Talking to a specialist forum on Thursday, Austria's Ambassador to Romania, Michael Schwarzinger said that the countries participating in the European Union Strategy for the Danube Region (EUDRS) will have to consider rebranding.

In addition, they must conclude the public-private partnerships in order to develop this project. He avowed that it is very necessary to find new tools to make the Danube Strategy functional as soon as possible.

Also, he averred that it is important emphasize on few significant lines for increasing social and economic prosperity. Further, talking about rebranding he said that the rebranding was important and it could only be done if efforts are made by everyone and not only the participant countries.

EUDRS was launched in 2008 to bring forward the innovation including the model of cooperation at a macro-regional level. It also implements the new concept of territorial cohesion in the Treaty of Lisbon. Its implementation

is facing large challenges at present.

The strategy of is aimed at axing four main things and these are connectivity, protection of the environment, increase in the prosperity of the Danube region and improvement of the governing system.

"The European Union Strategy for the Danube Region must also involve the private sector in order to develop the area", said a coordinator of EUDRS.