LuxGames is an innovative influencer competition designed to highlight Luxembourg’s diversity in a dynamic and engaging way. Now in its third edition, the event brought together two Belgian and two Dutch influencers at the beginning of September, competing as Team Belgium and Team Netherlands in a series of interactive challenges across the country.
Each challenge was designed to showcase local attractions, traditions and culture while inspiring spontaneous and creative content. The playful format encourages influencers to discover Luxembourg from a different perspective and share their experiences in real time.
“The competitive element pushes participants to be creative while giving audiences a reason to follow the teams’ progress. This year, the Belgium vs Netherlands format added a new layer of playful rivalry and interaction,” says Felix Thill, Strategic PR & Media Relations at Luxembourg for Tourism.
And there was a winner: Team Belgium took the title in this year’s LuxGames. Across the competition the teams generated approximately 377K views, helping to bring Luxembourg and its diverse experiences to audiences in two important neighbouring markets.
The benefits for destination visibility are clear: authentic and visually engaging stories spark curiosity and showcase Luxembourg as a surprising destination. “Likes, shares and comments indicate genuine audience connection, strengthen community trust and help extend organic reach,” notes Ineke Millenaar, Communications & Community Manager at Luxembourg for Tourism GIE.
Beyond visibility, LuxGames also creates a valuable pool of high-quality photo and video content for future use across different channels. This year, the teams explored Luxembourg City’s contrasts, discovered the European significance of Schengen and its winemaking traditions in the Moselle, and explored the industrial heritage and mining history of the Minett, taking on challenges designed to reveal different sides of Luxembourg.
By combining competition, discovery and storytelling, LuxGames creates entertaining content while showcasing the diversity of experiences Luxembourg has to offer. The Belgium vs Netherlands format also strengthens connections with two important neighbouring markets.
Looking ahead, LuxGames will continue to evolve with new locations, challenges and creative formats, keeping the concept fresh while reinforcing Luxembourg’s distinct identity as a destination.
