LuxGames is an innovative influencer competition designed to highlight Luxembourg’s diversity in a dynamic and engaging way. Now in its second edition, at the beginning of September the event brought together four Belgian influencers who competed in a series of interactive challenges across different regions of the country.
Each task was carefully designed to showcase local attractions, traditions, and culture while inspiring spontaneous and creative content. This playful format encourages influencers to produce authentic posts in real time.
“The competitive element not only motivates participants to push their creativity further but also captivates audiences, who enjoy following progress and outcomes. The fact that the influencers already knew each other created an additional layer of natural chemistry, resulting in content that felt more like a trip among friends than a campaign”, says Felix Thill who works for Public Relations & International Press at Luxembourg for Tourism.
The benefits for destination visibility are clear: authentic, visually compelling stories spark curiosity and position Luxembourg as a surprising and must-visit destination. Engagement levels reflect this impact. “On social media, likes, shares, and comments indicate genuine audience connection, strengthen community trust, and help algorithms extend organic reach”, notes Ineke Millenaar, Social Media & Community Manager at Luxembourg for Tourism GIE.
Beyond visibility, LuxGames also delivers long-term value. The initiative generates a wealth of high-quality photo and video material, building a strong content pool for multi-channel use. This year’s edition introduced challenges in new locations, such as a corn maze in Ettelbruck linked to the LUGA, a video story contest in Vianden, and photo challenges in Luxembourg City and at the Schueberfouer. A surprise camel race and a challenge inspired by the Royal Hunt further underlined the playful spirit of the format.
Looking ahead, LuxGames will continue to evolve. Expanding to new markets and linking games to current events will ensure fresh formats and ongoing relevance, reinforcing Luxembourg’s distinct identity in a competitive travel landscape.
