Luxembourg for Tourism

What Luxembourg for Tourism does

Luxembourg for Tourism (operating as Visit Luxembourg) is the national destination management organization of the Grand Duchy of Luxembourg, functioning as a quasi-governmental entity under the Luxembourg Ministry of the Economy. Its mandate is to promote Luxembourg as a tourism destination through a digital-first platform comprising visitluxembourg.com (a multilingual destination portal covering six regions: Luxembourg City, Éislek, Mullerthal, Moselle, Minett, and Guttland), the VisitLuxembourg mobile application on iOS and Android, the Luci Magazine editorial publication, and the LuxembourgPass — a digital pass product offering free or discounted admission to 80+ partner attractions in 1-, 2-, or 3-day tiers, valid with a 365-day activation window.

The organization serves two primary segments: international tourists seeking city breaks, outdoor activities (hiking across the country's dense trail network and 600km of cycling routes), cultural and gastronomy tourism; and a domestic audience of Luxembourg residents and cross-border commuters targeted through the "Lëtzebuerg, dat ass Vakanz!" thematic campaign. Distribution is delivered through five regional tourism office partners (Visit Éislek, Visit Minett, Visit Guttland, Mullerthal Region, Luxembourg City Tourist Office), the LuxembourgPass Shop e-commerce storefront, and major social platforms (Facebook, Instagram, YouTube, LinkedIn).

Commercial revenue mechanics are limited: the only disclosed revenue stream is transaction-based LuxembourgPass sales. The organization is government-funded rather than venture-backed, with 11-50 employees and no disclosed funding rounds. Core operations are led by CEO Sebastian Reddeker, with the entity headquartered at 6 rue Antoine de Saint-Exupéry in Luxembourg City.

Name

Luxembourg for Tourism

Legal name

Luxembourg for Tourism

Website

https://visitluxembourg.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Luxembourg for Tourism (Visit Luxembourg) is the national destination management organization under Luxembourg's Ministry of the Economy, promoting inbound and domestic tourism through a multilingual web portal, mobile app, LuxembourgPass, and regional DMO partnerships across the country's six regions.

Ownership category

akta.pro rank

Product category

National Tourism Promotion / Destination Marketing

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Tourism Trade & Services Exports Development (BPADAMAO), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• National tourism promotion
• Destination marketing organization
• Tourist pass services
• Visitor information services
• Travel content platform

Headquarters

HQ city

Luxembourg

HQ country

Luxembourg

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. LuxembourgPass Sales: Sale of tourism experience passes providing access to attractions, museums, and activities throughout Luxembourg with 1, 2, or 3-day validity options

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Luxembourg for Tourism operates as the official national destination management organization for the Grand Duchy of Luxembourg, promoting the country as a tourist destination through a digital ecosystem that includes the VisitLuxembourg.com website, the VisitLuxembourg mobile app (iOS and Android), and the LuxembourgPass attraction pass providing free or discounted admission to over 80 partner attractions across six distinct regions. The organization runs the annual Lëtzebuerg, dat ass Vakanz! thematic campaign in cooperation with the Ministry of the Economy to drive domestic and inbound tourism.

Product overview

Luxembourg for Tourism operates a multi-platform tourism ecosystem centered on the VisitLuxembourg.com portal, complemented by the VisitLuxembourg mobile app and the LuxembourgPass. The VisitLuxembourg.com platform serves as the primary gateway offering destination guides across six regions (Luxembourg City, Éislek, Mullerthal, Moselle, Minett, Guttland), categorized experiences (Nature & Outdoors, Culture, Castles & Fortresses, Food & Drink, Festivals & Events), accommodation booking, practical travel planning, and the Luci magazine travel publication. The VisitLuxembourg App provides mobile access with personalized experiences and LuxembourgPass integration. The LuxembourgPass is a selectable day-pass (1-3 days) offering free or discounted access to 80+ partner attractions across the country. The Lëtzebuerg, dat ass Vakanz! campaign is a domestic tourism initiative with rotating annual themes promoting authentic, sustainable tourism experiences.

Differentiator

Problem solved

Functional benefit

Brands

• VisitLuxembourg App: Mobile application providing travel planning tools, LuxembourgPass access, and discount offers for tourists visiting Luxembourg.
• LuxembourgPass
• Lëtzebuerg, dat ass Vakanz!
• LuxembourgPass Shop

Products and services

• VisitLuxembourg.com Official tourism portal for Luxembourg providing comprehensive travel planning resources, including destination guides across six regions, categorized experiences (Nature & Outdoors, Culture, Castles & Fortresses, Food & Drink, Festivals & Events), accommodation booking, travel stories, maps, and practical visitor information for international and domestic tourists.
• VisitLuxembourg App Mobile application available on iOS and Android providing personalized travel experiences, LuxembourgPass integration for free or discounted entry at 80+ attractions, best tips and tours, and app-based challenges for exploring nature and culture.
• LuxembourgPass Experience pass available in 1, 2, or 3-day tiers (with a 365-day activation window) offering free or discounted admission to over 80 attractions, museums, castles, palaces, and activity providers throughout Luxembourg. Available as a QR code on mobile or as a printed pass.

Quantifiable outcome

• Free public transport for all throughout Luxembourg
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and regional.

• Ministry of the Economy (Ministère de l'Economie)coreStrategic or Co-development PartnerOfficial government ministry responsible for tourism policy. Launched the 'Lëtzebuerg, dat ass Vakanz!' campaign in cooperation with tourism stakeholders to promote domestic and sustainable tourism in Luxembourg.
• Luxembourg City Tourist OfficecoreStrategic or Co-development PartnerLocal destination marketing organization for Luxembourg City, the capital and primary tourist destination in Luxembourg.
• Visit ÉislekcoreStrategic or Co-development PartnerRegional tourism organization promoting the Éislek (north) region of Luxembourg, known for outdoor activities and natural landscapes.
• Visit MinettcoreStrategic or Co-development PartnerRegional tourism organization for the Minett region (southern Luxembourg), promoting industrial heritage sites and the Minett Trail.
• Visit GuttlandregionalStrategic or Co-development PartnerRegional tourism organization for Guttland (central/western Luxembourg), the garden region surrounding the capital.
• LuxembourgPass Partner AttractionscoreChannel Partner/ Reseller/ DistributorOver 80 attractions, museums, and activity providers across Luxembourg offering free or discounted entry through the LuxembourgPass system.
• Brasserie NationaleregionalStrategic or Co-development PartnerLuxembourg's largest brewery (Bofferding, Battin, Funck-Bricher brands) featured in culinary tourism experiences and brewery tours.
• Kulturfabrik Esch-sur-AlzetteregionalStrategic or Co-development PartnerCultural center in Esch-sur-Alzette, a European Capital of Culture 2022, promoting urban art and cultural events. Non-profit association supported by Luxembourg Ministry of Culture.
• Mullerthal RegionregionalStrategic or Co-development PartnerRegional tourism organization for Mullerthal ('Luxembourg's Little Switzerland'), featuring hiking trails and rocky landscapes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Tiqets: Digital ticketing platform for museums and attractions, comparable to LuxembourgPass as a distribution channel for attraction access. Adjacent business model in tourism experience commerce.

Direct peers

• Visit Flanders: Regional destination marketing organization for Flanders, Belgium, sharing a small-country European context, government-affiliated operating model, and similar emphasis on cultural and active tourism. Adjacent geography and overlapping tourist catchment make it a natural peer.
• Visit Brussels: Tourist office for Brussels-Capital Region operating a digital platform and city pass analogous to Luxembourg for Tourism's LuxembourgPass. Comparable as a small-territory European city/regional DMO with concentrated urban tourism assets.
• NBTC Holland Marketing: National DMO for the Netherlands promoting destination experiences through digital platforms, content marketing, and partnership networks. Comparable as a government-backed European tourism promotion entity with strong digital-first execution.
• Visit Denmark: National tourism organization for Denmark, government-affiliated, promoting a small European country with strong emphasis on design, gastronomy, and outdoor experiences. Closely comparable scale and operating model to Luxembourg for Tourism.
• Discover Estonia: National tourism board for Estonia, similar small European country DMO using digital-first destination marketing and content campaigns. Comparable in scale, target audience, and government-affiliated operating model.
• Visit Norway (Innovation Norway): Norway's national tourism marketing organization, government-affiliated, emphasizing nature and outdoor experiences similar to Luxembourg's hiking and cycling positioning. Comparable mission and target audiences in outdoor/cultural European tourism.
• Switzerland Tourism: National tourism promotion organization for Switzerland, operating under a quasi-governmental structure with multi-platform digital marketing and partner networks. Highly comparable as a small-country European DMO with strong destination positioning around nature, culture, and outdoor experiences.
• Austrian National Tourist Office: National tourism board for Austria operating a multi-platform digital ecosystem and partner attractions network. Highly comparable in mission (national destination marketing), operating structure, and emphasis on outdoor and cultural tourism.

Broad incumbents

• Go City: Commercial multi-destination tourist pass operator offering attraction-inclusive city passes; comparable to LuxembourgPass as a transaction-based tourism pass product. Differs in being a private commercial operator rather than a state DMO.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCeKP0RIGioyPqLbWJN3uLig
• Facebookfacebook.com/VisitLuxembourg
• LinkedInlinkedin.com/company/luxembourg-national-tourist-board
• Instagraminstagram.com/visit_luxembourg
• Xx.com/luxembourginfo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Luxembourg for Tourism