Liechtenstein Marketing has published its new strategy for the years 2026 to 2030. The focus is on shared responsibility for national communication, location marketing, destination management, and event management. The aim is to position Liechtenstein with a strong and authentic brand: focused, digital, and sustainable as a travel destination, business and work location, and place to live.

Liechtenstein Marketing is the center of excellence for national communications and marketing for the Principality. Its responsibilities extend far beyond tourism. Its primary goal is to raise the profile of Liechtenstein as a strong economic, employment, and residential location both at home and abroad. This includes developing and maintaining the country's brand, effective location marketing, smart destination management, and organizing national and international events. Everything that Liechtenstein Marketing initiates and implements strengthens the country's image and consolidates its position in the long term. The development of a strong, credible image for the country is a joint task for business, politics, tourism, culture, and society.

To ensure that this continues to be successful in the future, the new strategy focuses on clear goals, transparent impact measurement, sustainable principles, and close cooperation with partners from society, business, and politics. The strategy includes specific milestones for the coming years. It follows a clear line: Liechtenstein should be made visible as an inspiring, modern, and diverse country. "The strategy is not only brought to life by Liechtenstein Marketing, but by what we make of it together," summarizes Mathias Ulrich, Managing Director of Liechtenstein Marketing.