The Dubai Press Club hosted the 10th Emirati Media Forum at the Museum of the Future, featuring a keynote by H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum
Under the patronage of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, Second Deputy Ruler of Dubai and Chairman of the Dubai Media Council, the Dubai Press Club (DPC) organised the 10th edition of the Emirati Media Forum (EMF) at the Museum of the Future, reaffirming Dubai’s role as a regional hub for media innovation and dialogue.
The one-day event brought together leading Emirati media figures, writers, editors-in-chief, content creators, and industry pioneers to explore the evolving landscape of national media and its role in narrating the UAE’s story to the world.
Delivering the Forum’s keynote address titled “Our True Story… Our Message to the World”, H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority (Dubai Culture), underscored the importance of storytelling as a force for connection, understanding, and national identity.
“We take great pride in everything our nation has accomplished, guided by the vision and determined efforts of our leadership,” said H.H. Sheikha Latifa. “Yet one of our greatest challenges today is communicating with the world through an inspiring, authentic and impactful narrative — one that truly reflects who we are.”
She noted that the strength of media lies in its ability not only to inform, but to shape hearts and minds.
“True achievements are not measured in numbers or headlines, but in the ideas that ignite change and the stories that inspire humanity. The media’s greatest role is to nurture these stories that plant hope, change perspectives, and chart the path to the future.”
Sheikha Latifa highlighted that the UAE’s story is one of unity, innovation, and compassion, urging media professionals to communicate this narrative with authenticity, courage, and integrity. She also called for renewed appreciation of the Arab world’s legacy of knowledge and creativity, and the media’s role in preserving and celebrating cultural identity while building bridges of understanding between nations.
She cautioned against misinformation and urged journalists and creators to uphold truth and transparency:
“Preserving our identity and values is one of the greatest challenges of our time. Our response must be to create and share our own stories, rooted in who we are, and in the positive impact we continue to make on the world.”
A Platform for Dialogue and National Media Development
Opening the Forum, Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and President of the Dubai Press Club, highlighted the pivotal role Emirati media plays in shaping national consciousness and global perception.
She noted that under the guidance of H.H. Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, Emirati media has evolved into a strategic partner in the UAE’s development journey.
“The Emirati Media Forum has, over the past decade, become a leading platform for dialogue and collaboration that strengthens the national media’s contribution to our country’s story,” Al Marri said.
Al Marri also announced the return of the ‘Zayed & Rashid’ campaign, organised by Brand Dubai, the creative arm of the Government of Dubai Media Office, running from 3 November to 2 December 2025. The campaign celebrates the enduring legacy of the UAE’s Founding Leaders, the late Sheikh Zayed bin Sultan Al Nahyan and the late Sheikh Rashid bin Saeed Al Maktoum.
She emphasised that when media institutions unite behind national initiatives, they demonstrate the UAE’s deep commitment to its values and identity.
The Forum’s agenda included panel discussions on emerging media domains such as film production and gaming, as well as sessions addressing media regulation, talent development, and innovation in storytelling. These sessions explored how the UAE can strengthen its global media presence and support Dubai’s vision of becoming a global capital of the creative economy.
Now marking its 10th edition, the Emirati Media Forum continues to serve as a platform for thought leadership, collaboration, and innovation — reinforcing the UAE’s media sector as a powerful voice for progress, creativity, and national pride.
