WaterWise Hub: Reimagining Water in the Circular Economy

The Challenge

How can we reimagine water as a fully renewable resource in our cities, industries, and communities?
This is the bold challenge taken on by WaterWise Hub, a European initiative that puts water at the heart of the circular economy.

Europe is facing increasing water stress. Climate change, population growth, and outdated infrastructure are placing immense pressure on resources. Traditional water systems are often inefficient and unsustainable. New approaches are urgently needed to ensure that every drop of water is used wisely, efficiently, and sustainably.

About WaterWise Hub

WaterWise Hub is an EU-funded Excellence Hub project, supported by Horizon Europe (HORIZON-WIDERA-2023-ACCESS-07), running from January 2025 to December 2028.

It brings together research, innovation, business, and society to transform water management in Romania, Greece, the Western Balkans, and Eastern Partnership countries (Moldova, Serbia, Albania, North Macedonia, and Ukraine).

The initiative is built on the Quadruple Helix model of innovation, engaging:

Government & public sector (policy, regulation, investment)
Academia & research (scientific knowledge, testing)
Industry & SMEs (technology, products, services)
Civil society (citizens, NGOs, communities)

Together, these stakeholders create a living innovation ecosystem that turns water challenges into opportunities for sustainable growth.

Vision

WaterWise Hub envisions a future where water is managed sustainably and regeneratively—at the core of Europe’s circular economy.

By integrating advanced technologies, enabling cross-border collaboration, and engaging citizens, the Hub will foster:

Circular water systems that minimize waste and maximize reuse
Resilient, water-smart cities aligned with EU strategies such as RIS3
A culture of innovation, sustainability, and shared responsibility for water

Key Objectives

To achieve impact, WaterWise Hub will deliver practical tools, strategies, and opportunities for innovators, startups, policymakers, and communities:

Comprehensive R&I Strategy to enhance water sustainability
Action & Investment Plan to support water innovation
FundFinder Portal to connect innovators with funding opportunities
Decision-Making Toolboxes (strategic, tactical, operational) for effective governance
Water Tech Challenges to stimulate entrepreneurship and solutions
Innovation Accelerator to help startups test, scale, and grow water technologies
Lifelong Learning (LLL) Courses for continuous skills development
Knowledge Hub as a central repository for resources and best practices
Mentorship Scheme to nurture innovators across the region

ROTSA’s Role

As part of the consortium, ROTSA (Romanian Tech Startups Association) brings the voice of Romania’s tech and startup ecosystem into WaterWise Hub.

Our contribution spans several core work packages:

WP3 – Supporting the R&I Strategy
ROTSA will help implement the R&I strategy, facilitating academia–business collaboration and supporting pilot projects through open calls. Between 10–20 startups/SMEs will receive funding for pilot research projects aligned with regional priorities.
WP4 – Pilot Project Development
We will contribute to long-term conceptual design and pre-planning for pilots and demonstrators, ensuring innovative solutions move from idea to real-world testing.
WP5 – Innovation Acceleration & Entrepreneurship for Water Solutions
ROTSA will support the WaterWise Tech Challenge, a competition for young innovators and startups focused on circular economy water solutions. Additionally, we will help design and operate the WaterWise Innovation Accelerator, supporting SMEs and startups to develop, test, mature, and scale their water technologies and services.

For Romanian innovators and the ROTSA community, this means:

Access to mentorship, training, and accelerator programs
Opportunities to participate in Water Tech Challenges and scale solutions regionally
Direct exposure to funding and partnership opportunities within the EU
Early access to innovation calls, networking opportunities, and resources for startups

Conclusion

Through WaterWise Hub, ROTSA and its community will contribute to one of Europe’s most pressing challenges: ensuring sustainable water use for the future.

By connecting innovators, researchers, businesses, and communities across Southeast Europe, WaterWise Hub will transform water scarcity into innovation, collaboration, and sustainable growth.

“WaterWise Hub is not only about water—it’s about building resilient societies where innovation and sustainability go hand in hand.”

👉 Stay tuned on the ROTSA Blog and channels for updates on the first Water Tech Challenges and opportunities to get involved.