Luxembourg, Upgraded for Sustainability

“Mir wëlle bleiwe wat mir sin” -  we want to stay what and who we are. But in a changing world, staying true to that promise means being willing to change. That’s exactly what Luxembourg City Tourist Office (LCTO) is exploring in its evolving sustainability journey. In late 2023, LCTO was looking to start a new chapter in its sustainability journey. The starting point was a guided tour designed to bring the city's existing sustainability narrative to life, from free public transport and circular economy to community gardens and green finance. Group NAO was brought in to map out these stories and create a minimum viable product for the tour through co-creation with LCTO’s newly formed sustainability task force.

The project quickly expanded into something broader – a wider initiative to support LCTO’s long-term sustainability efforts. Besides a sustainability tour pathway, the project surfaced four narrative tracks to inspire future experiences in the city. The project also delivered a clear action plan and toolkit to help LCTO embed sustainability into its broader strategy. What began with a single tour is now shaping a deeper conversation about how Luxembourg City can create a more sustainable future for its tourism industry.