Entered by "Luxembourg - Let's Make It Happen" aka Luxembourg Brand Promotion Unit

Luxembourg is an international hub that attracts people from all over the world—students, professionals, entrepreneurs—often drawn by career or study opportunities. Yet the country has long-faced a challenge of perception: many newcomers see Luxembourg as a temporary stop, not a place to truly build their lives.

Research and feedback confirmed a common pattern: people arrived for one reason but stayed for many more. What began as a study year or a career move often became a permanent home, thanks to Luxembourg’s diversity, safety, career opportunities, and quality of life. However, this story of “unexpected belonging” was not widely communicated or reflected in the country’s image abroad.