How to transform a less frequented cultural site in a properly managed, visited and valued destination? Transnational cooperation is one of the most important practices which are being promoted by international institutions, such as European Union, Council of Europe and UNESCO. The paper focuses on Danube Limes Brand (DLB), a South East Europe project that stands as a point of intersection between international policies focused on Roman Limes and transnational actions aimed at exploiting the tourism potential of the Danube River. The project aim is to achieve the World Heritage designation on the Lower Danube Limes heritage and to foster stronger and better cooperation between the Lower Danube countries to eventually allow the development of a joint action plan, a common marketing strategy and a common cultural route. This paper explains the strategies implemented by the DLB project in order to allow transnational cooperation for valorizing and exploiting intangible cultural heritage along the Lower Danube Limes.