Dubai Press Club and DET Launch New Phase of Content Creators Programme Focused on Tourism and Economy

The Dubai Press Club (DPC), in partnership with the Dubai Department of Economy and Tourism (DET), has initiated a new phase of its ‘Dubai Content Creators Programme’. This initiative aims to equip content creators with advanced skills in digital storytelling, focusing specifically on promoting Dubai’s standing as a leading global hub for business and tourism.

Programme Focus and Objectives

This new phase builds on Dubai’s continuous efforts to diversify its economy and enhance its visitor experiences. The programme will develop participants’ practical skills in creating compelling tourism and economic content, deepen their understanding of these vital sectors, and provide insights into the vision that drives Dubai’s innovation and economic growth. According to Maryam Al Mulla, Director of the DPC, the programme reflects ongoing efforts to empower content creators with the tools to produce specialised digital content that accurately represents Dubai’s global position.

Training and Curriculum

The two-week programme encompasses 40 hours of training, delivered in collaboration with prominent regional and international digital platforms, media organisations, and academic institutions. The curriculum covers a comprehensive range of topics:

• Storytelling and creative writing
• Filming, lighting, and editing
• Graphic design and use of artificial intelligence in content creation
• Digital publishing strategies
• Audience engagement and data analytics

An opening day session explored Dubai’s vision for innovation, economic diversification, and tourism. A specialised workshop titled ‘Tourism Promotion Guide: Standards, Ethics and Responsibility’, delivered by the Dubai College of Tourism (part of DET), also guided participants on responsible and culturally aware promotion of the emirate.

Strategic Importance

Aida Al Busaidy, Vice President of Consumer Advocacy and Social at the DET, emphasised that investing in digital content creation is crucial for enhancing Dubai’s competitiveness and reinforcing its reputation as a premier destination for business, tourism, and investment. The DET has collaborated with content creators for over a decade as part of its global destination marketing strategy, which spans more than 80 countries. This programme aligns with the goals of the Dubai Economic Agenda, D33, by fostering the creative economy and ensuring authentic communication of Dubai’s narrative through diverse experiences and communities.