Dubai: 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 organised the 10th edition of the Emirati Media Forum (EMF) at the Museum of the Future. During the event, H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority (Dubai Culture), delivered a keynote address titled 'Our True Story.Our Message to the World'.
According to Emirates News Agency, the one-day event brought together leading Emirati media figures, writers, editors-in-chief, content creators, and industry pioneers to discuss the future of the UAE's media and its role in shaping national stories. During her keynote address, H.H. Sheikha Latifa bint Mohammed emphasized that the true strength of media lies not merely in its ability to deliver news but in its power to craft stories that reveal the human experience and reflect the values on which the UAE was built.
H.H. Sheikha Latifa said, 'We take great pride in everything our nation has accomplished, guided by the vision and determined efforts of our leadership. Yet one of our greatest challenges today is communicating with the world through an inspiring, authentic and impactful narrative. How do we tell our story in a way that truly reflects who we are?' She further stressed that powerful storytelling is measured by resonance and how it moves hearts and shapes minds.
She underlined that the UAE's story is one of unity, innovation, and compassion-a story that must be told with honesty and courage. H.H. Sheikha Latifa noted that Dubai's name has become synonymous with ambition and possibility, and such global recognition brings a responsibility to present human-centred stories that go beyond stereotypes and highlight shared values.
Reflecting on the legacy of Arab civilisation, H.H. Sheikha Latifa highlighted the profound contributions of Arab thinkers, scientists, and artists throughout history, emphasizing the media's role in rekindling cultural pride and advancing understanding between nations. She also cautioned against the spread of misinformation and narratives that distort reality, calling on media professionals to safeguard truth and uphold integrity.
Mona Ghanem Al Marri, Vice Chairperson and Managing Director of the Dubai Media Council, and President of the Dubai Press Club, delivered the opening remarks at the event. She highlighted that, under the guidance and support of the UAE's leadership, the Emirati Media Forum has evolved into a leading platform for dialogue on advancing national media towards new frontiers of excellence.
Al Marri noted that the Forum coincides with the lead-up to the 'National Month', which brings together important national occasions that celebrate the UAE's story. She reaffirmed that Emirati media will remain a vital partner in narrating this journey and contributing to the nation's continued progress. Al Marri also highlighted the impact of the 'Zayed and Rashid' campaign, organized by Brand Dubai, as a powerful expression of the UAE community's enduring appreciation for the late Sheikh Zayed bin Sultan Al Nahyan and the late Sheikh Rashid bin Saeed Al Maktoum.
In her closing remarks, Al Marri called on media leaders and professionals to continue working together to drive development and innovation, invest in emerging talent and digital tools, and build an influential media narrative that showcases the UAE's unique cultural, developmental, and humanitarian model to the world.
The Forum explored emerging media domains showing strong global growth, including film production and gaming, through a series of panel discussions. A dedicated session examined how the UAE can strengthen its presence in these sectors, identifying the enablers required to support future media ambitions and contribute to Dubai's goal of becoming a global capital of the creative economy.
The Emirati Media Forum remains the most prominent gathering of the national media community, bringing together local media institutions to exchange perspectives on sector challenges and define practical pathways to sustain success and elevate the impact of national media. Now in its tenth edition, the Forum continues its mission to spotlight the evolving media landscape in the UAE.