Latifa Bint Mohammed Highlights Media's Role In Storytelling At Emirati Media Forum 2025

The 10th Emirati Media Forum (EMF) was held at the Museum of the Future, organised by the Dubai Press Club under the patronage of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum. The event gathered prominent media figures to discuss the UAE's media future and its role in shaping national narratives.

H.H. Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture and Arts Authority, delivered a keynote titled ‘Our True Story…Our Message to the World’. She emphasised that media's strength lies in storytelling that reflects human experiences and UAE values. "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?"

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Sheikha Latifa highlighted that true achievements are not just numbers or headlines but ideas that inspire change. "True achievements are not measured in numbers or headlines, but in the ideas that ignite change and the stories that inspire humanity. The media’s greatest role is to nurture these stories that plant hope, change perspectives, and chart the path to the future." She stressed that UAE’s story is about unity, innovation, and compassion.

Mona Ghanem Al Marri, Vice Chairperson of the Dubai Media Council, opened the event by noting how Emirati Media Forum has become a key platform for advancing national media. She stated that since its inception a decade ago, His Highness Sheikh Mohammed bin Rashid Al Maktoum has affirmed Emirati media as a vital partner in national development.

Sheikha Latifa also spoke on preserving cultural identity amidst misinformation. "Preserving our identity and values is one of the greatest challenges of our time. Our response must be to create and share our own stories, rooted in who we are, and in the positive impact we continue to make on the world." She urged media professionals to uphold truth and integrity.

The Forum featured discussions on emerging media sectors like film production and gaming. Sessions explored how UAE can strengthen its presence globally in these areas by identifying necessary enablers for future ambitions.

National Initiatives and Campaigns

Al Marri highlighted initiatives like ‘Zayed & Rashid’, returning for its second year from 3rd November to 2nd December 2025 under H.H. Sheikh Ahmed’s directives. Organised by Brand Dubai, it honours late leaders central to UAE’s formation.

An open dialogue session provided insights into UAE's media sector future with leading figures discussing regulatory frameworks needed for a competitive sector grounded in responsible freedom.

Building Bridges Through Media

Reflecting on Arab civilisation’s legacy, Sheikha Latifa noted contributions from Arab thinkers throughout history. "Our region has always been a cradle of knowledge and creativity. The media has a vital role in reminding the world of these contributions, safeguarding our cultural identity and building bridges of dialogue between people," she said.

The Forum remains crucial for local media institutions to exchange views on challenges while defining pathways for success. It aims to enhance competitiveness among national media bodies while supporting comprehensive development efforts.

In her closing remarks, Al Marri encouraged continued collaboration among media leaders to drive innovation and invest in emerging talent. This would help build an influential narrative showcasing UAE’s unique cultural model globally.

With inputs from WAM