To date, discussions on migrants' integration and returnees' reintegration have been kept apart. With the increased salience of return migration, reintegration schemes have gained importance, not only for European countries aiming at preventing further migration after return but also for migrants' countries of origin. However, research on reintegration from the perspective of transnational migration governance is still scarce. This article thus contributes to the advancement of theoretical approaches to return and reintegration policies by showing how core rationales of migrant integration in Europe spill over to the context of reintegration beyond the continent. Drawing from an ethnographic research project on gender, return migration and reintegration in West Africa, we compare the European key actors' perceptions of (re)integration, in the cases of Germany and Switzerland, with those of their counterparts in Guinea and Senegal. Moreover, we touch on how the returnees and their families and communities perceive the key actors' definitions of reintegration. Our results show the different ways in which Eurocentric expectations and rationales of migrant integration come to shape their reintegration support schemes in the countries of return. These include the narrowly defined target groups, the paradigm of ‘promoting and demanding’, which currently gravitates towards the principle of ‘demanding and controlling’, a high priority on economic (re)integration, and accountability.