Liechtenstein Marketing's Strategy

Everything we do follows a clear framework. Our mission, purpose, and values give rise to six strategic priorities that set the course for our work. Sustainability runs as a common thread through all our activities. We define the key steps toward implementation through goals and milestones. In this way, we bring together our mission, purpose, strategy, and impact into a cohesive whole.

Our Vision

By 2030, Liechtenstein Marketing aims to position the Principality of Liechtenstein as a strong and authentic brand—focused, digital, and sustainable—as a travel destination, a business and employment hub, and a place to live that connects, inspires, and makes a difference.

Mission

“We promote Liechtenstein around the world, generate interest in the country, and provide on-site support to visitors.”

Our six strategic priorities

As a public-law institution, Liechtenstein Marketing’s strategic foundation is based on clear legal and political guidelines. The guidelines are defined by the Location Promotion Act (SFG), the Act on the Management and Supervision of Public Enterprises (ÖUSG), and the ownership strategy adopted by the government. These documents establish the legal framework and ensure that our work takes into account both the interests of the government as the owner and those of our stakeholders.

Bringing the Principality to life

We position Liechtenstein as a principality in the heart of the Alps, offering a high quality of life and a wealth of pleasures. Visitors and residents alike experience the country as authentic, surprising, and diverse—from its cuisine to its natural beauty and the unique features of the principality.

Marke Liechtenstein leben

Liechtenstein embodies a spirit of unity. We view place branding as a shared responsibility of the tourism, business, cultural, and sports sectors, as well as the local population—grounded in a clear identity and a shared promise.

Focus on Europe

We focus on our core markets: Switzerland, Germany, Austria, and the Benelux countries. Through targeted campaigns, media relations, and strong partnerships, we are building our visibility and establishing ourselves as an inspiring niche brand in Europe.

Signature Events and Projects

We create flagship projects that combine cultural identity with international recognition. The National Holiday, the House of Liechtenstein, and the Visitor Center Liechtenstein delight visitors and locals alike and strengthen our self-sufficiency.

Smart Destination Liechtenstein

We are transforming Liechtenstein into a leading digital destination. With the Experience Pass as our flagship product, smart booking options, and the use of data and AI, we are creating added value for guests, partners, and the local community.

Learning Organization

We are evolving even further into a learning organization. We work digitally, agilely, and sustainably; we use AI and data to boost efficiency; and we act with joy and enthusiasm—as ambassadors for Liechtenstein.

Sustainability

Guiding principle of our actions

Aerial view of a yellow LIEmobil bus on a winding road near Planken, surrounded by autumn-colored woods

Liechtenstein Marketing integrates sustainability into all its tasks and projects — social, environmental, economic, and political-communicative. For every initiative, we assess the contribution we make, identify any conflicting objectives, and determine how these can be resolved or made transparent. In this way, sustainability becomes not an afterthought, but part of our DNA.

The Path to Net Zero

We are guided by the ESG principles (Environmental, Social, and Governance) as well as the United Nations Sustainable Development Goals (SDGs), which are also enshrined in the state’s ownership strategy.