International companies show growing interest in Europe

• Europe is the top investment region among surveyed business leaders
• Germany ranks as Europe’s number one destination
• Europe earns praise for its political and economic stability and innovative strength, but faces criticism over cross-border frictions, costs, and slow approvals and permitting procedures

International companies are far more optimistic about Europe than the often critical debate within Europe about the region’s competitiveness would suggest. This is the key finding of the Deutsche Bank Global Sentiment Survey on Europe 2026, an international survey of 1,200 senior leaders and decision-makers from companies in 13 non-European markets that either already invest in Europe or plan to do so.

More than one-third of respondents identify Europe as the world's most attractive region for their business. Europe ranks ahead of Asia-Pacific (excluding China), North America, the Middle East, China, and Latin America. At the same time, a large majority of 81% say that Europe has become more important in their investment decisions over the past three years.

The findings show that, from the perspective of international companies, Europe offers far more than stability alone. Growth opportunities in Europe were cited by 74% of respondents, while 71% state its capacity for innovation, particularly in combination with AI. At the same time, 71% regard Europe as a resilient economic region in the face of economic and geopolitical challenges.

Alexander von zur Muehlen, Member of the Management Board of Deutsche Bank, said when presenting the findings: “The global economy has confidence in Europe. That is the key message of our survey, which confirms what we see every day in our business with clients around the world. Business leaders view Europe as an attractive investment destination, a growth market and a hub for innovation. At the same time, the survey shows that Europe still has ground to make up when it comes to competitiveness and business conditions. This is why decisive reforms are now needed to unlock stronger growth and encourage greater investment.”

Key findings from the Global Sentiment Survey on Europe 2026

1. Business leaders put Europe ahead of America and Asia
   
   Of the senior leaders and decision-makers surveyed, 35% name Europe as the most attractive region for their company today. Asia-Pacific (excluding China) follows at 24%, with North America at 19%. The Middle East accounts for 10%, China for 6%, and Latin America for 5%.
   
   The assessment is especially strong among companies with direct experience in Europe: 45% of companies already invested in Europe rank it as the most attractive region. Among companies that have not yet invested but plan to do so, the figure stands at 15%. The findings therefore point to a pronounced experience effect.
   
   
2. Confidence in Europe is growing
   
   For 81% of respondents, Europe is more important to investment decisions today than it was three years ago. 28% describe Europe as much more important, while a further 53% of global business leaders say it has become somewhat more important. Only 3% believe Europe has become less important.
   
   This development shows that Europe is becoming increasingly important as a strategic market for the future.
   
   
3. Europe is seen as resilient in uncertain times
   
   Of the surveyed companies, 71% consider Europe highly or fairly resilient. The assessment is particularly positive in the Middle East, where 82% hold this view. This figure is 71% in Asia-Pacific and 65% in the Americas.
   
   Europe’s political and economic stability has therefore become an important competitive advantage in the global race for investment.
   
   
4. Investors are increasingly keen to venture into Europe
   
   61% of respondents are already invested in Europe and plan to expand their activities over the next five years. Only 6% of already-invested companies currently have no plans for further expansion.
   
   At the same time, 33% of respondents are not yet active in Europe but are planning or actively considering entering the European market for the first time within the next five years.
   
   
5. Europe remains an attractive consumer market, while its industrial importance continues to grow
   
   Europe is a well-established consumer market for international companies: 73% of respondents from companies already active in Europe currently sell goods and/or services to customers in Europe; 59% have their own sales or distribution teams in the region. This position is expected to remain strong, with 99% of respondents considering Europe important to their company’s growth as a consumer market over the next three to five years.
   
   At the same time, Europe’s industrial importance continues to grow. Only 19% of companies already active in Europe currently produce or manufacture goods in the region, but 92% of all respondents say Europe will be important for production, research and development, and supply-chain stability over the next three to five years; 51% describe this role as very important. The gap between today’s limited manufacturing footprint and companies’ strong future expectations points to a significant opportunity for Europe.
   
   
6. Europe scores highly on growth and innovation
   
   Respondents clearly associate Europe with economic opportunity, technological progress and industrial strength. For 74% of respondents, Europe’s growth opportunities are an advantage over other investment regions. A further 71% cite Europe’s capacity for innovation as a strength, particularly when combined with the potential of AI. These are followed by international relationships (70%) and economic and market stability (68%).
   
   
7. Germany is Europe’s investment magnet
   
   Germany leads the ranking of investment destinations in Europe. Among the 1,200 companies surveyed, 56% name Germany in their top three European target markets. 47% named the United Kingdom in their top three and 35% named France.
   
   Germany achieves high scores for its infrastructure and logistics, innovation and AI, industrial capability, skilled workforce, and market growth and scaling.
   
   
8. Europe’s biggest obstacle is Europe itself
   
   Europe has yet to realise the full benefits of the Single Market. According to 43% of respondents, cross-border frictions weaken Europe’s attractiveness to a very large or to a large extent. A further 42% say they have some impact. Only 15% report little or no impact.
   
   While growth and innovation are widely regarded as strengths, there are four areas in which fewer than 50% of respondents see Europe as having an advantage over other regions: labour cost competitiveness (42%), tax environment (44%), as well as energy cost competitiveness, and the speed of approvals and permitting procedures (both 47%).

About the survey

The international B2B survey “Global Sentiment Survey on Europe 2026” was conducted in July and August 2026 among 1,200 senior leaders and decision-makers from companies with at least 100 employees. All participating companies are headquartered outside Europe, across 13 markets: China (incl. Hongkong), Japan, Singapore, India, Australia, South Korea, Taiwan, the United States, Canada, Mexico, Brazil, the United Arab Emirates and Saudi Arabia.

Only companies that already invest or operate in Europe or that are planning or actively considering market entry within the next five years were included in the survey. It should therefore not be read as representative of all companies in the 13 markets surveyed.

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