What does business travel represent for Luxembourg today? Are tourism budgets geared more towards the general public?
Eric Thill- Business tourism is a major strategic lever for Luxembourg's economic development. It is a segment that goes beyond the simple notion of "business travel": it constitutes a driving force for innovation, international trade and the country's sectoral influence and both national and regional economic development. For several years now, we have clearly chosen to structure this ambition. In 2019, the creation of the Luxembourg Convention Bureau, the LCB, marked a first turning point: we gave the country a public, institutional tool to coordinate an ecosystem and position Luxembourg as a MICE destination in its own right. In five years, the LCB has effectively fulfilled its mission: to bring together more than 200 players and help them make contact with service providers and sectoral ecosystems. And also to support over 150 events a yearrepresenting the country at major international trade fairs such as Pure Meetings & Events in Paris, Heavent in Cannes, IMEX in Frankfurt and IBTM in Barcelona. And finally, organising various trade missions.
Is there a specific strategy for MICE?
Eric Thill - To go further, we needed to provide a long-term vision. That's why we launched "Business Events 2030, our first national strategy for business events. It is ambitious but realistic: it aims to make Luxembourg a benchmark destination in EuropeBy focusing on innovation, sustainability, quality of welcome and synergy with our economic sectors of excellence. These include finance, life sciences, space technologies and green tech. At IMEX, I unveiled the LCB's new identity, built around the slogan "meet", "connect" and "accelerate". This new brand embodies Luxembourg's ambition to stimulate professional connections and accelerate projects and ideas in a supportive, sustainable and innovative environment. Contrary to what you might think, the budgets allocated to tourism are not aimed solely at the general public. We have clearly identified Business Events as a vector for economic diversificationAs such, they enjoy strong budgetary and political support. The LCB has dedicated public funding, and we are working with them to identify structuring projects to support the upgrading of our infrastructure and the support of organisers.
Are there priorities for promoting Luxembourg's various destinations, both for business travellers and leisure tourists?
Eric Thill - Yes, very clearly. Luxembourg is a country on a human scale, but one that is exceptionally rich in the diversity of its regions. Our promotional strategy highlights this diversity of regional identities: the Guttland and its bucolic landscapes, the wine-growing Moselle, the Oesling and its forested hills, the Mullerthal nicknamed "Luxembourg's Little Switzerland", and the industrial south undergoing rapid change. This applies to both leisure and business tourism. And today, 75 % of professional events are held in Luxembourg City. This is due to the natural concentration of national and European institutions, hotels and major infrastructures such as the European Convention Centre. But we are determined to open up the MICE market by promoting the strengths of our regions. There are seminar venues, quality hotel facilities and, above all, a genuine regional authenticity that can make all the difference.
Is there a "free public transport" effect on the attractiveness of Luxembourg as a destination?
Eric Thill - Free public transport, which comes into effect in 2020, is a pioneering initiative worldwide.and it clearly plays a role in our attractiveness. For both business and leisure travellers, it's a unique facility that simplifies their experience, reduces their carbon footprint and gives a modern, committed image of our country. The figures bear this out: 14% of staying tourists and 12% of day visitors say that free transport influenced their choice. And on site, over 50% of visitors actively use the tram, bus or train. The tramway, for example, has seen a five-fold increase in ridership in just a few years. But beyond the communication effect, it's a lever for sustainable tourism. It reinforces our image as a green, responsible destination, and contributes to what we call "seamless travel".
