Lex Delles, Luxembourg's Minister for Tourism; Credit: MECO

Luxembourg's General Directorate for Tourism has drawn up a new tourism strategy aimed at improving the quality of life (and the quality of one's stay in Luxembourg), engaging visitors and strengthening the economy.

On Friday 20 May 2022, Luxembourg's Minister for Tourism, Lex Delles, presented this new tourism strategy, placed under the motto: "Mënschen, Regiounen an Ekonomie: de wäertorientéierten Tourismus als aktiven Dreiwer fir méi Liewens- an Openthaltsqualitéit" (People, regions and economy: value-based tourism as an active driver for a better quality of life and stay).

The decision to draw up a new tourism strategy stemmed from the fact that society and tourism have undergone rapid changes in recent years and that the requirements of a modern and sustainable tourist offer are constantly changing.

This new strategy focusses on three categories of objectives:

  • Improving the quality of life: Tourism should create tangible added value for residents, cross-border workers and tourists;
  • Engage visitors: Visitor satisfaction will be maintained at a high level and authentic and surprising experiences should exceed visitor expectations. To achieve this, current trends and developments must be taken into account;
  • Strengthen the economy: Through professional actors and successful companies, tourism as an economic sector will be supported and strengthened.

In order to promote tourism in line with these objectives, the new strategy has defined six central fields of action:

  • A modern offer rich in experiences: The objective is to adapt the existing offer to current needs, particularly in active, gastronomic and cultural tourism. To do this, the needs of visitors, expectations in terms of quality as well as new trends will be taken more into account;
  • Attractive and resilient businesses: The aim is to promote tourism businesses by developing an advisory service, encouraging investment and attracting qualified personnel in order to ensure that such businesses can meet modern requirements;
  • A sustainable and accessible quality of stay for all: The ecological, economic, social and cultural dimensions of sustainability will be taken into account in the tourist offer, which should improve the quality of life of tourists, residents and cross-border workers;
  • Inclusive and user-oriented digitalisation: The objective is to continue to promote existing digitalisation initiatives. Digitalisation is considered a basic condition for a modern tourist offer;
  • Trusted collaboration and strong networks: The aim is to establish close cooperation between actors in the tourism sector in order to encourage constructive exchange while involving the population;
  • Targeted implementation: Consistent verification of the implementation of strategic objectives is deemed essential. As such, an effective implementation of the objectives as well as a continuous recording of the main tourist data will be targeted.

Minister Delles indicated in this context that "an investment in tourism always corresponds to an investment in the quality of life of the inhabitants. The new tourism strategy will therefore benefit tourists, residents, cross-border commuters and businesses in the sector. In this context, I would like to thank all the actors who participated in the development of the new Luxembourg tourism strategy".

The 2022 edition of the "Lëtzebuerg, dat ass Vakanz" tourist campaign takes into account the new strategy and aims in particular to create an authentic high-quality tourist offer adapted to the needs of visitors. The campaign is focusing this year on gastronomic tourism with the "Vakanz genéissen" (savour the holidays) project, which consists of gathering 100 people around a table, installed on idyllic tourist sites. As a mobile installation, the table will be set up and taken down in six different places during the weekends from 23 July to 28 August 2022. Concocted by local chefs, the dinners will allow visitors to savour regional products and showcase the know-how of the national terroir. Further information is available at: www.vakanz-geneissen.lu.

"Lëtzebuerg, dat ass Vakanz" also includes the following projects this year: "Vëlosummer" (bicycle summer), the opening throughout the country of privileged routes for cyclists; "Movewecarry.lu", a luggage transport service for hikers and cyclists; "Guide For One Day", which offers the possibility of discovering unusual places as a day guide.