Surendar Balakrishnan’s latest novel, Viktory, follows a cricketing prodigy’s journey to becoming a top-flight athlete. Its inspiration traces back to his college days as an amateur cricketer in Chennai, India, where a preteen bowler decimated their batting lineup.

“It was marvellous to watch him bowl so masterfully, despite our loss,” he recalls. “That became the dominant imagery of the book.”

While the idea took shape in India, the novel’s depth was shaped by Balakrishnan’s time in the UAE, where he covered international cricket as a journalist. “The book is populated with characters of diverse nationalities, and the UAE—with its rich multicultural mix—contributed significantly to that diversity.”

Despite being the co-founder and editorial director of a Dubai-based B2B magazine publisher, Balakrishnan turned to UK-based Olympia Publishers to release the novel. “I did explore publishing options in the UAE,” he shares, “but couldn’t find the right support at the time—though perhaps the landscape has changed.”

Balakrishnan is among a growing number of writers based in the UAE who face limited publication pathways. Nevertheless, he is also quick to acknowledge the evolving ecosystem. 

It’s a transformation Madhavan Menon has witnessed firsthand.

With 32 years of experience in the industry, Menon started as a bookstore sales manager before founding Arif Book Distribution LLC and then Gulf Book Services in the UK and UAE, which focused on amplifying Gulf-based authors internationally. “There is growing demand for books written by UAE-based authors,” he says. “With residents from so many countries, the literary scene reflects a wide array of themes and voices.”

GROWING APPETITE 

Kira Jean, founder of The Dreamwork Collective, a Dubai-based independent publishing house, echoes that demand.“Readers are increasingly seeking stories that reflect their realities—stories that speak to their identities, struggles, and dreams,” she says, adding that there is a growing engagement with books that feel relevant to the region, especially among younger audiences.

Emirati and resident authors are gaining more media traction, with invitations to international festivals and placements on regional bestseller lists. “We’re seeing a growing pride in supporting homegrown talent,” adds Jean, noting that grassroots book clubs and community-driven initiatives are helping translate that pride into commercial success.

The world is also tuning in. Jean notes increasing global interest in diverse voices from the Gulf, especially from readers seeking narratives beyond stereotypical portrayals in Western media. “We’re also attracting top literary talent internationally,” she says, “which shows that the UAE is becoming a viable creative market.

TRENDS CREATING A THRIVING ECOSYSTEM

Several trends are fueling this momentum, says Cosmin Ivan, CEO of Platinumlist, drawing from the organization’s growing collaborations in the literary space. “We’re seeing rediscovery of literature through new mediums—like book-to-screen adaptations and games inspired by novels.”

He cites the Sharjah International Book Fair as a prime example of how literary events are evolving into full cultural experiences. “Our data shows most attendees fall between 35 and 45 years old, but we’re seeing an increase among younger, urban audiences. It’s not quite a Gen Z-dominated space yet, but the shift is happening.”

The Emirates Airline Festival of Literature, adds Balakrishnan, is another example of the region’s cultural investment.“One day, I hope to see pavilions that celebrate literature not only by genre but by language and form—truly showcasing the UAE’s ethnic and linguistic richness.”

Beyond flagship festivals, Ivan points to the growth of smaller literary experiences: independent book fairs, poetry nights, café-based book clubs, and library workshops—especially in cities like Sharjah, Riyadh, and Dubai. “These micro-formats are fostering loyal, repeat communities who return not just for books, but for meaningful interaction.”

BARRIERS IN THE LITERARY SPACE

Despite progress, structural barriers remain. Balakrishnan points to a lack of publisher support, especially for genres like Indian English literature, which have long delivered world-class storytelling but are still underrepresented at local festivals.

Menon flags marketing as another weak point, describing literary promotion as niche and underrepresented, especially on social media. Only a handful of influencers promote UAE-based authors, he says, and most of the activity tends to spike only during events like the Sharjah Book Fair.

Distribution is a major hurdle. “Getting books into stores across the region and ensuring reliable online availability is still inconsistent and costly,” says Jean. “For independent publishers like us, scaling remains difficult.”

Language adds another layer of complexity. While the UAE is multilingual, there’s a clear divide between Arabic and English publishing. Arabic-language books are subject to strict regulatory approvals and require a deep understanding of cultural sensitivities, while English-language titles may struggle to reach the wider regional readership unless positioned carefully.

“Regulatory processes can also be time-consuming,” Jean adds, “especially when dealing with sensitive or progressive content. But we believe in open, thoughtful engagement with the system. Dialogue goes a long way.”

A STRONG GOVERNMENT PUSH 

Government backing, many agree, could be a game-changer. While Jean applauds the UAE’s cultural groundwork, she believes more is needed. “Literature still receives less structured support than film or visual arts. 

More work must be done to fund publishing initiatives, support emerging writers, and create clear career pathways in the literary space.”

She remains optimistic: “The next decade will see groundbreaking storytellers from this region—those who aren’t just writing for local audiences, but who are contributing to global literary conversations in bold, unapologetic ways.”

Menon agrees, commending initiatives like Reading Month while calling for more concrete efforts. Initiatives, he notes, can be implemented in several ways, such as setting up mini reading rooms in metro stations, government-backed reading competitions, and mobile apps that promote literacy through gamification, quizzes, and virtual book clubs.

“A strong literary culture doesn’t just preserve local traditions—it promotes multiculturalism, boosts literacy rates, educational achievements, creates jobs in related sectors, and contributes to economic diversification,” he says. “It positions the UAE as a global exchange hub—not just for business or tourism, but for literary ideas.”

If we continue to support writers through mentorship, funding, translation, and distribution, says Jean, “the UAE could become a major literary hub – one that’s as known for its stories as it is for its sandy dunes and skylines.”

Balakrishnan echoes this hope. “The UAE’s diversity is its greatest strength. The leadership already places deep value on culture and education, which is very encouraging for writers and artists.”