The first wall (FW) of DEMO is a component with high thermal loads. The cooling of the FW has to comply with the material's upper and lower temperature limits and requirements from stress assessment, like low temperature gradients. Also, the cooling has to be integrated into the balance-of-plant, in a sense to deliver exergy to the power cycle and require a limited pumping power for coolant circulation. This paper deals with the basics of FW cooling and proposes optimization approaches. The effectiveness of several heat transfer enhancement techniques is investigated for the use in helium cooled FW designs for DEMO. Among these are wall-mounted ribs,. large scale mixing devices and modified hydraulic diameter. Their performance is assessed by computational fluid dynamics (CFD), and heat transfer coefficients and pressure drop are compared. Based on the results, an extrapolation to high heat fluxes is tried to estimate the higher limits of cooling capabilities. (C) 2016 Karlsruhe Institute of Technology. Published by Elsevier B.V. All rights reserved.