On February 19, business leaders gathered for a timely C-Suite Briefing exploring how Estonia can remain competitive in the global race for foreign direct investment. The discussion featured Ursel Valve, the newly appointed Head of Estonian Business and Innovation Agency, and was moderated by Nele Normak of Coca-Cola Baltics.
Ursel opened the session by outlining the agency’s refreshed strategic focus and the structural changes designed to make Estonia even more attractive to investors. The new priorities are clear and pragmatic: strengthening R&D capabilities, driving investments, supporting export growth, and contributing to increased energy efficiency and improved housing conditions. These pillars reflect a broader ambition not only to attract capital, but to build long-term competitiveness and resilience into the Estonian economy.
A key theme of the presentation was organisational efficiency. The agency is streamlining its operations with a sharper focus on measurable impact. Among the new additions is a dedicated customer experience team aimed at improving how businesses interact with public services. The service portfolio is being redesigned to better meet the needs of companies at different stages of growth, and collaboration with universities is being expanded to strengthen the innovation pipeline.
One of the most notable shifts is financial: moving from a grants-based approach toward a greater use of loans, including the development of innovation loans. This signals a more sustainable and performance-oriented funding model, encouraging companies to scale responsibly while ensuring public resources are used effectively.
The interactive Q&A that followed brought valuable perspectives from participants across sectors. The discussion touched on tourism and hospitality, the importance of maintaining an active and open approach not only toward new investors but also existing businesses, and the potential of behavioural science to unlock new policy solutions. There was also a shared call for more positive narratives in the media about Estonia’s economic progress and for deeper collaboration between the public and private sectors.
Throughout the conversation, one message stood out: staying competitive in the global FDI race requires agility, openness, and partnership. The new direction of the Estonian Business and Innovation Agency reflects precisely that mindset.
We sincerely thank Ursel Valve, EIS and Nele Normak, Coca-Cola Baltics for hosting such a timely and insightful discussion, and for fostering an open dialogue on how Estonia can continue to strengthen its position on the global business map.