Why participate in a World Fair as a country

World Fairs are global events that gather world nations to discuss and find solutions to contemporary global challenges. These events are also known as World Expos or International Registered Exhibitions.

In the 21st century, world exhibitions represent one of the most important meeting opportunities for the global community. They provide an unrivaled platform to connect businesses, governments, and international partners, as well as millions of citizens visiting the Expo.

Since 1851, when the first World Expo was organized, they are one of the most highly anticipated global events. With over 192 countries already registered to participate, Expo 2020 Dubai will happen between the 1st of October 2021 and the 31st of March 2022 and surely be one of the most memorable world fairs in history.

World Expos are unique opportunities for advancing the international image of the nation. They create a unique connection between aesthetics, entertainment, politics, culture, diplomacy, functionality, and innovation.

Nation branding

The importance of branding nowadays isn’t something that is limited to the business sector only. The concept of “Nation Branding” allows countries to replicate brand marketing techniques to build a national image and become more influential on the international stage.

By investing in the Luxembourg Pavilion at the Expo 2020 in Dubai, the country will have long-term benefits, such as trade opportunities, developing long-term partnerships, global positioning, new investments, and much more.

Luxembourg will also showcase its leading role through the Space Agenda, research and innovation, and its favorable and flexible business environment.

Expo 2020 Dubai is an ideal chance to strengthen and improve a country’s national brand within the global community and among relevant international stakeholders.

Cultivating soft power

World Expos gather many nations under one universal theme, giving them six months to discuss universal challenges threatening the planet. In that sense, Expos in the 21st century are designed to be forums for topics related to the world’s future.

Apart from renowned companies, international organizations, investors, and experts being present at the Expo, nations can showcase their technological, cultural, and economy-oriented solutions to citizens from around the globe.

By attracting the attention of potential local and international visitors and companies, Luxembourg will position itself as a strategic partner for trade and investments under the theme of “Resourceful Luxembourg”.

Public diplomacy venue

Country pavilions at World Expos are a unique opportunity for participants to establish meaningful, face-to-face connections with international stakeholders.

Expos facilitate meaningful links between public diplomacy activities of the participating countries. Apart from government officials, many international organizations, corporations, and non-governmental representatives will attend this global event.

Expo 2020 Dubai allows Luxembourg to bring its culture and entrepreneurial spirit directly to its international connections. This is accomplished by creating a visually impactful pavilion under the theme of “Resourceful Luxembourg’’, which represents the global vision of the country and showcases its diversity, sustainability, enterprise, connectivity, and beauty.

By emphasizing the strong points in terms of an open economy, a stable political system, and a supportive, sustainable and tech-savvy environment, Luxembourg will be represented at the largest nation-oriented promotional event in the world in 2021.

The experience of ”being present” is another beneficial aspect of participating in a World Exposition as it provides a direct venue to raise awareness and cultivate multiculturalism and diversity.

A long-term investment

Every country has one common goal to participate in a World Expo: to present the best it has to offer.

That is why national pavilions are a long-term beneficial investment. The size and the style of the pavilion depend on two main assets: the resources intended for the Expo, and the branding practices planned for the event.

It is important to know that the main purpose of the national pavilions is not only to demonstrate cultural aspects but also to display the country’s solutions to global challenges.

Setting a national pavilion requires a tailored vision in line with the overall topic of the event. Luxembourg will present its resourcefulness through the visitor-oriented lance, showing different aspects of culture, everyday life, and diverse economic segments of the country.

An opportunity to stand out

Engagement is one of the crucial values of participating in World Expos. To achieve a satisfying level of engagement, countries work on providing diverse and compelling content offers to their pavilion’s visitors.

Architecture, programs, and events held at the pavilion will create a better and stronger image of the country. And expectations have never been higher since technology has been included in almost every pavilion’s scenography.

Standing out in an expo has two premises:

  1. Attract a broad audience, potential investment partners, and the international community.
  2. Provide quality and forward-thinking content through different formats such as events, discussions, business opportunities, and knowledge transfers.


Expo 2020 Dubai will have over 190 national pavilions and 25 visits are expected. It is considered to be one of the most important events for accessing regional and global markets in the post-COVID world.

Expo 2020 Dubai will also be a unique platform for Luxembourg to share its vision and leading role when it comes to its business climate, mobility, sustainable practices, and innovation.

In a world that is more and more interdependent, World Expos represent irreplaceable chances to showcase and advocate nations’ leadership and solutions for the future.

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