Dubai, UAE – The Dubai Media Council (DMC), chaired by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, has outlined an ambitious strategy to dramatically increase the media sector’s contribution to the emirate’s economy, driving expansion, fostering digital transformation, and cultivating local talent. The recent meeting focused on aligning media initiatives with the overarching goals of the Dubai Economic Agenda D33, setting a key performance indicator target to increase the industry’s GDP contribution from 1.4% to 3% by 2033.
The strategy, reviewed during the Council’s recent session, emphasizes media as a pivotal sector capable of playing a meaningful role in Dubai’s comprehensive development agenda. Sheikh Ahmed stressed that the government is committed to providing robust support, including governance frameworks and operational guidelines, to media companies to achieve this growth. This commitment aims to solidify Dubai’s status as a global media and creative hub.
Accelerating Digital and Talent Initiatives
A core pillar of the new directives is the comprehensive acceleration of the media’s digital transformation. Sheikh Ahmed highlighted the essential role media plays in raising public awareness and supporting Dubai’s future plans, requiring the development of innovative tools and content that resonate globally.
To meet the 2033 targets, the Council has identified several strategic priorities:
- Economic Growth: Doubling the media sector’s contribution to Dubai’s GDP and boosting overall media exports.
- Talent Development: Investing significantly in young national professionals through specialized programs like the Media Leadership Programme and the Emirati Media Talent Pledge.
- Content Production: Expanding local content creation and ensuring high-quality output that reflects Dubai’s global prominence.
- Global Reach: Strengthening strategic communication to enhance Dubai’s influence in the digital ecosystem, particularly by expanding the reach of the Government of Dubai Media Office’s news and information.
Her Excellency Mona Al Marri, Vice Chairperson and Managing Director of the DMC, noted the beneficial impact of recent legislation (Law No. 29 of 2024), which broadened the Council’s mandate and authority. This expanded oversight facilitates efficient regulatory processes, including the issuance of permits and licenses, ensuring that development plans are aligned with global trends and Emirati cultural values.
Specialized Committees and Global Outreach
To address emerging creative industries, the Council established specialized bodies and expanded its international collaborations in 2025. Her Excellency Nehal Badri, Secretary General of the DMC, confirmed the launch of two new entities: the Dubai Film Development Committee and the Dubai Gaming Committee. These initiatives were supported by the inaugural Dubai Film and Games Forum held during the Arab Media Summit 2025. Furthermore, the Council has actively engaged with international academic institutions to shape forward-looking media policies and nurture future talent.
The meeting also reviewed the progress of Dubai Media Incorporated’s (DMI) integrated digital strategy. DMI is focusing on advanced content and original productions, leveraging technology partnerships and market analysis to enhance its digital identity. The strategy aims to produce globally competitive Emirati content across emerging formats, such as podcasts, strengthening platforms like the television content service, “Awaan,” for local, regional, and international audiences.
The Council underscored its dedication to developing future leaders. Members of the DMI’s Youth Council, launched in October 2025 to advance the National Youth Agenda 2031, attended the meeting. Sheikh Ahmed also met with participants of key development initiatives, including the ‘Media Pioneer Program – Emirati Photographer’ and the ‘Leaders Diploma Program,’ aimed at fostering the next generation of highly-skilled media professionals.
The ambitious targets laid out by the Dubai Media Council signal a strategic commitment to transforming the emirate’s media landscape into a dynamic and significant contributor to the national economy, positioning Dubai as a leading platform for media innovation and creative excellence globally.