Strategy 2026–2030
In a nutshell
With its Strategy 2026–2030, Liechtenstein Marketing is setting a clear course for the future. The focus is on national communications, location marketing, destination management, and event management. The goal is to build a strong, authentic Liechtenstein brand that is positioned as digital, sustainable, and focused.
The strategy lays the foundation for Liechtenstein Marketing’s direction. Its primary goal is to raise Liechtenstein’s profile as a business, employment, and living destination both domestically and internationally. It ensures a consistent and credible image of the country. At the same time, it strengthens the Principality’s long-term positioning.
Liechtenstein aims to be experienced as an inspiring, modern, and diverse country. Clear goals, measurable impact, and sustainable principles are at the core of this vision. The Liechtenstein brand is being strategically developed and strengthened. The six strategic priorities demonstrate how we transform our small size into a strength, guided by the motto: Small means smart.
- Bringing the Principality to Life
- Focus on Europe
- Smart Destination Liechtenstein
- Experience the Liechtenstein Brand
- Signature Events and Projects
- Learning Organization
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