Under the patronage of H.E. the Minister of Environment, Water & Agriculture Eng. Abdulrahman bin Abdulmohsen Al-Fadley, the Water Sciences & Technology Association is glad to announce the launch of the 14th edition of the Gulf Water Conference held from April 5th to 7th 2021in Riyadh, Kingdom of Saudi Arabia. GWC 2021 will be advocating for a paradigm shift in the management of water resources in the GCC countries to move from the current emphasis on supply sustainability approach to a consumption sustainability approach, with its core objectives of economic efficiency of water uses and financial sustainability of water services. The conference will invite top keynote speakers and experts to share their knowledge and transfer their experience in the field of sustainability of consumption. Moreover, the conference deliberations and results will be the GCC countries contribution to the selected UN Water topic for 2021: “Valuing Water”.