LONDON: The attractiveness of the United States as an investment destination has plunged in the eyes of British business executives who now see opportunities closer to home, a survey shows.
Deloitte’s survey of chief financial officers at major British firms showed a net balance of plus 2% of respondents saw the United States as an attractive place to invest, down from plus 59% in late 2024, shortly before President Donald Trump took office.
The report tallied with official US data last month that showed inward foreign direct investment fell sharply in early 2025, a drop that coincided with high business uncertainty over Trump’s tariff plans.
By contrast, Deloitte said British company executives warmed to their own market, with the balance for the United Kingdom rising to plus 13% from minus 12%, ranking top with India for investment attractiveness.
The United States remained more attractive than the rest of developed Europe or China, both of which had negative readings in Deloitte’s survey.
“These results reveal a shift in sentiment with the United Kingdom now viewed as a leading global investment destination,” said Richard Houston, senior partner and chief executive of Deloitte UK.
“This renewed confidence, coupled with a rise in risk appetite, is welcome and underscores the considerable investment potential the United Kingdom offers.”
In 2023, Britain was the fourth-biggest direct investor into the United States by ultimate beneficial owner, with a position of US$636bil, according to official US data.
The Deloitte survey showed British executives reported an uptick in business confidence compared with the previous survey published in April.
While still subdued, the optimism index ticked up to minus 11% from minus 14% in the previous quarter.
British business surveys generally point to weak economic growth, a problem for Finance Minister Rachel Reeves, who is likely to raise taxes again at the next budget, according to market expectations.
Deloitte polled 66 chief financial officers and executives between June 16 and June 29, including 37 listed companies with a combined market value of £386bil. — Reuters