PwC hosts Itijah Venture in Amman to address water sustainability concerns

In its second instalment (the first Venture took place in Abu Dhabi in April 2012), Itijah has drawn leaders from across Europe and the Middle East to tackle the challenge of "water wars" in the Middle East.

This year the event addresses the issue of the waning availability of water in Europe and the Arab world with participants from Alexandria, Amman, Amsterdam, Benghazi, Budapest, Dubai, Frankfurt, Istanbul, Jeddah and London joining local Jordanian organizations to explore innovative solutions for creating balanced ecosystems within cities that could increase effective water management.

"We believe in the role of leadership as an instrument of change but recognize that efforts must be made within the region to utilise skills and address key issues. Water scarcity has been an on-going obstacle globally and regionally, so we are delighted today to host almost 40 leading entrepreneurs to discuss solutions that will improve the standard of living and economies in Jordan and the wider region," said Warwick Hunt, Middle East Managing Partner, PwC. "It was a natural fit to host Itijah at PwC's MEPSI given its role as a centre of excellence for the region, focusing on bringing together government, public and private sectors to develop impactful partnerships."

"At a time of great change for the Arab region, Common Purpose is excited to be bringing together future leaders from Arab and European cities to work on a common challenge," said Julia Middleton, Chief Executive, Common Purpose. "Itijah is a fantastic opportunity for the next generation of leaders from ten cities to come together and tackle the pressing issue of water scarcity - with the aim of producing some innovative solutions."

Throughout the four days of Itijah, participants they will meet local organisations that are involved in various water sustainability initiatives such as The Red Dead Project, Organica Water, the Arab Potash Company, GIZ, USAID and UNRWA.

Simon Leary, Middle East Health Industries Leader, PwC, added, "With this topic being recognised last week in World Economic Forum in Davos as the second most important risk facing the world in the years ahead, we look forward to meeting and collaborating with the participating entrepreneurs to develop impactful solutions and share experiences."