If you’ve ever travelled for work in Europe, you might have found yourself in an awkward moment – do you go for a handshake, a kiss on the cheek, or something else entirely? The rules of business greetings aren’t as universal as you might think, and what’s acceptable in one country might be seen as too formal or too personal in another.
At LanguageWize, we focus on Global English – not just the language, but the cultural understanding that goes with it. And when it comes to greetings, a little knowledge can help you avoid an uncomfortable misstep.
So, how do you greet a business contact in Europe? Let’s break it down.
The Classic Handshake – A Safe Bet (But Not Always!)
In many European countries, a firm handshake is the standard business greeting. It’s seen as a sign of professionalism, confidence, and respect. But even this varies:
- Germany & Switzerland – A firm, brief handshake is expected. Anything too soft or too long can feel awkward. In Switzerland, men usually wait for a woman to offer her hand first.
- UK & Ireland – Handshakes are standard but don’t overdo it. A strong grip is fine, but an overly aggressive handshake can feel intimidating.
- Scandinavia (Sweden, Norway, Denmark, Finland) – A handshake is common but tends to be shorter and less forceful than in other European countries. Personal space is important, so avoid standing too close.
When in doubt, a handshake is always the safest choice in a business setting. But in some parts of Europe, greetings get a little more personal…
Kissing on the Cheek – Business or Personal?
In Southern Europe and parts of Western Europe, it’s common for business acquaintances to greet each other with a kiss on the cheek – but it’s not as straightforward as it sounds.
- France – The number of kisses depends on the region (two, three, or even four!), but in business, a handshake is still the default unless you have an established relationship.
- Spain & Italy – While kisses on the cheek are common in social settings, business greetings usually start with a handshake. However, once a relationship is built, two kisses (one on each cheek) may be exchanged – especially between male-female colleagues or close business partners.
- Belgium & the Netherlands – One kiss on the cheek may be used in casual business settings, but it depends on the context. Generally, a handshake is still the safest choice.
Important: These cheek kisses are not like romantic kisses. They’re usually light air kisses with no actual lip contact – and often just a cheek-to-cheek touch.
The No-Contact Approach – A Growing Trend
In recent years, many professionals across Europe have adopted a more neutral, no-contact greeting – partly due to the pandemic but also as a way to accommodate cultural diversity in international business.
- A simple nod or a verbal greeting (“Bonjour,” “Buongiorno,” “Hallo”) is becoming more acceptable, especially in multicultural business environments.
Handshakes are still the standard, but some professionals now opt for a small wave or just a polite smile, especially in first meetings.
So, What’s the Best Approach?
The safest strategy? Start with a handshake. If your business contact leans in for a kiss, go with the flow – but only if it’s culturally appropriate and you feel comfortable.
Top Tips for Avoiding Awkward Moments:
- Observe first – If you’re unsure, see how others greet each other.
- When in doubt, go for a handshake – It’s almost never the wrong choice.
- Respect personal space – If someone seems hesitant, don’t force physical contact.
- Follow their lead – If your contact initiates a kiss on the cheek, you can reciprocate, but don’t initiate unless you’re sure it’s expected.
At LanguageWize, we teach Global English – but that also means helping you navigate international business customs. Because knowing the right words is important, but understanding the culture is what builds strong professional relationships.
Sign up with LanguageWize today and learn how to navigate international interactions with confidence!
Heidi Nel
23 April 2025