The attractiveness of Europe is under threat. A heavy regulatory agenda, protectionist trends and sluggish growth have created a difficult environment for business in a context of global uncertainty. But the future does not have to be bleak. With decisive action, the EU can reset the agenda and strengthen its competitiveness in the global economy. Attractiveness of Europe: Agenda for Action 2024-2029 – AmCham EU’s new vision for the EU’s upcoming legislative mandate – outlines the three priority areas that should drive the European political agenda to strengthen the attractiveness of the region and tackle global issues.
AmCham EU’s vision for the future: Attractiveness of Europe: Agenda for Action 2024-2029

Related items
:focal())
Digital Omnibus: a strong first step, but more room for harmonisation
The European Commission’s newly introduced Digital Omnibus package is a good starting point for the EU’s digital simplification. Measures such as adjusting the timeline for the application of high-risk AI rules and a reinforced role for the European AI Office are tangible improvements that will give businesses more certainty about how and when they need to meet their compliance obligations. Similarly, the Commission’s launch of a Digital Fitness Check to stress test the digital rulebook and a Data Union Strategy to unlock high-quality data for AI development are important steps.
However, in certain areas the Commission’s proposal does not go far enough, especially in the harmonisation of cybersecurity obligations. A single entry point for incident reporting helps, but duplication and fragmentation persist across the Network and Information Security Systems Directive 2, the Cyber Resilience Act, the Digital Operational Resilience Act and the General Data Protection Regulation. To cut costs for businesses while raising cyber resilience, the Omnibus should also:
Harmonise taxonomies, thresholds and timelines
Expand the main establishment principle
Align certification and conformity assessments to avoid double audits
Lessons from other Omnibus initiatives underscore the need for the co-legislators to take swift action and ensure reliable political support behind the Commission’s competitiveness agenda. The stakes for the Digital Omnibus are Single Market-wide. Manufacturers, healthcare and life sciences, financial services, mobility, energy and retail all rely on digital technologies and all face unnecessary burdens from overlapping digital rules. Targeted simplification that reduces duplication and clarifies enforcement promises to accelerate AI adoption, bolster cyber resilience and free resources for investment and jobs across Europe.
For more detailed recommendations, read our Digital Omnibus position paper.
:focal())
Tackling competitiveness with our Executive Council
Urgency around simplification, predictability for businesses and the growing disconnect between political narrative and business reality were centre stage during AmCham EU’s Executive Council (ExCo) Fall plenary on Monday, 3 and Tuesday, 4 November in Brussels. With a view from the boardroom of some of the largest companies invested in Europe, the senior leaders emphasised how complex and overlapping rules are making it harder to plan, invest and grow in the region. They stressed that the current focus on adding new requirements is not matched by efforts to reduce or align existing ones. The result is a business environment that feels increasingly unpredictable, despite policy goals aimed at growth and competitiveness.
Julie Linn Teigland, Chair, Executive Council, AmCham EU, said: ‘The ExCo was encouraged by the earnest and determined focus of simplification agenda and how both Commission and Council are putting competitiveness at the centre of EU policy making. The way forward is to set ambitious goals and deliver on them. We truly believe that Europe has the right capabilities and potential to stay an attractive place for investment, growth and innovation.’
In meetings with senior EU and US officials, including Ambassador Carsten Grønbech-Jensen, Permanent Representation of Denmark to the EU; Ambassador Aingeal O’Donoghue, Permanent Representation of Ireland to the EU; Ambassador Andrew Puzder, US Mission to the EU and Björn Seibert, Head of Cabinet to European Commission President Ursula von der Leyen, the group of business leaders reinforced the call for clearer, more consistent regulation and a renewed commitment to strengthening the Single Market. Underpinning the discussion was the need for progress on the EU-US Framework agreement, one that provides a path to predictability for businesses.
Europe must act now to safeguard its competitiveness. That means cutting complexity, ensuring policy matches business reality and deepening ties with trusted partners. If Europe wants to lead on innovation, sustainability and security, it must first be a place where business can thrive.

Omnibus: report adopted by JURI Committee
The adoption of the Omnibus report by the European Parliament’s Legal Affairs (JURI) Committee is a critical milestone for the EU simplification agenda. This signals the EU’s ongoing efforts to simplify the regulatory landscape and foster a more business-friendly environment, ensuring that legislation remains clear, consistent and practical for companies operating in Europe.
However, key concerns remain. In particular, the issue of extraterritoriality has yet to be adequately addressed. The current provisions risk creating significant legal and operational challenges for companies with global operations and supply chains that extend beyond the EU. This is not only an issue for US-based companies, but for all businesses with international footprints that may be subject to overlapping or conflicting legal obligations in jurisdictions outside the EU.
Moreover, we regret the continued inclusion of transition plans within the Corporate Sustainability Due Diligence Directive (CSDDD) as it creates unnecessary overlap with the Corporate Sustainability Reporting Directive (CSRD) and legal risk. Indeed, the CSRD already defines necessary standards for transition plans.
Policymakers must tackle these remaining issues during the upcoming trilogue negotiations to ensure a balanced, proportionate and globally coherent framework that supports both sustainability and competitiveness.
Policy priorities
Insights and advocacy driving Europe’s policy agenda. Our priorities support growth, innovation and a stronger transatlantic economy.
Membership
Connecting business and policymakers to strengthen the voice of American companies in Europe.