10 years of "LuXembourg – Let's Make It Happen": an evening dedicated to those who shape and promote Luxembourg's image

On 1 October 2026, nearly 400 representatives from public institutions, the diplomatic corps, promotional agencies, businesses, associations and the tourism, culture, research and innovation sectors gathered to celebrate the tenth anniversary of the "LuXembourg – Let's Make It Happen" (LMIH) initiative at Encore in Luxembourg-Hollerich.

Organised by the Brand Image Unit, which coordinates the initiative within the Ministry of the Economy, the evening was attended by Eric Thill, Minister Delegate for Tourism and Minister for Culture, alongside numerous stakeholders who, each in their respective fields, contribute to promoting Luxembourg's economic, tourist, cultural and human assets on the international stage.

Ten years of collectively built history

Launched in 2016, the LMIH initiative has provided Luxembourg with a common identity, shared values and a cohesive framework enabling the country's various stakeholders to tell its story together. Over the years, the country brand has become much more than a communication tool. It has fostered a steadily growing community, which today brings together some 45 organisations and projects within the brand's family, reflecting the diversity of sectors and areas of expertise that help shape Luxembourg's image around the world.

The evening provided an opportunity to honour this community while reflecting on the achievements of the past ten years and the prospects for LMIH, as presented during the initiative's review in June 2026.

This new roadmap will deliver several concrete projects, including: the opening of a new LuXembourg House, the creation of the LMIH Think Tank and the launch of a dedicated dashboard to monitor the promotion of Luxembourg.

Major international events will also provide new opportunities to tell Luxembourg's story in a coherent and collective manner, including Luxembourg's Presidency of the Council of the European Union in 2029 and the Games of the Small States of Europe in 2029.

"LUXEMBOURG" told through ten letters and ten stories

Following on from the anniversary campaign "LUXEMBOURG – 10 Years. 10 Letters.", the evening gave the floor to ten prominent figures – or pairs – who were invited to share their stories and their personal connection to Luxembourg.

Each of these contributions centred on one of the ten letters of the word LUXEMBOURG, associated with a key characteristic of the country:

L – Lëtzebuergesch

Jonny Rodrigues Ramos – multilingual globetrotter, Japan enthusiast, rapper

U – Unique

Sasha Baillie – founding team of LMIH, court marshal

X – X-tra

Avanti & Atreyam (Leo) Sharma – tech talents, entrepreneurs, speakers

E – European

Mads Nyegaard Outzen – head of Strategy and Innovation at the European Parliament's Translation Service

M – Multicultural

Maya Balam Meyong – dancer, choreographer, director

B – Beautiful

Jorge Valente – photographer, editor, globetrotter, journalist

O – Open innovation

Virginia Baillie Strong – entrepreneur, co-founder of Partao, board member of Pulse

U – Unexpected

Niamh Huggard & Chris Wilson – actresses in A Bubble full of Life

R – Revelations

Francesco Tristano – pianist, composer

G – Grow Better

Olha Kiriakova – young researcher, science communicator

Through these personal accounts and performances, Luxembourg has revealed itself from perspectives that are as personal as they are complementary: its language, its unique character, its energy, its European roots, its multiculturalism, its beauty, its spirit of innovation, its capacity to surprise, its talents and its drive to progress.

A reminder that a country's image is not built solely through concepts, campaigns or indicators, but above all through the people who embody it and bring it to life.

Winner of the "LuXembourg 10-Letter Challenge" announced

The evening also provided an opportunity to announce the overall winner of the "LuXembourg 10-Letter Challenge", held during the summer of 2026: Laure Lanners, who was awarded a magical weekend worth 800 euros, courtesy of Luxembourg for Tourism.

This fun challenge aimed to help participants gain a better understanding of Luxembourg's assets and iconic locations while equipping them with the tools to promote them internationally. The campaign proved a resounding success, with over 10,000 scans recorded and more than 600 people having found all ten letters.

Launch of "Faces of Luxembourg" – volume 2

The evening also marked the official launch of the second volume of "Faces of Luxembourg", a flagship nation branding project that showcases individuals whose life stories and commitment embody Luxembourg's values, strengths and diversity.

On this occasion, Eric Thill remarked: "Luxembourg's brand image is built collectively. Promoting Luxembourg is not the responsibility of a single ministry, a single institution or a single team. It concerns us all. Because we all have a story to tell. We all contribute to shaping Luxembourg's image. We are all the 'Faces of Luxembourg'."

Press release by the Ministry of the Economy