Dubai launches new content creators programme

Dubai Press Club (DPC), in collaboration with the Dubai Department of Economy and Tourism (DET), has launched a new phase of its Dubai Content Creators Programme focused on tourism and the economy.
The two-week programme comprises 40 hours of training designed to strengthen participants’ skills in storytelling, filming, editing and digital publishing, while deepening their understanding of Dubai’s tourism and economic sectors.
Maryam Al Mulla, director of Dubai Press Club, said the initiative would equip content creators with practical tools to produce specialised digital content reflecting Dubai’s position as a global economic hub and tourism destination.
“Dubai has an inspiring story to tell, shaped by its journey towards building a diversified economy and a world-class tourism sector,” she said, adding that creators could help communicate this story through innovative and credible storytelling.
Aida Al Busaidy, vice president of consumer advocacy and social at DET, said investment in digital content creation was integral to strengthening Dubai’s competitiveness as a destination for business, tourism and investment.
She said DET had worked with content creators for more than a decade as part of its destination marketing strategy, supported by a global network active in more than 80 countries.
The partnership with DPC reflects the role of creators in shaping perceptions of destinations and communicating Dubai’s experiences to international audiences, Al Busaidy said. She added that developing their capabilities also supported the creative economy in line with the goals of the Dubai Economic Agenda, D33.
The programme covers the stages of digital content production, from creative writing and storytelling to filming, lighting, editing and graphic design. Participants will also learn how to use artificial intelligence to enhance content, alongside digital publishing strategies, audience engagement and data analytics.
The opening day featured a session on Dubai’s development as a centre for innovation and economic and tourism diversification. Discussions examined the emirate’s shift towards an economy driven by creativity, tourism and innovation, as well as strategies for developing tourism and cultural experiences that attract millions of visitors annually.
Participants also explored how digital transformation and artificial intelligence could support destination marketing and help communicate the identity of cities.
A specialised workshop, “Tourism Promotion Guide: Standards, Ethics and Responsibility”, was delivered by Dubai College of Tourism, part of DET. It covered guidelines for promoting Dubai, including destination identity, responsible engagement with attractions and landmarks, and the presentation of the emirate’s culture and diversity.
The workshop also addressed professional conduct at tourism destinations, ethical engagement with visitors and tourism establishments, respect for cultural diversity, and disclosure requirements for tourism-related partnerships and sponsorships.