The Dubai Press Club (DPC), in collaboration with the Dubai Culture and Arts Authority (Dubai Culture), has concluded the third phase of the Dubai Content Creators Programme, designed to strengthen participants’ expertise in digital cultural storytelling and equip them with advanced tools for creating high-quality content inspired by Dubai’s identity and creative landscape.
Running from June 8 to 19, the initiative brought together content creators and individuals interested in the cultural and creative sectors for an intensive training programme. Throughout the two-week experience, participants engaged in practical workshops, interactive sessions, and hands-on exercises to develop ideas and enhance digital communication skills.
Consequently, the programme focused on helping creators produce meaningful cultural narratives that could reach audiences across multiple digital platforms. Furthermore, the initiative reflects Dubai’s broader commitment to nurturing talent within the creative economy.
Maryam Al Mulla, Director of the Dubai Press Club, said the programme demonstrates the organisation’s dedication to supporting emerging media and creative professionals.
“We sought to provide a practical learning experience that enables participants to better understand the unique nature of cultural content and transform local stories and elements linked to Dubai’s identity into compelling digital content that reflects the richness of the emirate’s cultural landscape and reaches audiences through innovative and contemporary formats,” she said.
Meanwhile, Wedad Kahoor, Section Head of Media Talent Development at the Dubai Press Club, noted that the programme combined theoretical frameworks with practical application across every stage of content creation.
Kahoor explained that the workshops addressed evolving industry demands by covering content production, photography, editing, artificial intelligence tools, and contemporary approaches to cultural storytelling.
Workshops: Explore Photography, Artificial Intelligence,e and Heritage Narratives
During the second week, participants attended a series of specialised sessions that expanded on concepts introduced earlier in the programme. Accordingly, the Creative Content Production workshop examined advanced photography and videography techniques for documenting Dubai’s cultural spaces, heritage sites, and artistic venues.
In addition, a practical session on digital content creation tools provided hands-on training in lighting, sound recording, and editing. Participants also explored professional cameras, audio enhancement techniques, and the use of artificial intelligence in post-production workflows.
The programme further included a session titled Cultural Content in a Contemporary Style, which examined successful examples of digital storytelling and explored strategies for audience engagement and digital influence.
Another session, Digital Cultural Storytelling: Transforming Heritage into Impactful Content, focused on identifying stories rooted in Emirati society and adapting them into engaging narratives suited to contemporary audiences. Emirati director Mohammed Saeed Harib led the session.
Additional workshops addressed on-camera communication and personal presentation. Consequently, the session The Camera Never Lies aimed to strengthen participants’ confidence and enhance their ability to deliver compelling visual content.
The third phase concluded with Transforming Culture into Impactful Digital Content, a workshop that explored methods for converting local cultural elements into creative digital narratives while preserving identity and values.
Programme Expands Dubai’s Investment in the Creative Economy
The cultural track builds on earlier editions of the Dubai Content Creators Programme, which focused on economic, health, and scientific content in partnership with government entities and strategic collaborators.
Therefore, the latest phase reinforces the role of cultural storytelling within Dubai’s evolving media ecosystem. Moreover, the programme highlights the increasing importance of specialised digital content as creative industries continue to expand.
By combining practical training with contemporary storytelling techniques, the initiative aims to cultivate a new generation of creators capable of producing responsible and impactful content that reflects the diversity and cultural richness of Dubai.