Due to the COVID‑19 pandemic, the General Directorate for Tourism, in close consultation with the sector, drew up a detailed recovery plan to support leisure tourism and the business events sector. Plans included the “Lëtzebuerg - Dat ass Vakanz!” (Luxembourg - That's a holiday) promotional strategy and the creation of a label to promote health and safety measures implemented across the events sector.
Actions to tackle the consequences of the crisis included:
Aid for businesses: Multiple aid measures totalling over EUR 500 million were implemented to support SMEs. These aid packages were extended into 2022 for tourism, events, culture, entertainment and hospitality businesses.
Enhancement and support of domestic tourism: Charters were put in place to promote the implementation of quality and health and safety protocols that both slowed down the spread of the virus and provided businesses with visibility among the general public.
The “Lëtzebuerg, dat ass Vakanz” campaign (2022): Multiple innovative projects were brought together under the campaign, aimed at residents, cross-border commuters and foreign tourists to make them more aware of Luxembourg’s tourist attractions. Outputs included: the “Guide for one day” initiative (172 guided tours and 1 081 participants); the “Vëlosummer” (see box below); the Movewecarry.lu initiative (1 018 pieces of luggage transported free of charge); the new culinary project “Vakanz genéissen” and the VisitLuxembourg application that is continuously expanded.
The “Safe to serve” campaign: A series of initiatives aimed at preserving the health and safety of staff and customers in the hospitality sector while respecting hospitality and conviviality, supported by the Chamber of Commerce. Adherence to this charter guarantees customers a high level of health and safety, designed to create reassurance when visiting restaurants or cafés.
The challenges to supporting recovery and development include digitalisation, sustainability, innovative tourism products, transparency of the offer (particularly in the sale of accommodation), rural tourism accommodation, professionalisation of tourism structures, and reliable statistics.
In 2021 discussions were conducted on the positioning of Luxembourg as a destination. These discussions also considered the potential effects of the pandemic on tourist activities in the medium and long term. A strategic process was initiated to refine, reframe and develop the major priorities of the tourism policy. In order to involve the various stakeholders, the General Directorate for Tourism organised theme-based work groups with selected stakeholders, residents and municipal representatives.
The General Directorate for Tourism is developing a new strategy for the business events sector. The impact of the health crisis has intensified and accelerated existing trends, such as digitalisation and hybrid and virtual events. The aim is to map the state of the sector at the national level and to take stock of the initial effects of the measures already implemented while identifying major emerging trends at the international level to draw up a long-term policy for the business events sector.
In this context, a new tourism strategy with the central theme “Humans, regions and economy: value-driven tourism as an active driver for more quality of life and residence” was developed. It focuses on three objectives: improving the quality of life, the visitor experience and the reinforcement of the economy.
Therefore, six fields of action have been defined. First, the General Directorate for Tourism intends to provide a modern offer rich in experiences predominantly in active, cultural and gastronomic tourism. Second, it aims to develop attractive and resilient tourist businesses. Third, it aims to ensure that the stay in Luxembourg is sustainable and accessible for everyone. Fourth, inclusive and consumer-oriented digitalisation will be further developed. Fifth, trusting collaborations and strong networks between the different actors in the tourism industry are encouraged. Lastly, the General Directorate for Tourism aims for a targeted implementation of its objectives and a continuous collection of data.
