Since its launch in 2016, Expat Media has become a household name among the expatriate community in the UAE. With a mission to amplify expat stories and provide relevant, high-quality news, this media platform has carved a unique niche in a highly competitive landscape.
Led by two pioneering journalists, Ma Felicidad De los Santos and Florence Pia Yu, Expat Media combines digital innovation, journalistic excellence, and a deep understanding of its audience to deliver content that truly resonates. From exclusive interviews with UAE leaders to community-driven initiatives during the pandemic, their work goes far beyond just news reporting.
In this exclusive interview, we take you behind the scenes of Expat Media to discover the vision, challenges, and future plans of this dynamic platform that averages 1.7 million unique monthly visitors. Find out how they navigate the fast-paced world of digital journalism, connect with their audience, and what it takes to remain the trusted voice for expats in the UAE.
General Questions about Expat Media
1. How and when was Expat Media founded?
Expat Media was launched in 2016 by owner, CEO and Executive Editor Ma Felicidad De los Santos, a multi-award-winning journalist based in Dubai. It started as a platform to tell expat stories in the UAE. Today, it operates through its online division, expatmedia.net, and its print magazine, Expat Media Special Edition, which is distributed across the UAE. It also has an events/talent management division and corporate content division under the Expat Media Group.
Over the past eight years, Expat Media has earned accolades for its work, including:
- Outstanding Media Service by Sharjah Labor Standards & Development Authority
- Best Media Partner by the Philippine Business Council Dubai/Department of Trade and Industry
- Outstanding Media Partner by the Filipino Social Club Dubai/Philippine Embassy
- Best Journalism by Dubai Government
- Best in Photography by Dubai Festivals and Retail Establishment
- Best Corporate Social Responsibility Event of the Year by the Ministry of Human Resources and Emiratisation
- Innovator in Digital Media Content at the Global Filipino Icon Awards
2. What was the original vision behind expatmedia.net?
The vision was simple: to shine a spotlight on expat stories and provide valuable, relevant news to UAE residents.
3. What makes Expat Media unique?
Expat Media stands out for its focus on expat-centric news, features, and guides—stories often overlooked by other media platforms. Licensed by the UAE’s National Media Council, Expat Media is spearheaded by two pioneering journalists with extensive accomplishments in the media industry:
- Ma Felicidad De los Santos, CEO and Executive Editor: With over two decades of experience, Ma Felicidad began her career at Gulf News, where she rose to prominence as the top editor of its online magazines. She is a recipient of multiple prestigious awards, including the Journalism Award by Sheikh Majid Bin Mohammad Bin Rashid Al Maktoum (2013) and the Best in Photojournalism Award (2012). In 2022, she was recognized as a Global Filipino Icon for her contributions to journalism and entrepreneurship, and in 2024, she was named among the Top 100 Entrepreneurs. Her leadership has transformed Expat Media into a trusted source of news and a champion of expat stories in the UAE.
- Florence Pia Yu, COO and Editor-in-Chief: Florence is a trailblazer in UAE’s online journalism scene. She was one of the first online news editors in the country, credited with relaunching gulfnews.com as a dynamic and engaging news platform from 2005 to 2018. Her efforts turned the site into a leading digital resource for UAE news, setting the gold standard for online journalism. Florence has been honored twice with the Journalism Award by Sheikh Majid Bin Mohammad Bin Rashid Al Maktoum (2012 and 2013). In addition to her editorial achievements, Florence is celebrated as the longest-serving Filipino journalist in Dubai and continues to mentor aspiring journalists, driving innovation and integrity in the media industry.
4. Who is your primary audience, and how do you connect with them?
Our audience is primarily UAE expats, whom we reach through our website, social media channels, and live event coverage.
Content and Strategy
1. How do you select topics to cover?
We prioritize topics relevant to UAE expats, ensuring they receive well-researched, factual, and engaging content.
2. Do you have dedicated reporters?
Yes, we have a skilled editorial team based in the UAE and Asia. We also collaborate with PR agents and government agencies to produce high-quality content.
3. What challenges do you face in content creation?
Our biggest challenge is time constraints, particularly when juggling exclusive stories and media partnerships. Another hurdle is when our exclusive content is copied by others without proper credit.
4. Are there any campaigns or articles you’re especially proud of?
We’ve got tons of exclusive interviews and coverage to be proud of, but some standout moments include:
- Exclusive interviews with Sheikha Jawaher bint Abdulla Al Qasimi and Kris Fade, who shared their first personal sit-down interviews with us.
- Expo 2020 coverage, where our content gained attention from the Philippine Department of Trade and Industry, who sought our help to amplify the Philippine pavilion’s media coverage.
- Community connections, when we stepped in to provide food packs to struggling expats during the pandemic and helped a cancer-stricken Filipina get financial and medical support through our platform.
Statistics and Audience Insights
1. How many people are part of the Expat Media team?
We have a compact but dynamic team of under 20 members in our editorial team.
2. How many visitors does your website receive monthly?
We average 1.7 million unique views per month.
3. Where are most of your visitors from?
Our audience is primarily based in the UAE, followed by GCC countries, Asia, and regions in the US and Europe.
Social Media and Future Plans
1. How important is social media to Expat Media?
Social media gives us another avenue to connect directly with readers. While Facebook is our primary platform, we’re also active on Instagram and TikTok.
2. Where do you see Expat Media in five years?
We aim to expand sustainably by establishing bureaus across the Middle East and other parts of Asia.
3. How do you plan to keep serving your audience?
By delivering more relevant and engaging content across all platforms.
Personal Touch
1. What inspires you about your work?
Expat Media is a 100% expat-owned news media company in the UAE. It’s deeply rewarding to serve the community through our stories and initiatives.
2. Any tips for new expats in the UAE?
Be open-minded and respectful of other cultures. Explore new places and cuisines—it’s the best way to connect and embrace the diversity around you!
A Special Thank You to Expat Media
We would like to extend our heartfelt thanks to Ma Felicidad De los Santos, Florence Pia Yu, and the entire Expat Media team for taking the time to share their inspiring journey and insights with us.
Expat Media has undoubtedly made a significant impact on the expat community in the UAE, and we are excited to see how their platform continues to grow and evolve.
For more exclusive stories, news, and updates, visit Expat Media.
We wish the team at Expat Media continued success and look forward to seeing more amazing work from them in the future!
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