This paper argues that various EU policy initiatives towards the Western Balkans in the period of 1990-1999 did not in fact encourage the Western Balkans to move on and secure quicker integration into the European Union. They also failed to support reforms in the political, economic and social spheres. In addition, EU initiatives were too ineffective in terms of development of regional cooperation among countries of the region. Thus, new models were -- and still are -- needed if the EU remains committed to further enlargement in the Western Balkans. The author proposes development of a euro-region in the Western Balkans. In this way, countries of the Western Balkans would be encouraged to collaborate in applying for EU funding, which would support other forms of cooperation. However, since the funds are now restricted, it is more likely that even this approach would have only limited success. [ABSTRACT FROM AUTHOR]