Dubai Press Club (DPC) has launched a new phase of the Dubai Content Creators Programme, aimed at equipping creators with the skills to showcase the emirate as a leading global destination for business and tourism.
Run with the Dubai Department of Economy and Tourism (DET), the phase focuses on tourism and the economy and forms part of the club’s series of specialised training initiatives. It covers storytelling, filming, editing and digital publishing, reflecting the growing role of digital content in engaging audiences.
The two-week programme includes 40 hours of training delivered with regional and international digital platforms, media organisations and academic institutions. Participants will work through the full production cycle, from creative writing and lighting to graphic design, alongside AI tools, audience engagement and data analytics.
Maryam Al Mulla, Director of the Dubai Press Club, said content creators are key partners in sharing Dubai’s story “through innovative and credible storytelling.”
Aida Al Busaidy, Vice President, Consumer Advocacy and Social at DET, described creators as a vital part of the department’s 360-degree marketing approach. She said DET has worked with creators for more than a decade, supported by a global network active across more than 80 countries, and that investing in their skills supports the goals of the Dubai Economic Agenda, D33.
The opening day featured a session on Dubai’s vision for innovation and economic and tourism diversification, including how digital transformation and AI can be used to promote destinations.
Dubai College of Tourism, part of DET, also led a workshop titled Tourism Promotion Guide: Standards, Ethics and Responsibility. It covered destination identity, responsible engagement with landmarks, respect for cultural diversity and disclosure requirements for tourism partnerships and sponsorships.
News Source: Emirates News Agency
