GDMO leverages a rapidly evolving digital media to align its strategy with the vision of Dubai’s leadership
The Government of Dubai Media Office (GDMO) has been playing a key role in raising Dubai’s profile as a dynamic city that’s constantly evolving. Moreover, with the rapid evolution of digital platforms and AI technology, the Dubai Media Council, which oversees the GDMO, has created regulatory frameworks for innovation in digital media.
Economy Middle East speaks to Her Excellency Mona Al Marri, director general of the Dubai Government Media Office, about how the GDMO has been at the forefront of shaping Dubai’s narrative even as it constantly evolves with the times.
She also highlights the role women have been playing in the UAE’s business landscape, and the importance of gender balance across leadership positions and key sectors.
Edited excerpts:
The Government of Dubai Media Office plays a key role in shaping the emirate’s communication strategy. What are some of the latest initiatives or projects that the Dubai Government Media Office has undertaken to enhance Dubai’s global positioning?
The Government of Dubai Media Office (GDMO) plays a key role in shaping Dubai’s narrative among local, regional and global audiences. As the global media landscape evolves, GDMO has adopted a multifaceted, strategic approach that integrates traditional and digital media, and strategic storytelling to reinforce Dubai’s status as a global hub for business, tourism, trade, and innovation.
A key milestone in this journey has been the expansion of the Dubai Media Council’s mandate, which now regulates media activities across the emirate, including free zones. This strategic shift is enhancing collaboration, fostering creativity, and ensuring Dubai remains at the forefront of global media excellence. The Government of Dubai Media Office, which operates under the Dubai Media Council, is a key player in delivering this mandate.
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Another significant initiative under our broader strategy is the Arab Media Summit 2025, set to take place from May 26 to 28 at the Dubai World Trade Centre. This event brings together the Arab Media Forum, the Arab Youth Media Forum, and the Arab Social Media Influencers Summit, creating the region’s largest platform for media thought leadership, dialogue, and knowledge exchange. With over 6,000 attendees, including policymakers, media executives, and digital content creators, the summit seeks to shape the future of media innovation in the Arab world.
Another important initiative is the Dubai Films & Games Commission, which has been established to support the emirate’s growing creative economy. By regulating and promoting the film and gaming industries, attracting global investments, and nurturing local talent, the commission aims to reinforce Dubai’s position as a leading destination for content creation and digital entertainment.
Complementing these efforts, Dubai continues to enhance its profile as a global destination through its strategy for cultural engagement and community-driven storytelling. Initiatives like #RamadanInDubai, a citywide campaign led by Brand Dubai in collaboration with government, semi-government, and private sector entities, are bringing this strategy to fruition. The campaign unites efforts to create an immersive cultural experience, celebrating Ramadan with light displays, heritage activations, and festive events across the city.
Media plays a crucial role in influencing investor perception and driving economic growth. How do you leverage media platforms to attract global investors and position Dubai as a preferred destination for business and innovation?
GDMO has developed a comprehensive communication strategy to raise the profile of Dubai as a dynamic, opportunity-driven city that is shaping a bright future. By leveraging traditional media, digital platforms, and thought-leadership events, we ensure that the message of Dubai’s value proposition reaches regional and global stakeholders.
Through Brand Dubai, we have successfully diversified the mediums of storytelling to connect the public and community with Dubai’s unique offerings. Brand Dubai’s creative urban experiences and public art projects are reinforcing the city’s status as a cultural and creative destination.
By positioning Dubai as a progressive, forward-thinking city, GDMO’s media initiatives continue to strengthen the emirate’s profile as a global destination for business, innovation, tourism and cultural experiences.
With the rapid evolution of digital platforms and AI technologies, how is Government of Dubai Media Office adapting to new trends in media and digital communication to ensure impactful storytelling and audience engagement?
The future of media is being shaped by AI, data analytics, and immersive digital experiences, and at GDMO, we are at the forefront of this transformation. The Dubai Media Council’s expanded role aims to create regulatory frameworks for innovation in digital media, allowing for better governance of content creation and distribution, and fostering a creative industry. As digital media continues to evolve, we are working to ensure that Dubai remains a leader in this sector. Under the umbrella of the Dubai Media Council, GDMO seeks to ensure that Dubai’s media ecosystem remains dynamic, future-ready, and globally influential, setting new standards for excellence and innovation.
As Dubai continues its journey toward becoming a global hub for business, technology, and tourism, how do you align your strategy with the leadership’s vision, and what are the key focus areas for the future?
GDMO’s strategy is strongly aligned with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, which prioritizes future-ready industries, digital transformation, and sustainable economic growth. This approach is reflected in Dubai’s media sector evolution, where the Dubai Media Council has been entrusted with a broader role in governing media activities across the emirate, creating an integrated and dynamic framework that fosters growth, innovation, and global competitiveness.
Dubai is not just adapting to change, it is shaping the future of media and communication. The establishment of the Dubai Films and Games Commission is part of a broader effort to position the emirate as a leader in content creation, gaming, and digital entertainment, attracting international investment while empowering local talent.
Beyond infrastructure and regulation, human capital remains at the heart of our strategy. Initiatives like the Dubai Content Creators Programme are designed to cultivate the next generation of media professionals, equipping them with the expertise to navigate a rapidly evolving digital landscape.
GDMO continues to work to amplify Dubai’s voice, ensuring that its achievements, ambitions, and innovations reach the audiences that matter most.
How do you see the evolving role of women in the UAE’s business landscape, and what initiatives are in place to further support female leadership?
From its inception, the UAE has long been committed to fostering gender balance, a vision that has driven policy, social transformation, and economic growth. Over the years, women have increasingly taken on leadership positions across government and key sectors. Today, their contributions are shaping the future of the UAE, making the country a leader in gender balance.
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The establishment of the UAE Gender Balance Council, where I serve as vice president, reflects the UAE’s commitment to gender equality. Under the leadership of Her Highness Sheikha Manal bint Mohammed bin Rashid Al Maktoum, the UAE Gender Balance Council has driven key reforms to ensure women play a key role in shaping the country’s future. The introduction of equal pay legislation, mandatory female representation on corporate and government boards, and gender-responsive budgeting across government entities have set new benchmarks for inclusion and economic participation. The UAE Gender Balance Index launched by the council tracks progress across government sectors, while the Gender Balance Guide, developed in collaboration with the OECD, provides a framework for empowering workplaces to ensure gender balance.
Thanks to progressive policies, 51 percent of university graduates in the UAE are women, and they make up 46 percent of STEM degree holders. Women today constitute 54.5 percent of the UAE’s workforce, hold 44 percent of public sector positions, and account for 64 percent of leadership roles. The UAE has 10 female ministers, representing around 26 percent of the cabinet, while women make up 50 percent of the Federal National Council (FNC), the country’s parliamentary body.
