𝐇𝐮𝐧𝐠𝐚𝐫𝐲 𝐢𝐬 𝐭𝐡𝐞 𝐍𝐨. 𝟏 𝐅𝐃𝐈 𝐝𝐞𝐬𝐭𝐢𝐧𝐚𝐭𝐢𝐨𝐧 𝐢𝐧 𝐄𝐚𝐬𝐭𝐞𝐫𝐧 𝐄𝐮𝐫𝐨𝐩𝐞 & 𝐂𝐞𝐧𝐭𝐫𝐚𝐥 𝐀𝐬𝐢𝐚.

That is not a marketing claim. It is the finding of one of the most rigorous annual investment rankings in the world.

Site Selection Magazine has just published its Global Best to Invest 2026 report, drawing on twelve data sources including the Kearney FDI Confidence Index, the IMD World Competitiveness Rankings, the UN Human Development Index and the DHL Global Connectedness Index. In the Eastern Europe & Central Asia regional ranking, Hungary tops the country list ahead of Poland, the Czech Republic, Lithuania and Slovenia, with Budapest placing third among the region's top metro areas.

But what are investors actually looking for when making FDI decisions?

According to Kearney's 2026 FDI Confidence Index, the single most important factor is now technological and innovation capabilities. It was the leading reason to invest in 10 of the top 25 global markets, reflecting a clear shift toward innovation-led competitiveness. This was followed by the efficiency of legal and regulatory processes and the ease of moving capital across borders. Government incentives and labour costs, while still relevant, ranked considerably lower than many would expect.

This shift matters. The investors planning the next wave of projects are not simply chasing the lowest cost or the largest subsidy. They are looking for markets that combine a strong talent base, a predictable regulatory environment and the kind of connectivity and innovation capacity that supports long-term operations. Hungary's No. 1 regional ranking suggests it is competitive across exactly these dimensions.

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