Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, has issued a decision establishing the Dubai Media Narrative Committee, a new body tasked with defining the strategic framework and core pillars of how Dubai presents itself to the world.
The committee is chaired by Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council. Its membership spans some of the emirate’s most prominent institutional leaders, including the chief executives of Dubai Chambers, Dubai Future Foundation, the DIFC Authority, and the Dubai Corporation for Tourism and Commerce Marketing, as well as the heads of Dubai Data and Statistics and the Executive Council’s government communications function.
Its mandate covers several areas: proposing messaging policies and narrative priorities, coordinating media activity across government, semi-government, and private sector entities, guiding official engagement on international platforms, and countering misinformation through transparent communication.
The committee will also develop performance indicators, produce analytical reports on local and global media trends, and submit recommendations to the Dubai Media Council for approval and implementation.
“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. 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. 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,” Sheikh Ahmed said in a statement.
“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. 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. This requires an integrated framework based on clear messaging, coordinated efforts, complementary roles, rapid responsiveness, and the use of facts and figures, while maintaining credibility and transparency. The ability to develop an influential media narrative has become a strategic imperative. Those capable of shaping their story and communicating it creatively and authentically, while sustaining its impact, are better positioned to build trust and strengthen their influence. The future will belong to those who can articulate their story clearly, connect it to shared human values, and transform it into an inspiring narrative that safeguards achievements and helps turn ambitions into accomplishments. The Committee will work to develop a highly effective media narrative through clear organisational frameworks and coordinated efforts that ensure a positive impact,” Al Marri added
All government entities and relevant organisations in Dubai are required under the decision to cooperate fully with the committee and provide data, statistics, and documentation as needed.
The General Secretariat of the Dubai Media Council will provide administrative and technical support.
