Tourism is one of the sectors hardest hit by the Covid-19 pandemic. The Government wants boost tourism and emphasise that Luxembourg still has great potential as a tourist destination, with high end holiday activities, outdoor activities of a very high international standard amidst a natural environment of exceptional beauty, cultural and gastronomic experiences, etc.
In the next couple of months, the Government is going to implement a detailed recovery plan to support leisure tourism as well as the business events sector.
For the Leisure Tourism
- Establishment of a “Tourism Fund” : In order to support the non-profit associations that are essential to the tourism sector, the Government Council has adopted a “Tourism Fund” to the amount of 3,000,000 euros.
- Adapt the marketing strategy by giving priority to the local market : Surveys conducted before the crisis show that 34% of respondents state that they actively promote Luxembourg to their fellow citizens. Residents themselves take part in cultural events (88%) and many have already visited museums (80%) and castles (76%) in Luxembourg or enjoy nature on foot (71%) or by bicycle (57%). The surveys carried out in collaboration with LFT have therefore made it possible to identify the strong development potential of the local market. The goal will be to focus on these results in the upcoming months for the marketing strategy to boost the tourism sector.
- Promoting Luxembourg as a first-class destination: “Lëtzebuerg – Dat ass Vakanz! » : The structure of the tourist clientele as it existed before the crisis in Luxembourg shows that the tourism sector does not need to reorient itself completely, as it does not depend on distant markets or on the existing supply of public transport, such as air travel. The goal of the campaign is to set Luxembourg as a as a first-class tourist destination. In addition to the incentive action of vouchers worth €50 per resident and frontier worker to be redeemed at a tourist accommodation providers in Luxembourg and a communication campaign in the traditional sense (advertising, posters, social media, etc.), it will also include competitions, challenges, quizzes, etc.
- Accelerating the digitalisation of the tourism offer : The digitalisation of supply and processes in tourism is a major challenge to ensure the competitiveness of Luxembourg, now more than ever. A joint digital strategy of the institutional players in tourism is currently being drawn up.
- Strengthening investment for the resilience of the sector : In the mid and long term, the main challenge will be to place tourism in a qualitative and sustainable perspective and to jointly develop responses to the challenges of the future. Enhancing the value of the local and circular economy in tourism, fostering the innovative spirit and creativity which are the driving force that enables the destination to constantly reinvent itself and remain competitive.
For the Business events sector
- The recovery and solidarity fund: sustainable financial support for the sector : the fund will be launched on the 1st of July for 6 months to support businesses in the most affected sectors such as the tourism, events and hospitality industries. This fund will provide direct monthly aid of €1,250 per current employee and €250 per short-time worker.
- The federating role of the Luxembourg Convention bureau : the goal is to develop joint projects with the aim of innovating and restoring confidence to congress organisers has made it possible to develop exit strategies in consultation with professionals in the sector.
- Establishment of a national business events label : Due to new health requirements, the resumption of business meetings depends on the regained confidence of congress organisers. It is in this context that professionals in the sector have defined a set of protocols guaranteeing the safety of people, and organisations in compliance with sanitary measures. A guide of recommendations for the sector will soon be published to support the actors in the resumption of their activities.
- Focusing on the local and the Greater Region : Luxembourg Convention bureau has initially refocused its promotional activities on local business and the Greater Region in order to encourage companies and associations based in Luxembourg or the surrounding area to organise their events locally by favouring short distances.
- Positioning Luxembourg as a digital business events destination : The digital transformation of the sector, which has already begun, is being accelerated due to the current context. A diagnosis of the existing devices and infrastructures as well as the prospecting of trends in the digital field are in progress in order to identify new digital opportunities. Be ready to see more and more new digital tools such as webinars, live meetings, virtual reality and hybrid events.
Will you be traveling locally this year ?