All-sky data from the Planck survey and the Meta-Catalogue of X-ray detected Clusters of galaxies (MCXC) are combined to investigate the relationship between the thermal Sunyaev-Zeldovich (SZ) signal and X-ray luminosity. The sample comprises similar to 1600 X-ray clusters with redshifts up to similar to 1 and spans a wide range in X-ray luminosity. The SZ signal is extracted for each object individually, and the statistical significance of the measurement is maximised by averaging the SZ signal in bins of X-ray luminosity, total mass, or redshift. The SZ signal is detected at very high significance over more than two decades in X-ray luminosity (10(43) erg s(-1) less than or similar to L500E(z)(-7/3) less than or similar to 2 x 10(45) erg s(-1)). The relation between intrinsic SZ signal and X-ray luminosity is investigated and the measured SZ signal is compared to values predicted from X-ray data. Planck measurements and X-ray based predictions are found to be in excellent agreement over the whole explored luminosity range. No significant deviation from standard evolution of the scaling relations is detected. For the first time the intrinsic scatter in the scaling relation between SZ signal and X-ray luminosity is measured and found to be consistent with the one in the luminosity - mass relation from X-ray studies. There is no evidence of any deficit in SZ signal strength in Planck data relative to expectations from the X-ray properties of clusters, underlining the robustness and consistency of our overall view of intra-cluster medium properties.