Europe is an attractive place to invest; Italia beats Spain and Switzerland
The results of a Deutsche Bank survey of 1,200 entrepreneurs across 13 non-European countries. Key issues include cross-border relations, bureaucratic delays and high costs. Interest in our country is high in the United Arab Emirates (54 per cent), Saudi Arabia (46 per cent) and the US (41 per cent)
Key points
Europe ranks first as an attractive destination for investment and business by non-European companies, ahead of the Asia-Pacific region (excluding China), North America, the Middle East, China and Latin America. And Italia is considered more attractive than Spain and Switzerland, with only Germany, France and the Netherlands just ahead of it.
This is according to 1,200 business leaders from companies based in 13 non-European countries, who were interviewed as part of an international survey conducted by Deutsche Bank as part of the Global Sentiment Survey on Europe 2026. The sample is limited to companies that already invest in Europe or intend to do so, and which therefore have a good understanding of the region. The main conclusion of the survey is that ‘international companies are far more optimistic about Europe than the debate on European competitiveness – which is often critical on the continent – would suggest’.
The reasons behind the Old Continent’s success
On closer inspection, the reasons for this enthusiasm for Europe are by no means self-evident: the European market appeals to non-European business leaders for its ‘political and economic stability’, for the ‘growth opportunities’ it offers to businesses, and even for its capacity for innovation, driven by artificial intelligence. Yet non-EU entrepreneurs are also critical of Europe, complaining about the very same shortcomings that discourage European entrepreneurs: difficulties in cross-border relations, high costs and slow authorisation procedures.
Italia’s ranking
Italia ranks fourth amongst the leading investment destinations in Europe, with 33 per cent of the companies surveyed planning to invest in the Italian market. Interest is particularly high in the United Arab Emirates (54 per cent), Saudi Arabia (46 per cent) and the United States (41 per cent), whilst for Mexican companies, Italia is the second most popular investment destination in Europe after Germany.
Europe: a major consumer market
More specifically, the survey finds that over a third – 35 per cent – of respondents identify Europe as the most attractive region in the world for their business, with a clear difference between companies already operating in Europe and those intending to do so: 45 per cent of companies already present in Europe consider it the most attractive region in the world, whilst amongst those that have not yet invested there but plan to do so, the figure stands at 15 per cent. Europe, favoured by 35 per cent, is followed by Asia-Pacific (excluding China) at 24 per cent, North America at 19 per cent, the Middle East at 10 per cent, China at 6 per cent and Latin America at 5 per cent. A large majority, 81 per cent, state that Europe has become more important in their investment decisions over the last three years. Europe remains a consumer market that attracts business: 99 per cent of respondents consider Europe to be important as a consumer market over the next three to five years. Meanwhile, 92 per cent of respondents expect Europe to be important for manufacturing, research and development, and the stability of supply chains over the next three to five years.
