October 22, 2026

‘Dubai Content Creators Programme’ explores new approaches to tourism marketing and digital content creation

The ‘Dubai Content Creators Programme’, organised by the Dubai Press Club (DPC) in collaboration with the Dubai Department of Economy and Tourism (DET), continued its second week with a series of specialised sessions and workshops focused on global destination marketing, travel content creation and understanding audience behaviour across digital platforms.

The sessions built on the programme’s objectives of equipping participants with practical skills in storytelling, visual content production and understanding digital audiences. The training aims to support the production of high-quality tourism and economic content that showcases Dubai’s position as a leading global destination for tourism and business while keeping pace with the evolving demands of digital platforms.

The programme featured a session titled ‘Elevate Your Content…The Craft of International Destination Marketing’, delivered by Boutros Boutros, Executive Vice President, Corporate Communications, Marketing and Brand, Emirates Group. The session highlighted Emirates’ global expertise in destination branding and promoting Dubai as an international tourism destination. It explored how travel and hospitality experiences can be transformed into compelling stories, the role of content in strengthening Dubai’s connection with global audiences, and the criteria for collaboration between national airlines and content creators.

A workshop titled ‘Tourist Vlogging: How to Tell the Story of a City Through Video’, delivered by YouTube, focused on developing participants’ skills in turning sightseeing tours and on-location coverage into engaging visual stories. The workshop covered content planning, story structure and integrating voiceovers with footage, alongside techniques for producing travel videos that capture the experience of visiting a destination and reflect its distinctive character.

In a workshop titled ‘Reels: Tools for Creating Instagram Trends’, participants explored how Instagram Reels algorithms work and the tools available for producing short-form videos. The session covered ways to use digital trends, audio effects and creative templates to create engaging tourism content tailored to audience interests and preferences.

The programme will continue in its second week with further practical workshops focused on the use of artificial intelligence in creative production and the latest digital content creation tools. The training aims to strengthen participants’ ability to apply innovative storytelling techniques to showcase Dubai’s tourism and economic achievements, highlighting the emirate’s diverse attractions and experiences through high-quality digital content that reaches global audiences.