‘Let’s Make It Happen’ Celebrates 10 Years of Promoting Luxembourg

On the evening of Thursday 1 October 2026, Luxembourg’s Ministry of the Economy hosted a celebratory event in recognition of the ten-year anniversary of the “LuXembourg – Let’s Make It Happen” initiative, at Encore Luxembourg in Luxembourg-Hollerich.

The event, attended by Eric Thill, Luxembourg’s Minister for Culture and Minister Delegate for Tourism, welcomed members of the Let’s Make It Happen team and Luxembourg’s promotional agencies, businesses and civil society stakeholders to come together in celebration of the success of the promotional programme and to acknowledge those involved in promoting the Grand Duchy for the past ten years.

Following an opening ceremony, there were speeches from Sasha Baillie, LMIH founding team Marshal of the Grand-Ducal Court and Beryl Koltz, Head of Luxembourg - Let’s Make It Happen, as well as a retrospective look at the programme’s achievements and what it has in store for the future.

Additionally, a presentation entitled “Luxembourg: Ten years, Ten letters” delivered ten perspectives on Luxembourg, through a variety of testimonies, stories and performances of invited personalities, including actresses Niamh Huggard and Chris Wilson from the “A bubble full of life” marketing campaign.

The event concluded with a closing speech from Minister Thill, followed by a networking reception.

Speaking to Chronicle.lu, Beryl Koltz remarked: “Tonight we are celebrating ten years of Luxembourg and Let's Make It Happen. It was the first public initiative [at the time] that was developed through a participatory approach. We had to first define what is the profile of Luxembourg, what are the values of Luxembourg. [The campaign] had to promote itself but now it is becoming a coordination platform for all the actors that are promoting Luxembourg.”