for both residents and visitors: the LuXembourg 10-Letter Challenge, designed to help people discover Luxembourg through experience, interaction and participation. From 22 June to 22 September 2026, young and old alike are invited to explore the country in search of 10 big letters installed at iconic locations (heritage, culture, innovation, nature, wine-growing).

Each stop offers:

• An immersive experience (augmented reality via QR code).
• An instant reward and a chance to win a holiday worth €800 (final prize draw).
• Free access via public transport.

The aim is to make Luxembourg a vibrant and shared country brand, encouraging everyone to become an ambassador for the country. The campaign will be extended through the development of exclusive items from the LuXembourg Collection, which will go on sale at LuXembourg House. (More information on the campaign's dedicated website: letsmakeithappen10.lu)

New iconic venues to showcase the national brand

The coming year will also see the opening of new spaces designed to strengthen the country brand's presence in the daily lives of both visitors and residents.

1. New LuXembourg House

At the end of 2026, LuXembourg House will move to Konrodseck, in the heart of Luxembourg City (2, rue du Marché-aux-Herbes). This unique venue is intended to be a showcase for Luxembourgish craftsmanship and creativity, offering a 'Made in Luxembourg' selection of objects, local produce, wines and crémants from across the country. Based on a participatory model, it will showcase local artisans, producers and winemakers, notably through the LuXembourg Collection, whilst weaving an immersive narrative around their stories and highlighting the Luxembourgish language as a vehicle for cultural authenticity. The aim is to offer everyone the chance to take home an authentic piece of Luxembourg.

2. The LuXembourg country brand at the airport

At the same time, Luxembourg Airport – the country's primary gateway for over five million passengers each year – will strengthen its collaboration with the country brand. Following the installation of iconic signage in 2025 and the opening of a pop-up store in 2026, new initiatives will enhance the traveller experience. An interactive digital sign will be installed outside, whilst an immersive installation and a space dedicated to the LuXembourg Collection will be set up in the terminal, offering a glimpse into the world of Luxembourg upon arrival.

A LuXembourg anniversary stamp to make Luxembourg's image travel the world.

Finally, to celebrate this decade and encourage sharing, an anniversary stamp has been created in partnership with POST Luxembourg. Accompanied by an original postcard in the shape of an 'X' – the brand's symbol – it will enable residents, visitors and partners to express their attachment to the country and promote it far beyond its borders.

Through all these achievements, LuXembourg – Let's Make It Happen is therefore celebrating 10 years of shared commitment whilst reaffirming its ambition: to support the growth of the LuXembourg – Let's Make It Happen community as a sustainable collective force working to promote a positive image of Luxembourg around the world.

Following the press conference, Lex Delles said: "Through LuXembourg – Let's Make It Happen, Luxembourg has shown that a small country can enhance its influence when it speaks with one voice. With this Action Plan, we want to go even further: to make our image a driver of economic development. And, concrete projects, such as LuXembourg House, are a key driver of this leverage effect.. This anniversary is also an opportunity to extend our sincere thanks to all the partners, institutions, businesses and stakeholders who have supported to devise and implement the projects marking the 10th anniversary of LuXembourg – Let's Make It Happen, as well as to all those who, every day, help raise Luxembourg's image, strengthen its attractiveness and act as ambassadors for our country."

Press release by the Ministry of the Economy