Dubai has established a new committee to develop and coordinate the emirate’s media narrative across government, semi-government and private sector entities, in a move aimed at strengthening the consistency of its global messaging and reinforcing its international positioning.
HH Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, issued Council Decision No. (16) of 2026 establishing the Dubai Media Narrative Committee, which will define the strategic framework, priorities and core pillars of Dubai’s media narrative.
The committee will be chaired by Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, with Her Excellency Nehal Badri, Secretary General of the Dubai Media Council, serving as Vice Chairperson.
According to the decision, the committee will work to ensure consistent messaging across key sectors, strengthen coordination between public and private sector organisations, and reinforce Dubai’s position as a global model for future cities.
Sheikh Ahmed bin Mohammed said the establishment of the committee 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,” he said.
He added that Dubai’s creative and intellectual capabilities provide a strong foundation for developing a media narrative aligned with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai.
The committee comprises senior officials from key government entities, including Dubai Chambers, Digital Dubai, Dubai Future Foundation, the Dubai Department of Economy and Tourism (DET), the Dubai International Financial Centre (DIFC), The Executive Council of Dubai and other government representatives.
Mona Al Marri said rapid regional and global changes have increased the importance of developing a coordinated media narrative capable of effectively communicating Dubai’s achievements and ambitions to international 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.
“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.”
Under its mandate, the committee will propose policies, priorities and implementation plans for Dubai’s media narrative, submit recommendations to the Dubai Media Council, and oversee their execution in coordination with relevant entities.
It will also develop mechanisms to coordinate media efforts across government, semi-government and private sector organisations, guide official engagement on international media platforms, and establish key performance indicators to measure the effectiveness of Dubai’s communications strategy.
In addition, the committee will prepare analytical reports on media performance, monitor local and international media trends, assess emerging opportunities and challenges, and recommend improvements to strengthen Dubai’s media positioning.
The committee will also support efforts to counter misinformation through fact-based, transparent communication while providing technical advice on media-related matters when requested by the Dubai Media Council or other relevant authorities.
The General Secretariat of the Dubai Media Council will provide administrative and technical support, while all government entities and relevant organisations in Dubai will be required to cooperate by supplying the information, data and reports needed for the committee to carry out its responsibilities.