New Initiatives Aim to Attract Business Events to Luxembourg

On Thursday 4 June 2026, the occasion of Luxembourg Business Events Day, Luxembourg’s Minister Delegate for Tourism, Eric Thill, unveiled a series of new initiatives aimed at strengthening Luxembourg’s position as a leading destination for business events.

Organised by the Luxembourg Convention Bureau, Luxembourg Business Events Day brings together all stakeholders in the sector to encourage exchanges, strengthen cooperation and support the development of a strategic ecosystem for the national economy. The 2026 edition was held at the Philharmonie Luxembourg in Luxembourg-Kirchberg.

Business Events Barometer

At the event Minister Thill presented the first results of the Business Events Barometer, a new national study designed to measure trends, performance and developments within the sector. With a participation rate of 63% (68 organisations out of 107), this first edition reflects the strong commitment of the professionals involved.

According to the ministry, the initial findings of the barometer confirm the positive momentum of the market: nearly 11,600 business events were organised in 2025, attracting more than 1.3 million participants. The study also highlights Luxembourg’s growing international appeal, with more than a quarter of events having an international dimension and nearly one third of participants coming from abroad.

The outlook for 2026 is equally positive, with two thirds of sector stakeholders considering booking prospects to be favourable or very favourable.

During the presentation, Minister Thill stated: “Business events are much more than a tourism sector: they are an economic driver, an accelerator of innovation and an international showcase for Luxembourg. The results of the first Business Events Barometer confirm that our country has strong assets for hosting high-level professional events.”

The key figures from the Business Events Barometer can be consulted on the Luxembourg Convention Bureau website.

Launch of the Luxembourg Congress Ambassador Programme

The ministry announced that in a bid to attract more international congresses to Luxembourg, the Luxembourg Convention Bureau has launched the Luxembourg Congress Ambassador Programme.

This initiative mobilises experts, researchers and opinion leaders based in Luxembourg to actively promote the country within scientific, economic and technical communities around the world.

Through dedicated support and a network of committed ambassadors, the programme will help strengthen Luxembourg’s international visibility, attract strategic congresses and position the country as a centre of excellence, innovation and knowledge sharing.

To recognise this commitment, an annual award will honour ambassadors who have made a significant contribution to the organisation of international congresses in Luxembourg. The first presentation of this award is scheduled for February 2027.

New promotional campaign

A new national and international promotional campaign was also unveiled to strengthen Luxembourg’s visibility in its target markets. Through a modern visual identity and a clear message, the campaign presents Luxembourg as an open, innovative and attractive destination for the organisation of business events.

The campaign is accompanied by a new promotional film showcasing Luxembourg’s strengths as a business events destination. Through a modern and immersive approach, the film highlights the country’s diversity, international connectivity and quality of life, while reinforcing its image as a venue for exchanges, innovation and high-level professional events.

The new promotional film is available at https://www.youtube.com/watch?v=cqBj_LxAM4Y.