Dubai trains creators for cultural storytelling

Dubai has launched a new phase of its Content Creators Programme to train emerging talent in cultural storytelling, digital production and responsible online communication, placing the initiative at the centre of the emirate’s push to expand its creative economy.

The programme, led by Dubai Press Club in partnership with Dubai Culture and Arts Authority, focuses on helping creators produce cultural and creative content that reflects Dubai’s identity, heritage, values and changing urban story. Registration opened ahead of the training schedule, with the latest phase running from 8 to 19 June and offering 40 hours of specialised workshops and interactive sessions.

Participants will receive practical instruction across digital platforms, visual storytelling, audience engagement, content planning, creative writing, multimedia production and AI-assisted content tools. The training is designed to combine newsroom-style discipline with the fast-moving demands of social media, where creators are under pressure to produce material that is both engaging and accurate.

Mona Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council and President of Dubai Press Club, said the programme is intended to identify and develop talent capable of producing content that reflects Dubai’s identity and evolving stories. She said it aims to equip a new generation of creators with the tools needed to produce “impactful and responsible cultural content” that supports Dubai’s ambitions and enriches its cultural landscape.

The cultural focus marks the third phase of the wider Dubai Content Creators Programme. Earlier phases dealt with economic content, in collaboration with the UAE Ministry of Economy, and health and science communication, in partnership with Dubai Health. The shift towards culture gives the programme a broader public-facing role at a time when cities are competing to shape their image through digital narratives, creator networks and cultural diplomacy.

Hala Badri, Director General of Dubai Culture and Arts Authority, said the cultural pillar would help creative talent produce narratives that capture Dubai’s history, heritage and achievements through contemporary formats. She described content creation as a core part of the creative economy and a key element in building a knowledge- and innovation-based future.

The initiative sits within Dubai’s wider strategy to build a global creative economy hub. The emirate has sought to increase the contribution of creative industries to gross domestic product, attract talent and investors, and expand the number of creative companies and professionals operating from the city. Cultural and creative industries worldwide have become a major employment and growth driver, with governments increasingly treating media, design, entertainment, gaming, film, digital content and heritage as economic sectors rather than soft-power accessories.

Dubai’s programme is also responding to a practical skills gap. Many creators have built audiences quickly on platforms such as TikTok, Instagram, YouTube and Snapchat, but professional content production increasingly requires research discipline, copyright awareness, brand safety, platform analytics, AI literacy and cultural sensitivity. The training is expected to help participants move beyond casual posting towards structured content development that can serve audiences, public institutions and commercial partners.

Maryam Al Mulla, Director of Dubai Press Club, said the third phase represents a new milestone in efforts to strengthen the capabilities of content creators and give them practical tools to produce specialised material that keeps pace with the changing digital media landscape. The programme includes hands-on training in cultural and creative digital content, with emphasis on presenting Dubai’s cultural scene in an engaging and credible manner.

Eligibility criteria underline the programme’s focus on young professionals and emerging creators. Applicants are expected to be between 20 and 35 years old, reside in the UAE, have proficiency in Arabic and English, show basic familiarity with social media and digital platforms, and commit to attending in-person practical workshops. Required documents include a personal photograph, passport or UAE ID copy, residency permit for non-UAE nationals, and curriculum vitae.

The content modules cover storytelling and creative writing, audience engagement, multimedia production, creative content development, and research and analysis. This structure points to a training model that treats creators not just as performers or influencers, but as communicators who must understand audiences, verify information, build narratives and use technology effectively.