Dubai has set a new target to double the media sector’s contribution to the emirate’s GDP from 1.4 per cent to 3 per cent by 2033.
Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council (DMC), chaired a meeting to review the sector’s key performance indicators, initiatives and digital transformation plans.
The review comes as Dubai intensifies efforts to align its media ecosystem with the emirate’s broader development agenda and the vision of Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.
Dubai media targets
Sheikh Ahmed said Dubai’s media sector has significant potential to expand its economic impact, noting the importance of strong public-private partnerships and clear regulatory frameworks to support growth.
He affirmed the government’s commitment to providing the foundations required for media companies and institutions to innovate, scale and contribute to the objectives of the Dubai Economic Agenda D33.
He stressed the need to accelerate digital transformation across Dubai’s media landscape, highlighting the sector’s role in raising public awareness, supporting Dubai’s future plans and strengthening the emirate’s global influence.
Keeping pace with global technological shifts, he said, requires advanced tools, agile strategies and platforms capable of engaging audiences in the UAE and abroad.
Dubai Media Council review
During the meeting, Sheikh Ahmed reviewed performance indicators shaping the sector’s roadmap to 2033. These include:
- Increasing the media sector’s GDP contribution
- Boosting media exports
- Attracting foreign investment
- Establishing new film and gaming committees
- Expanding the global reach of Dubai’s strategic communications
Priorities also include strengthening local content production, supporting private media companies, expanding incentives for talent, and growing audiences for Government of Dubai Media Office output at regional and international levels.
Regulatory powers strengthened
Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, said transferring regulatory oversight of Dubai’s media sector to the Council under Law No. (29) of 2024 has delivered significant impact.
She noted that the expanded mandate enables the Council to implement media development plans efficiently and in line with international standards, reinforcing Dubai’s position as a centre for media creativity and a destination for global talent.
She said the Council’s responsibility for issuing permits and licences, while ensuring consistency with Emirati culture and values, provides the clear regulatory environment required to support competitiveness and innovation.
Expanding global reach
Nehal Badri, Secretary General of the Dubai Media Council, said the Council expanded its global expertise in 2025 by collaborating with international academic institutions to shape forward-looking media policies and develop future media talent.
She highlighted the launch of the first Dubai Film and Games Forum within the Arab Media Summit 2025 and the establishment of two new bodies — the Dubai Film Development Committee and the Dubai Gaming Committee.
Talent development efforts included the Media Leadership Programme, the Media Knowledge Exchange Programme and the Emirati Media Talent Pledge, alongside expanded training collaborations with regional and international media organisations.
DMI digital strategy approved
During the meeting, Sheikh Ahmed approved Dubai Media Incorporated’s (DMI) integrated digital strategy and reviewed the progress of major transformation initiatives, including the expansion of its “Awaan” platform for television content across local, regional and global markets.
DMI outlined key pillars of its strategy, including advanced content development, original productions, partnerships with technology leaders, and insights driven by global market analysis.
The approach aims to strengthen the organisation’s digital identity through globally relevant Emirati content, youth-focused storytelling and emerging formats such as podcasts.
Members of the DMI Youth Council for Dubai Media attended the meeting as part of efforts to develop future Emirati media leaders under the National Youth Agenda 2031.
Emirati media leaders
At the end of the meeting, Sheikh Ahmed met participants of DMI’s “Media Pioneer Programme – Emirati Photographer” and participants in the “Leaders Diploma Program” launched in partnership with IMI Media Academy and ILLAF Train UK. These initiatives aim to equip second- and third-tier national leaders with global-standard media capabilities.