Emirates Airline veteran Boutros Boutros will headline the session, organized alongside the Department of Economy and Tourism to train regional creators.
DUBAI, Oct 19 : The Dubai Press Club will convene regional digital storytellers and marketing executives on Monday for an industry session focused on leveraging high-impact creative content to promote international travel destinations.
The masterclass, titled “Elevate Your Content: The Craft of International Destination Marketing,” takes place at the Dubai Press Club headquarters in One Central, Dubai World Trade Centre. Organized under the umbrella of the Dubai Content Creators Programme, the initiative is run in strategic partnership with the Dubai Department of Economy and Tourism (DET).
Boutros Boutros, Executive Vice President of Corporate Communications, Marketing and Brand at Emirates Airline, will lead the keynote discussion. With decades spent steering the global advertising presence of the world’s largest international carrier, Boutros is slated to dissect how cross-border storytelling influences consumer travel decisions and shapes long-term brand equity for major cities.
Rebecca McLaughlin-Eastham, broadcast anchor and Head of English News at Dubai Media Incorporated (DMI), will moderate the interactive conversation.
The curriculum targets practical mechanics: constructing compelling video and digital narratives, aligning independent creator output with municipal tourism agendas, and deploying data-informed distribution strategies across competitive global markets. Attendees will examine real-world case studies demonstrating how targeted digital campaigns elevate regional attractions into international travel hubs.
The event forms part of Dubai’s broader push to institutionalize creator-driven media and solidify its standing as an incubator for creative talent. Through specialized workshops and public masterclasses, the Dubai Content Creators Programme pairs local content producers with seasoned brand leaders to enhance the caliber of commercial and editorial storytelling emerging from the United Arab Emirates.
Organizers confirmed the session is open to registered media professionals, creative agency staff, independent influencers, and brand strategists.
