The introduction of the VisitLuxembourg App in July 2021 marked a significant milestone for Luxembourg for Tourism, advancing the digital transformation of the destination and enhancing visitor engagement. This app bridges the communication gap with visitors while they are exploring the country, emphasizing active experiences in Luxembourg.

‍

The app offers a range of practical tips and useful information for planning trips, while also sparking spontaneous adventures across the country. Notably, 19% of users have utilized insider tips provided through the app, highlighting its role in guiding visitors to unique experiences. However, as time passed, we recognized the need for changes to boost user retention and to enhance the user experience onsite by better managing tourism flows. We decided to integrate gamification features that would challenge visitors to experience Luxembourg in unique ways and discover hidden attractions in a playful manner.

‍

This led to the introduction of our "Challenges" in July 2023. These Challenges allow app users to explore Luxembourg's nature and culture interactively. The concept is simple: visitors check in at designated locations to collect points, with check-ins restricted to certain geofenced areas. The challenge itself helps visitors to explore the destination and the journey and discoveries serve as the ultimate reward.

‍

During peak tourism season, ensuring that as many visitors as possible have a high-quality experience is a priority. The Challenges not only enrich visitor engagement but also help manage user flows by directing people toward lesser-known yet equally impressive spots. Families, which represent 34% of overnight travelers and tend to stay longer on average (5 days), are often returning guests and contribute to more sustainable travel practices. Both tourists and locals can discover new and intriguing corners of Luxembourg, away from the usual tourist hotspots.

‍

Some Challenges are tied to cycling and hiking routes, while others are thematic, linking visitors to specific sights of interest. To further encourage engagement, a leaderboard tracks the top participants in each challenge, motivating users to return and complete more challenges. All of these gamification elements are seamlessly integrated into our existing Tourism Content- & Service platform, the core of all our digital initiatives.