Dubai is putting more structure behind the way it tells its story to the world.
A newly established Dubai Media Narrative Committee will oversee how the emirate communicates across government, semi-government and private sector organisations. The move signals that Dubai wants its global messaging to be more consistent. This change comes as it continues expanding its influence in business, tourism, technology and investment.
A New Framework for Dubai’s Global Story
The committee was created through a decision issued by His Highness Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council.
Its job goes well beyond media campaigns. The committee will develop the overall framework that guides how Dubai presents itself internationally. Thus, it ensures different sectors communicate with a shared vision rather than operating independently.
For a city competing on the global stage for investment, talent and innovation, a unified message has become almost as valuable as new infrastructure projects.
Mona Al Marri to Lead the Committee
The committee will be chaired by Her Excellency Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council.
Members include senior representatives from several of Dubai’s most influential organisations. This brings together expertise from tourism, finance, innovation, economic development and government communications. That broad mix reflects how closely media strategy now connects with economic growth rather than existing as a standalone communications function.
Coordinating Government and Private Sector Messaging
One of the committee’s biggest responsibilities is making sure public institutions and private organisations communicate in a coordinated way.
Its mandate includes proposing media policies, recommending strategic priorities and building mechanisms that improve cooperation between government, semi-government and private entities. The aim is to reduce fragmented messaging. At the same time, the goal is to make Dubai’s communications more effective across international media channels and digital platforms.
The committee will also guide official engagement with international media and global events where Dubai’s reputation and investment ambitions are on display.
Measuring Impact Instead of Guessing
The committee is also expected to introduce performance indicators to measure whether Dubai’s messaging is actually achieving results.
Analytical reports will examine local and international media trends, identify opportunities and challenges, and provide recommendations to the Dubai Media Council. Rather than relying only on publicity, the approach places greater emphasis on measurable outcomes. In addition, it emphasizes evidence-based communication strategies.
Supporting Dubai’s Long-Term Economic Vision
Dubai has spent decades building itself into a global centre for finance, tourism, logistics, innovation and entrepreneurship. Communicating that progress consistently has become increasingly important as cities compete internationally for investors and skilled professionals.
According to Sheikh Ahmed, the initiative builds on the long-term vision established by His Highness Sheikh Mohammed bin Rashid Al Maktoum. It helps ensure Dubai’s achievements are communicated with greater clarity while supporting the emirate’s position as a model for future cities.
The committee represents another step in treating strategic communication as part of economic development rather than simply public relations.
