Ahmed bin Mohammed Calls for Doubling Media Sector’s GDP Contribution by 2033
DUBAI H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, chaired a meeting to review key performance indicators for Dubai’s media sector, current initiatives, strategic targets, and Dubai Media Incorporated’s digital transformation. The discussions addressed the alignment of the media sector with Dubai’s broader development agenda under the leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai.
H.H. Sheikh Ahmed stated that media is an essential sector with the capacity to double its contribution to Dubai’s economic development. He noted that the sector is equipped to support the objectives of the Dubai Economic Agenda D33 and highlighted the importance of enhancing collaboration between public and private sector entities. He added that the government remains committed to supporting media institutions and companies through clear governance and operational frameworks to help create opportunities for growth.
He directed the Council to work toward increasing the media sector’s contribution to Dubai’s GDP from 1.4 percent to 3 percent by 2033. He said the upcoming phase requires sustained efforts to encourage innovation in media initiatives and projects, invest in young national talent, and cultivate an environment that allows the creation of high-quality content that reflects Dubai’s position.
He emphasised the need to accelerate the digital transformation of Dubai’s media landscape. He said that within the digital sphere, media plays an important role in enhancing community awareness, supporting Dubai’s future plans, and reinforcing its global presence. He added that this requires developing tools and solutions that keep pace with global technological advancements and address audience expectations within and outside the UAE.
During the meeting, H.H. Sheikh Ahmed reviewed performance indicators for the media sector through 2033, noting the progress achieved. These indicators cover the sector’s GDP contribution, growth of media exports, the formation of the new film and gaming committees, and goals related to attracting foreign investment.
The indicators also address increasing local content production, supporting private media companies, expanding incentives for talent, strengthening strategic communication to enhance Dubai’s digital influence, and widening the audience for content produced by the Government of Dubai Media Office to achieve broader regional and international reach.
Expanded Regulatory Role and Talent Development
Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, highlighted the positive outcomes of transferring regulatory oversight of Dubai’s media sector to the Council under Law No. (29) of 2024. She said the law broadened the Council’s authority, enabling more effective implementation of media development plans aligned with global trends.
She explained that as the primary regulatory body issuing permits and licences while ensuring alignment with Emirati culture and values, the Council reinforces Dubai’s standing as a centre for media creativity and a destination for talent by providing clear professional and regulatory frameworks.
Nehal Badri, Secretary General of the Dubai Media Council, said that in 2025 the Council expanded its international engagement by collaborating with leading global academic institutions to shape forward-looking media policies and prepare upcoming talent. She noted that the Council launched the first Dubai Film and Games Forum within the Arab Media Summit 2025 and established both the Dubai Film Development Committee and the Dubai Gaming Committee.
She said the Council also enhanced talent development through initiatives such as the Media Leadership Programme, the Media Knowledge Exchange Programme, and the Emirati Media Talent Pledge, while continuing to provide training for Emirati media professionals and strengthening cooperation with regional and international media organisations.
Digital Strategy and Youth Engagement
During the meeting, H.H. Sheikh Ahmed approved Dubai Media Incorporated’s integrated digital strategy and reviewed progress on its digital transformation efforts, including the “Awaan” platform for television content and plans to expand its audience locally, regionally, and internationally.
DMI presented the strategy’s pillars, which include advanced content, original productions, partnerships with technology companies, and insights derived from global market analysis. The strategy aims to reinforce Dubai Media’s digital identity through Emirati content with international relevance, youth-oriented storytelling, and emerging formats such as podcasts.
Members of DMI’s Youth Council for Dubai Media attended the meeting as part of an initiative to support the development of emerging Emirati media leaders. Launched in October 2025, the Council seeks to develop specialised national role models and advance the National Youth Agenda 2031.
At the conclusion of the meeting, H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum met participants of DMI’s Media Pioneer Programme – Emirati Photographer, which focuses on training and empowering new media professionals based on global best practices.
He also met participants of the Leaders Diploma Program, launched by DMI in partnership with the IMI Media Academy and academically partnered with ILLAF Train UK. The programme aims to enhance the skills of second- and third-tier national leaders within the organisation.
The meeting was attended by Council members Malek Al Malek, Hala Badri, Aisha Miran, Mohammed Al Mulla, Younus Al Nasser, Issam Kazim, Abdulla Humaid Belhoul, Khalfan Juma Belhoul, Mohammed Ali Lootah, and Rashid Al Marri as rapporteur.
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