Attracting foreign direct investment (FDI) is a crucial endeavor for countries aiming for economic growth.Investing abroad is a complex process motivated by different goals. Investors strive to increase their profits and reduce risks, while recipient countries, in addition to financial benefits, can enhance productivity, create jobs, and gain access to global markets through investment. In order for countries to attract foreign direct investment, they must ensure political and economic stability, create a favorable business environment, invest in infrastructure, education and human capital development. Furthermore, global trends in foreign direct investment indicate intense competition among countries, with incentives aimed at attracting foreign investors to secure their position in the world. These incentives, which include fiscal, financial, and other measures, aim to reduce tax burdens, provide financial support, and increase investment profitability. Establishment of Investment Promotion Agencies is a common strategy for promoting foreign investment, with objectives such as increasing the country's international visibility and facilitating the investment process. Their main roles include providing information on the business environment, ensuring access to key information, identifying potential investors, and engaging in activities such as advertising and lobbying for political reforms. Foreign direct investment (FDI) in the European union (EU) is based on sustainable development goals, with the majority of investments directed towards sectors that do not pollute the environment. Foreign investments in European union countries are often motivated by access to the EU single market, economies of scale and lower transaction costs. Furthermore, the analysis focuses on investment incentives, which are a key instrument in the economic policy of EU countries. Examples from the Czech Republic, Slovakia, and Poland demonstrate different approaches and strategies in attracting FDI. Incentives have enabled export-led growth in these countries, particularly after their accession to the European Union (EU). In the Republic of Croatia, incentives may include tax breaks, employment subsidies and incentives for development and innovation activities. Foreign direct investments (FDI) in Croatia are focused only on certain sectors, often localy oriented. Therefore, to change the perception of foreign investment in Croatia, it is necessary to focus on policies that create a predictable and attractive business environment.