European appeal
(Supported Europe wide by the European Commission)

  .EU will become the most known domain extension in Europe.
(more than 1 million registrations expected within the first 12 months.)

 .EU being a new extension, a lot of names will still be available
(as opposed to .com, .be, .nl, .fr, .de, .net, .org)

 Internationally recognizeable
(Millions of people in Europe know the new domain name extension)

 Better positioning in search engines.
(search engines will use .eu in Europe before .com)

 Professional presence
(With .eu domain you're serious with your website and see things on a larger scale)