Deloitte's latest survey: British companies' interest in investing in the United States "high platform diving," with domestic and India becoming new favorites

A survey released on Monday showed that the attractiveness of the United States as an investment destination has significantly declined in the eyes of senior executives in British businesses. They are now more inclined to explore investment opportunities in their own country and the surrounding areas. According to the survey of chief financial officers (CFOs) of leading British companies by Deloitte, the net balance of respondents who consider the United States as an "attractive investment destination" is +2%, a significant drop from +59% at the end of 2024 (just before President Trump took office). This report is consistent with official U.S. data from last month - foreign direct investment (FDI) in the United States dropped significantly at the beginning of 2025, coinciding with a high level of uncertainty about Trump's tariff plans among businesses. In contrast, Deloitte pointed out that senior executives in British companies are becoming more enthusiastic about the domestic market: the net balance of attractiveness of investment in the UK has risen from -12% to +13%, making it one of the most attractive investment destinations alongside India. Nevertheless, the attractiveness of the United States is still higher than other developed countries in Europe, which presented negative indicators in the Deloitte survey. Richard Houston, Senior Partner and CEO of Deloitte UK, said: "The survey results reveal a shift in market sentiment, with the UK now being seen as a leading global investment destination." "This renewed confidence, coupled with an increase in risk appetite, is commendable and highlights the enormous investment potential that the UK possesses." According to official U.S. data, in 2023, the UK became the fourth largest source of direct investment in the United States with a total investment of $636 billion (based on ultimate beneficial ownership statistics). Furthermore, the Deloitte survey shows that business confidence among British executives has increased compared to the previous round of surveys released in April. Although overall confidence is still subdued, the optimism index has risen from -14% in the previous quarter to -11%. British business surveys generally point to weak economic growth - a challenge for Chancellor of the Exchequer Rishi Sunak. Market expectations suggest that she may raise taxes again in the next budget. Deloitte surveyed 66 CFOs and executives between June 16 and June 29, including 37 listed companies with a total market value of 386 billion.