For the first time, Liechtenstein Marketing has commissioned a representative study on the perception of the Principality of Liechtenstein in neighboring countries. The results, presented today together with Minister of Economic Affairs Hubert Büchel, show that Liechtenstein's image is predominantly positive, but awareness varies significantly from region to region.

Over 2,000 people from St. Gallen, Graubünden, the rest of German-speaking Switzerland, Vorarlberg, Baden-Württemberg, and Bavaria were surveyed about their image of Liechtenstein as a country, business location, and tourist destination. "International perception is a key factor in Liechtenstein's positioning. The image monitor provides a sound basis for further developing our external image in a targeted manner," said Minister of Economic Affairs Hubert Büchel at the presentation. Mathias Ulrich, Managing Director of Liechtenstein Marketing, also draws a positive conclusion: "The results show that Liechtenstein is perceived as reliable, friendly, and a great place to live. This is a strong foundation for our further work in brand management."

Regional differences in awareness

The spontaneous mention of Liechtenstein in the context of an Alpine country is modest at ten percent. The survey clearly shows that geographical proximity plays a central role in perception. While more than half of those surveyed in St. Gallen, Graubünden, and Vorarlberg rate their knowledge of Liechtenstein as good to very good, less familiar regions such as Baden-Württemberg and Bavaria show a lower level of awareness.

Strong image despite small size

Liechtenstein's overall rating is encouraging in neighboring regions: in St. Gallen, Graubünden, Vorarlberg, and the rest of German-speaking Switzerland, the country scores over 70 points on a scale of 100. Even though Liechtenstein scores lower in Bavaria and Baden-Württemberg, the overall picture is stable and positive.

Associations offer opportunities for brand management

The study clearly shows which terms and images people in neighboring regions associate with Liechtenstein. The small size of the country, the principality or monarchy, and the princely family are mentioned particularly frequently. Topics such as banks, the financial center, tax advantages, beautiful landscape, and prosperity are also often associated with Liechtenstein. Overall, the image that emerges is of a small, prosperous, and reliable country that stands for tradition and success.

Attractive business and employment location

Liechtenstein is perceived as economically strong and reliable in neighboring regions. The high willingness to commute in regions such as St. Gallen, Graubünden, and Vorarlberg in particular underscores the attractiveness of the country as a place to work. Issues such as employment opportunities, innovative strength, and wage levels are clearly perceived as positive and contribute to a strong overall image of the country.

Nature as a tourist attraction

In a tourism context, Liechtenstein is primarily associated with unspoiled nature. Between 56 and 76 percent of respondents cite this as their main reason for visiting, while over a third of respondents also travel to Liechtenstein for art, culture, or enjoyment. The destination is perceived as pleasant, authentic, and family-friendly, especially in the neighboring regions. Even though the approval rating for Liechtenstein as a "tourist insider tip" is somewhat more reserved, many of the respondents can imagine spending several days in the country.

Strategic relevance for communication and positioning

Imagemonitor 2025 is the first strategic tool to provide valuable insights for location marketing and destination management. "The study enables us to make informed comparisons with other regions and countries and to derive targeted measures in the areas of economy, tourism, culture, and communication," says Mathias Ulrich, Managing Director of Liechtenstein Marketing. Accordingly, Liechtenstein Marketing plans to repeat this representative survey at regular intervals in the future.