New committee to unify Dubai’s key messages, strengthen strategic communications and reinforce the emirate’s global position
Dubai: His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, has issued Council Decision No. (16) of 2026 establishing the Dubai Media Narrative Committee.
Chaired by Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, the committee will be responsible for defining the overarching framework, strategic priorities and core pillars of the media narrative relating to Dubai and its public and private sector entities.
The committee’s mandate is aimed at strengthening the consistency, coherence and effectiveness of Dubai’s key messages across vital sectors, while reinforcing the emirate’s global position as an inspiring model for the cities of the future.
Sheikh Ahmed said Dubai continues to build on a journey that began decades ago under the vision and directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President amd Prime Minister of the UAE and Ruler of Dubai, to develop a strong and competitive media sector capable of communicating a compelling message that reflects the emirate’s remarkable progress across all sectors.
He said a strong media narrative has become a key pillar of Dubai’s development journey, shaping the reach of its message and strengthening its impact both locally and internationally.
“The establishment of a specialised committee to oversee Dubai’s media narrative marks a strategic step towards creating an integrated institutional framework that ensures consistency across key messages and enhances their impact,” Sheikh Ahmed said.
“A clear and unified media narrative provides a strategic point of reference grounded in facts, strengthens trust, and further enhances Dubai’s global standing as an inspiring city committed to shaping a future rich with opportunities for all.”
He added: “Dubai’s rich creative and intellectual assets provide a strong foundation for developing a media narrative inspired by our leadership’s vision and guided by clear and effective mechanisms.”
The committee comprises Nehal Badri, Secretary General of the Dubai Media Council, as Vice Chairperson; Mohammad Ali Rashed Lootah, President and Chief Executive Officer of Dubai Chambers; Younus Al Nasser, Chief Executive Officer of the Dubai Data and Statistics Establishment at Digital Dubai; Khalfan Belhoul, Chief Executive Officer of the Dubai Future Foundation; Issam Kazim, Chief Executive Officer of the Dubai Corporation for Tourism and Commerce Marketing at the Dubai Department of Economy and Tourism; Arif Amiri, Chief Executive Officer of the DIFC Authority; Sabah Salem Al Shamsi, Assistant Secretary General of The Executive Council of Dubai for Government Communication and General Secretariat Affairs; and Abdulla Humaid Belhoul.
Mona Al Marri said the profound transformations taking place across the region and the world underscore the need for a strong and coordinated media narrative capable of communicating Dubai’s message effectively to global audiences.
“In today’s world, a strong media narrative is a key driver of strategic influence and an essential tool for building awareness and shaping perceptions,” she said.
“Developing a coordinated media narrative has therefore become a major priority for cities seeking to strengthen their position on the global stage and contribute actively to shaping the future.”
She added that the ability to develop an influential media narrative has become a strategic imperative, noting that those capable of shaping and communicating their story creatively, authentically and consistently are better positioned to build trust and strengthen their influence.
Its responsibilities include proposing policies, plans and priorities related to Dubai’s media narrative, coordinating messaging across relevant entities, proposing mechanisms for media coordination, guiding official engagement across international media platforms, and developing key performance indicators to measure impact.
The committee will also prepare analytical reports to support decision-making, assess opportunities and challenges, monitor local and global media trends, and submit recommendations to the Dubai Media Council.
The General Secretariat of the Dubai Media Council will provide the administrative and technical support required for the committee’s work, while government entities and relevant organisations in Dubai will be required to cooperate and provide the information, data and studies necessary to support its mandate.
