Country Profile: Luxembourg

Luxembourg is one of the smaller countries in Europe – both by landmass and population – but its geographical position makes it unique as it works as an extension territory for touring acts from neighbouring France, Germany, and Belgium. It also draws in live music fans from all those markets.

“Our target audience, as we see it, is not the 650,000 people living in Luxembourg – it’s the 11m people living in what we call the greater region, which is neighbouring parts of Germany, neighbouring parts of France, and big neighbouring parts of Belgium,” says Olivier Toth, CEO of the Rockhal venue and one of the country’s main promoters.

As such, the market punches well above its weight, and Toth says major international acts like Sam Smith, Calvin Harris, Simple Minds, MC Solaar, Bob Sinclair, Garbage, and Scorpions all played Rockhal this year.

“Our target audience, as we see it, is not the 650,000 people living in Luxembourg – it’s the 11m people living in what we call the greater region”

The venue has rooms of multiple sizes so it can attract a broad range of acts (both in music and comedy), but its outdoor space was consciously not used this year. Even so, Toth says that “the first part of the year has been very successful” for the company.

Michel Welter, managing partner at A-Promotions (which also operates the 1,200-capacity den Atelier venue in Luxembourg City), has prioritised outdoor concerts in recent years, notably with the Luxexpo Open-Air series of shows, bringing in names like Arctic Monkeys and Robbie Williams.

“The summer open-air shows have growing importance in our business,” he says. “We are always on the lookout for new open-air opportunities. I think festivals will definitely [slide] in importance, but headline open-air shows for me are the go-to format.”

Welter gives an example of how the Luxembourgish live market is growing and why acts should prioritise it on their tours. In late June, Smashing Pumpkins played Luxexpo Open-Air, selling 8,000 tickets. They had originally been booked into Rockhal (with a 6,000 capacity), but sales were so strong the show was moved. “That was a tremendous result given that last time we did 4,000 at the Rockhal was over ten years ago.”

“We are a very small market in the end, but we do have potential.”

Toth says that Luxembourg is a “commuter” market, which means a large percentage of ticket sales are to people who do not live in the country but who work there or who can easily travel there.

Welter adds that this means the market is growing in profile. “Luxembourg is nowhere near an A market, like Frankfurt, Cologne, or Brussels,” he says. “But maybe, I can be so arrogant as to say that we have moved from a C market to a B market.”

Historically, Luxembourg was treated as a “filler” stop on tours when acts were travelling between bigger European markets. It is now, however, becoming a destination in its own right.

“We are a very small market in the end,” says Welter, “but we do have potential.”