The 7th annual World Future Energy Summit (WFES), hosted by Masdar, from January 20-22 at Abu Dhabi National Exhibition Centre, will be a key opportunity for governments, businesses and policy makers to debate the necessary measures to motivate Middle East consumers to make more efficient energy choices. Naji El Haddad, WFES Show Director said, "At WFES 2014, we're enabling a broad cross section of stakeholders to discuss how policy and technology can work together to change behaviour, increase energy efficiency and achieve renewable energy targets. The depth of expertise across our conference programme dedicated to Energy Efficiency will shed new light on the possibilities to defer the huge capital investments required to supply the power and water needs of our cities and infrastructure." Last year's World Future Energy Summit received more than 26,000 attendees and 650 exhibiting companies from 40 countries. As the centerpiece of Abu Dhabi Sustainability Week, the Emirate's global platform for the acceleration and widespread adoption of sustainable development and renewable energy, WFES expects to receive 30,000 attendees this year. WFES 2014 will be co-located with the second International Water Summit and the inaugural EcoWASTE exhibition, also hosted by Masdar.