United States Outpaces Sweden, Australia and Other Countries in Creating New Connections for Business Professionals

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The United States outpaces Sweden, Australia and other countries in creating new connections for business professionals, according to a new networking study. Meanwhile, strong social trust and business activity also shape results. As international professionals increasingly cross borders, these countries demonstrate how openness can support valuable connections and opportunities.

The United States leads networking rankings, with the UK and Australia also among the top countries, according to a new study. The report compares trust, help for strangers and business activity. It shows how social openness and strong commercial ecosystems can create opportunities for professionals entering unfamiliar markets and communities.

Why is the United States ranked first for networking?

The United States has been ranked the leading country for networking with strangers in a new October 2026 study from Wave Connect, an event lead-capture and AI badge-scanning platform. The research assesses both social openness and the strength of the business environment.

The United States recorded a Networking Friendliness Score of 82.3 out of 100. It achieved the highest overall position after combining indicators covering trust in people met for the first time, trust in people from other nationalities, helping strangers, new business creation, international association meetings and startup activity.

The result is particularly relevant to business travel, conferences, exhibitions and international events. Professionals attending an event in an unfamiliar market often rely on informal conversations and introductions before a formal business relationship develops.

According to the study, 76% of people in the United States reported helping a stranger during the previous month. That was the highest figure among the 10 countries examined and provides an important part of the country’s overall networking profile.

The United States also hosted 792 international association meetings in 2025, according to the study’s dataset. This gives the country a substantial platform for international professional interaction, alongside a large and established startup ecosystem.

These are the friendliest countries to network in a new environment:

What makes the US business environment important?

The study does not assess networking purely through social behaviour. It also considers the wider commercial environment in which professional relationships can develop.

The United States recorded 13.87 new businesses per 1,000 working-age adults. Its StartupBlink 2026 ecosystem score was 314.1, substantially above the other countries included in the comparison.

This combination matters for international professionals because networking opportunities are often connected to the wider volume of commercial activity. A country with a large number of businesses, startup activity, conferences and international meetings can provide more settings in which new professional relationships are formed.

The research therefore presents networking as more than simply being comfortable speaking to strangers. It links social openness with the practical infrastructure that allows professional relationships to develop.

For business travellers, this can include conferences, trade shows, association meetings, startup events, industry dinners and informal meetings. These environments can create opportunities to meet people outside an existing professional circle.

However, the study’s score should be understood as a composite measure rather than a guarantee that every visitor will find networking easy. Individual experiences can differ according to industry, language, professional seniority, location and the type of event being attended.

How does the United Kingdom compare?

The United Kingdom ranks second with a Networking Friendliness Score of 78.4. Its results show a different balance between social trust and business activity.

The study found that 53.7% of respondents in the UK trusted people they met for the first time. Meanwhile, 83% trusted people of another nationality. The figure places the UK among the more internationally open markets in the study.

The country also recorded 19.19 new businesses per 1,000 working-age adults, the highest figure among the 10 countries examined. That suggests a comparatively active environment for new ventures and professional opportunities.

The UK hosted 507 international association meetings in 2025, according to the study. London, in particular, has long been an important international destination for conferences, exhibitions, financial services and professional associations, although the research score itself is based on country-level data.

For business travellers, the findings indicate that the UK’s networking environment combines international familiarity with a significant concentration of business activity.

Why does Australia rank third?

Australia takes third place with a score of 77.1. The country combines relatively high levels of social openness with a strong rate of new business creation.

The research records 47.5% of Australians as trusting people they meet for the first time. At the same time, 74.3% reported trusting people of another nationality.

Another notable result is that 69% of respondents said they had helped a stranger during the previous month. This places Australia behind only the United States among the countries in the study on that particular measure.

Australia also recorded 18.06 new businesses per 1,000 working-age adults. Its 2025 international association meeting total stood at 241, while its StartupBlink 2026 ecosystem score was 35.4.

Together, those figures contribute to Australia’s position as a country where social interaction and commercial opportunities both form part of the networking landscape.

For international events, Australia’s geographic distance from many major global markets can be a consideration for travel planners. However, once professionals arrive, the study indicates a relatively open environment for building new relationships.

Why is Sweden notable for international networking?

Sweden ranks fourth, with a Networking Friendliness Score of 72.0. Its strongest result concerns trust between people from different nationalities.

According to the study, 90.2% of Swedish respondents trusted people of another nationality. This was the highest figure recorded across the 10 countries.

Sweden also recorded 73.9% trust in people met for the first time. That was considerably higher than the corresponding result for the United States and the United Kingdom.

The country reported 58% of respondents helping a stranger during the previous month. It also hosted 227 international association meetings in 2025.

Sweden’s StartupBlink 2026 ecosystem score was 40.8, higher than Australia’s 35.4 in the dataset.

The combination makes Sweden particularly notable for professionals whose work involves international teams, cross-border partnerships or multicultural business networks. The findings suggest that international familiarity is an especially strong component of the Swedish networking environment.

Why does Denmark stand out on trust?

Denmark ranks fifth overall with a score of 70.8, but it records the highest result for trust in people met for the first time.

The study found that 75.3% of respondents in Denmark trusted people they met for the first time. A further 84.4% trusted people of another nationality.

That gives Denmark one of the strongest social-trust profiles in the research. The country also recorded 60% of respondents helping a stranger during the previous month.

Its business indicators are smaller than those of some higher-ranked countries. Denmark recorded 6.85 new businesses per 1,000 working-age adults and hosted 204 international association meetings in 2025.

The findings illustrate why the research combines social and commercial indicators. Denmark’s overall ranking does not depend solely on its business ecosystem. Its particularly high levels of interpersonal and international trust contribute significantly to the country’s position.

Which other countries make the top 10?

Canada ranks sixth with a score of 70.6. It recorded 49.5% trust in people met for the first time, while 82.1% trusted people of another nationality. Some 67% reported helping a stranger during the previous month.

Canada hosted 312 international association meetings in 2025 and recorded 5.17 new businesses per 1,000 working-age adults. Its StartupBlink 2026 score was 49.5.

Norway follows in seventh place with a score of 65.7. Its 67.6% first-meeting trust figure was relatively strong, while 84.1% trusted people of another nationality. Norway recorded 53% for helping a stranger and hosted 174 international association meetings.

New Zealand ranks eighth with 65.5. The country recorded 51.4% trust in people met for the first time and 68.6% trust in people of another nationality. Its 60% stranger-helping figure and 16.05 new businesses per 1,000 working-age adults also contribute to the overall picture.

Finland occupies ninth place with 61.6. Its first-meeting trust figure was 60%, while 75.9% trusted people of another nationality. The country hosted 149 international association meetings in 2025.

The Netherlands completes the top 10 with a score of 60.3. It recorded 67.3% trust in people met for the first time and 74.5% trust in people of another nationality. The country hosted 330 international association meetings in 2025.

What does the research mean for business travel?

The findings have implications beyond conventional networking events. Business travel increasingly connects conferences, exhibitions, incentive programmes, professional associations and corporate meetings with destination selection.

A destination’s ability to support professional interaction can influence the experience of delegates attending international events. Social trust may make informal introductions easier, while a strong business ecosystem can provide more companies, entrepreneurs, associations and events with which visitors can engage.

This is particularly relevant for meetings, incentives, conferences and exhibitions, commonly known as MICE travel. Organisers frequently consider accessibility, venue capacity, accommodation, business infrastructure and international connectivity when selecting destinations. The study adds another dimension by examining how social openness may support professional interaction.

For event organisers, however, the figures should be treated as one research input rather than a standalone destination-selection formula. Venue quality, flight connectivity, visa requirements, costs, safety, language, local industry clusters and delegate preferences can all affect the success of an event.

How does stranger trust affect professional connections?

Trust can be important at the beginning of a professional relationship because a first interaction contains limited information about the person involved.

The study’s country comparisons suggest substantial differences in reported willingness to trust new people and people from other nationalities. Denmark and Sweden stand out on first-meeting and international trust respectively, while the United States leads on reported assistance to strangers.

These measures do not directly measure the number of contracts, referrals or jobs generated through networking. Instead, they provide indicators of the social environment in which those interactions may take place.

Wave Connect Founder and CEO George El-Hage linked this social environment with employment networks. He said many job openings circulate through referrals, alumni channels and professional associations rather than being publicly advertised.

He also cited research suggesting that referral candidates can be hired at significantly higher rates than non-referrals. These claims were presented as commentary alongside the study rather than as direct findings of the country comparison itself.

That distinction is important when interpreting the research. The Networking Friendliness Score measures a combination of social and business indicators. It does not establish a direct causal relationship between national trust levels and employment outcomes.

Why could the findings matter to international events?

International association meetings provide structured environments where professionals can build connections across industries and borders. The study’s inclusion of meeting volumes therefore gives its networking comparison a direct connection to the business events sector.

The United States’ 792 meetings in 2025 represent the largest total among the countries included. The UK followed with 507, while Canada recorded 312 and the Netherlands 330.

Sweden, Australia and Denmark also hosted more than 200 international association meetings during the same period, according to the supplied dataset.

These numbers show why professional networking and international events are closely connected. A conference can provide the initial meeting, but subsequent communication, referrals and commercial partnerships depend on what happens after that first interaction.

For destinations, this creates an opportunity to position business events as part of a wider visitor economy. Delegates who attend an international meeting can become repeat business travellers, leisure visitors or advocates for a destination if the overall experience is positive.

What are the key findings for travel and tourism professionals?

The research provides a useful snapshot of the relationship between social openness and business ecosystems across 10 major networking destinations.

The United States leads the overall table with 82.3, supported particularly by its 76% stranger-helping rate, 792 international association meetings and 314.1 startup ecosystem score.

The UK follows at 78.4, with especially strong international trust and the highest new-business creation rate in the dataset. Australia scores 77.1, supported by high stranger assistance and business creation.

Sweden and Denmark demonstrate a different strength. Sweden records the highest international trust rate at 90.2%, while Denmark records the highest first-meeting trust rate at 75.3%.

Canada, Norway, New Zealand, Finland and the Netherlands complete the top 10, each combining different levels of social openness and business activity.

For the travel industry, the wider lesson is that professional connectivity can be influenced by more than convention centres, hotels and air links. The social environment of a destination can also shape how visitors experience business travel and international events.

The study can therefore serve as a starting point for event planners, destination marketing organisations and corporate travel managers examining networking environments. It should nevertheless be considered alongside independent data on meetings infrastructure, accessibility, costs, safety, connectivity and visitor experience.

The United States leads the 2026 networking comparison, followed by the UK and Australia, while Sweden and Denmark demonstrate particularly strong levels of international and first-meeting trust. The study shows that successful professional networking can reflect both social openness and business infrastructure, offering useful context for international business travel and events.

Anup Kumar Keshan, Founder and Editor-in-Chief, Travel And Tour World, said:
“Networking is increasingly important to global business travel, events and tourism. This study highlights how trust, openness and strong business ecosystems can shape professional connections. Destinations that create opportunities for meaningful interaction can strengthen their appeal to corporate travellers, event organisers and international business communities.”

Overall, the United States outpaces Sweden, Australia and other countries in the study, while Sweden and Australia demonstrate distinct strengths. The findings show that creating new connections for business professionals depends on trust, openness and commercial activity. Together, these factors can influence networking experiences across international business and travel environments.