Imagemonitor 2025: Liechtenstein Impresses with a Strong Image in Neighboring Countries
For the first time, Liechtenstein Marketing has commissioned a representative study on how the Principality of Liechtenstein is perceived in neighboring countries. The results, presented today alongside Minister of Economic Affairs Hubert Büchel, show that Liechtenstein’s image is largely positive, though awareness varies significantly by region.
December 9, 2025 - Over 2,000 people from St. Gallen, Graubünden, the rest of German-speaking Switzerland, Vorarlberg, Baden-Württemberg, and Bavaria were surveyed about their perception 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 solid foundation for further developing our external image in a targeted manner,” said Minister of Economic Affairs Hubert Büchel during the presentation. Mathias Ulrich, Managing Director of Liechtenstein Marketing, also draws a positive conclusion: “The results show that Liechtenstein is perceived as reliable, likable, and a great place to live. This is a strong foundation for our ongoing work in brand management.”
Regional differences in awareness
The spontaneous mention of Liechtenstein as an Alpine country is modest, at ten percent. The survey makes it clear that geographical proximity plays a key role in how the country is perceived. While more than half of respondents in St. Gallen, Graubünden, and Vorarlberg rate their knowledge of Liechtenstein as good to very good, awareness is lower in more distant regions such as Baden-Württemberg and Bavaria.
A strong image despite the country's small size
Liechtenstein’s overall rating is encouraging in its 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 remains stable and positive.
Associations offer opportunities for brand management
The study highlights the terms and images that people in neighboring regions associate with Liechtenstein. The country’s small size, the Principality or the monarchy, and the princely family are mentioned particularly often. Topics such as banking, the financial center, tax advantages, beautiful scenery, and prosperity are also frequently associated with Liechtenstein. Overall, the picture that emerges is of a small, prosperous, and reliable country that stands for tradition and success.
An attractive business and employment location
Liechtenstein is perceived as an economically strong and reliable partner in neighboring regions. In particular, the high willingness to commute in regions such as St. Gallen, Graubünden, and Vorarlberg underscores the country’s appeal as a place to work. Issues such as employment opportunities, innovative strength, and wage levels are viewed very positively and contribute to a strong overall image of the country.
Nature as a potential tourist attraction
In the context of tourism, 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 and culture or leisure activities. The destination is perceived as charming, authentic, and family-friendly, particularly in neighboring regions. Even though agreement that Liechtenstein is a “hidden gem” is somewhat more reserved, many of the respondents can imagine spending several days in the country.
Strategic Relevance for Communication and Positioning
With the Imagemonitor 2025, a strategic tool is now available for the first time that provides 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 business, 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.