Winner of the 2026 Brand Manager award, Beryl Koltz is Head of Brand Image Promotion at the Luxembourg Ministry of the Economy. In this interview, she looks back at the first ten years of LuXembourg - Let's Make It Happen, and discusses the role of the national brand in attracting and retaining talent in the Grand Duchy.

The Luxembourg government has filed a bill that overhauls the tax treatment of stock options granted to employees of young innovative companies. The measure aims to strengthen the Grand Duchy's appeal in the international race for tech talent.

Ten years after its launch, the LuXembourg, Let's Make It Happen initiative turns a page and unveils its 2026-2030 action plan, structured around three strategic pillars and three priority areas to strengthen the country's image internationally.

Switzerland has some of the highest rents in Europe while maintaining a standard of living well above that of its neighbours. Luxembourg, also facing a tight housing market, may wonder whether it can draw lessons from this Swiss paradox, where a high employment rate offsets the cost of housing.

The Grand Duchy continues to attract highly qualified profiles, but struggles to retain them over the long term. The final Luxtalent report, published on 15 June 2026, identifies housing as the main threat to Luxembourg's residential attractiveness.

At the Centre Hospitalier du Luxembourg, a shortage of nurses is not the reality. But behind this apparent stability, the Luxembourg system remains fragile, caught between dependence on cross-border workers, insufficient training capacity and a lack of attractiveness.

For the second consecutive year, Luxembourg has claimed third place in Remitly's Immigration Index 2026, behind Switzerland and Iceland. High salaries, free public transport and a safe environment make the Grand Duchy a destination of choice for international talent.

A provisional agreement adopted in late April 2026 redistributes unemployment benefit rules for cross-border workers in the European Union, transferring responsibility from the country of residence to the country of last employment. For Luxembourg, where cross-border workers account for 47% of the workforce, the implications are considerable - and trade unions are calling for vigilance.

According to the latest Panorama du monde du travail published by Statec, only 34% of resident employees still work in a permanent full-time daytime role. Traditional work in Luxembourg is now giving way to shift work, part-time hours and weekend working.

The Grand Duchy is among the European countries where employees report the highest levels of daily stress. A finding confirmed by the 2026 edition of the Gallup State of the Global Workplace report, and corroborated by local data accumulated over recent years by the Chambre des salariés.

A study based on an analysis of 3 million TripAdvisor reviews has named Luxembourg City as Europe’s most beautiful capital, ahead of Paris, Rome and London. This unexpected ranking confirms the Grand Duchy’s growing prominence as a tourist destination on the international stage.

ADEM has just published its annual list of jobs in severe short supply for 2026, which now includes 20 professions compared to 22 the previous year. Construction, industry and maintenance have been added, whilst several business support roles have been removed, revealing a constantly evolving landscape of labour market pressures.