How can we showcase Luxembourg beyond its borders? For the past ten years, “Luxembourg – let’s make it happen” (LMIH) has been bringing together institutions, businesses and organisations under a shared slogan to promote the country. On Thursday 1 October, nearly 400 representatives from this network gathered at the Encore in Luxembourg-Hollerich to celebrate this anniversary and find out about the next steps for the country brand.
“Promoting Luxembourg is not the responsibility of a single ministry, a single institution or a single team. It concerns us all,” said the minister of State for Tourism and Minister for Culture, 
A new Luxembourg House by the end of the year
LMIH is preparing for its second decade with an action plan for 2026–2030. This plan aims, in particular, to attract talent, strengthen Luxembourg’s position in the field of innovation and promote the country’s quality of life. The roadmap includes a new Luxembourg House, a think tank called the “LMIH think tank” and a dashboard to monitor the country’s promotion.
According to the timetable presented by the Ministry of the Economy in June, Luxembourg House will move to Konrodseck, at 2 Rue du Marché aux Herbes, in Luxembourg City, at the end of 2026. It will offer artefacts, local specialities, wines and crémants, whilst showcasing the stories of local artisans, producers and winegrowers.
Luxembourg’s presidency of the Council of the European Union and the Games of the Small States of Europe, both scheduled for 2029, will also provide new opportunities to promote the country internationally.
Ten letters, ten personal stories
The anniversary event continues the “Luxembourg – 10 years. 10 letters.” campaign, featuring contributions from ten prominent figures or pairs. Each contribution centres on a letter from the country’s name and a characteristic, such as multiculturalism, European integration or innovation. 
The ten letters of the word “Luxembourg” serve as a common thread running through the testimonies of ten prominent figures or pairs, who describe their connection to the country and its strengths, ranging from multiculturalism to innovation. (Photo: Meco)
The event also marks the launch of the second volume of “Faces of Luxembourg”. Through a video series and portrait books, this project showcases people who are helping to shape the country’s future. “Because we all have a story to tell. We all help to shape the image of Luxembourg. We are all the ‘Faces of Luxembourg’,” emphasises Éric Thill.
A summer challenge totalling more than 10,000 scans
The anniversary campaign also included the “Luxembourg 10-letter challenge”, a game that invited participants to travel around the country over the summer to find ten letters. According to the ministry, the challenge generated more than 10,000 scans, and over 600 people found all the letters. The winner, Laure Lanners, won a weekend break worth €800, sponsored by Luxembourg for Tourism.
