Western European markets will grow by 1.7% YOY in 2017—South Europe will exceed this growth, with Spain and Portugal leading the way. South Europe suffered the most from the 2008/2009 financial and 2012/2013 debt crises, but since then has been recovering because of strong exports—primarily tourism—and consumer demand. South Europe will be an attractive opportunity for B2C and B2B MNCs because of its improving fundamentals and low-cost environment