Strong network, strong brand, strong stories
While 2020 at LFT was all about content innovations, this year will without a doubt focus on expanding the digital operational framework. A strong (digital) network, a strong brand and numerous powerful stories should contribute to offering new perspectives for the Luxembourg tourism sector in the near future.
A starting point is the national tourism brand’s new (and first) brand book. It defines a new directional impetus through which LFT hopes to bring people from all over the world closer to unique, multi-faceted Luxembourg in the future. More emotions, more authenticity, more Luci Spirit. The pandemic has shown us how important it is to view tourism marketing and destination management from a more homely perspective, with importance placed on local life and attitudes.
A leap of faith for the destination Luxembourg
Thanks to its close links with lifestyle and consumer topics, tourism is set to provide impetus as a future-shaper. New forms of work and travel require tailored concepts in both the travel offer and marketing. However, the crisis has also proven that some things remain constant: brand studies have revealed that Luxembourg as a destination, with its Visit Luxembourg tourism brand, is crisis-resistant. Customers view Luxembourg positively in terms of safety and trust – two important criteria when deciding where to go on holiday. Therefore, any subsequent value orientation should also serve as a basis for future market orientation.
In 2021, LFT will continue working on new perspectives for tourism in Luxembourg, highlighting development pathways and encouraging people to see the “boundaries” of tourism in a new light. This all results in new encounters: above all, people and places should enjoy new connections through fresh stories and digital innovations.