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Dubai launches first global travel content academy

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Dubai is taking tourism marketing to the next level with the launch of the Beautiful Destinations Academy, Powered by Dubai, a first-of-its-kind global programme designed to train the next generation of content creators for the travel industry.

The initiative is a partnership between Visit Dubai (Dubai Corporation for Tourism and Commerce Marketing) and the international media company Beautiful Destinations. It aims to set new global standards in travel content creation, equipping creators with both creative and commercial skills to meet the rising demand for top-quality digital marketing in tourism.

Building the Future of Travel Marketing

Issam Kazim, CEO of Visit Dubai, said the project shows Dubai’s ongoing commitment to creativity and innovation in tourism:

“By providing a dedicated space for content creators, we aim to amplify Dubai’s global appeal and further solidify our position as the best city to visit, live, and work in.”

The initiative supports the Dubai Economic Agenda (D33), which aims to position the city as a global leader in both business and leisure.

Addressing the Skills Gap

Beautiful Destinations CEO and founder Jeremy Jauncey said social media now plays a major role in travel decisions:

“Research shows 76% of travel choices are influenced by social media content, but only 24% of tourism brands have in-house teams able to produce the quality of content needed.”

The Academy aims to bridge this gap by training a new wave of skilled creators ready to deliver platform-native, high-impact content that inspires travel.

A Global Standard for Content Creators

Based in Dubai, the Academy will introduce formal training and certification for travel content creators — a move that could professionalise a field that has, until now, remained largely informal.

The curriculum blends creativity with marketing know-how and offers tourism brands access to a vetted network of certified content creators. It also promotes diversity by nurturing talent from around the world, ensuring travel storytelling reflects a wider range of voices and styles.

“We’re essentially creating a new professional category within the tourism ecosystem,” Jauncey explained. “Our goal is to make Academy certification the industry standard for travel content creators.”

As Dubai continues to position itself at the forefront of the global creator economy, expected to hit nearly $500 billion by 2027,  this partnership sets a bold new vision for the future of travel marketing.

(Source: Wam)

With over 35 years of experience in journalism, copywriting, and PR, Michael Gomes is a seasoned media professional deeply rooted in the UAE’s print and digital landscape.

Education

No medicines in school bags: UAE schools tighten health and safety rules

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If you’re a parent in the UAE, here’s an important update to keep on your radar.

Schools across the country are tightening controls around student health and safety, urging parents not to send any medication with their children during the school day, unless it’s necessary and officially approved.

The move applies to government and private schools following a Ministry of Education curriculum, and the message is clear: Unsupervised medication at school can be risky.

In notices sent out to parents, school administrations explained that allowing students to carry medicines could lead to serious health risks. These include incorrect dosages, improper use, or even students sharing medication with classmates. Schools are keen to avoid situations that could quickly turn into medical emergencies.

Exceptions With Rules

The ban isn’t a blanket one. Students with chronic conditions or specific medical needs are still allowed access to medication, but only under strict guidelines.

Parents must provide:

  • An official medical prescription from the treating doctor
  • Clear details, including the student’s name, medication type, dosage, and timing

Once approved, medications are:

  • Stored securely
  • Administered only by school management or qualified health staff

This ensures students receive their treatment safely and at the right time.

School administrators say the policy is part of a broader health and safety framework aimed at preventing emergencies and promoting awareness on campus.

Parents are being urged to fully cooperate with the new guidelines, highlighting the importance of strong school–family partnerships when it comes to student health.

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Dubai parents warned about dangerous social media challenges in schools

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Parents of children enrolled in Dubai private schools are being urged to stay alert after education and health authorities raised concerns about dangerous social media trends circulating among students.

The Knowledge and Human Development Authority (KHDA), alongside the Dubai Health Authority (DHA), has issued an advisory warning parents about risky behaviours reported in some schools. These include choking, breath-holding, applying pressure to the neck or head, and participation in viral challenges.

One of the most concerning trends highlighted is the “Skull Breaker Challenge”, where two people deliberately kick the legs from under a third person, causing them to fall, often backwards, risking serious head or spinal injuries. The challenge previously gained attention on social media in 2020 and had prompted warnings from Dubai Police at the time.

KHDA stressed that while children may see these actions as jokes or harmless fun, they carry serious and immediate health risks. Students found participating in, encouraging, or recording such behaviour will face disciplinary action under their school’s behaviour policy. In more serious cases, matters may be referred to external authorities.

What parents should watch out for

Parents are encouraged to remain vigilant and look out for both physical and behavioural warning signs, including:

  • Marks, redness, or bruising around the neck
  • Headaches, dizziness, fainting, or bloodshot eyes
  • Sudden secrecy around online activity
  • Talking about viral challenges or risky games
  • Unexplained mood or behaviour changes
  • Wearing clothing that hides the neck area

Any concerns should prompt an immediate conversation with the child and contact with the school if worries persist.

Why are these activities dangerous

According to DHA, restricting breathing or blood flow to the brain can be fatal:

  • Brain damage can occur within seconds without oxygen
  • Irreversible damage may happen in under a minute
  • Oxygen deprivation can trigger seizures and heart rhythm disturbances
  • Pressure on the neck can damage airways and blood vessels
  • Multiple countries have reported deaths among children aged 7 to 17
  • There is no safe way to take part in these activities

What parents can do

KHDA is urging parents to:

  • Speak openly with children about the dangers of these behaviours
  • Reinforce that they are not games and can be life-threatening
  • Monitor online activity and be aware of peer influence
  • Contact the school or seek medical advice if they have immediate concerns

While schools are addressing the issue directly with students, KHDA emphasised that parent involvement is critical to reinforcing safety messages beyond the classroom.


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Dubai RTA is trying school transport pooling: Here’s what it means for parents

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School runs in Dubai could soon get a lot easier for parents.

The Roads and Transport Authority (RTA) has announced a new school transport pooling pilot set to launch in early 2026, designed to reduce traffic around schools and offer families a safer, more convenient alternative to daily drop-offs and pick-ups.

The initiative, developed in collaboration with Yango Group and Urban Express Transport, will introduce shared school buses serving multiple schools within defined geographic zones. The goal is to reduce the growing reliance on private vehicles for school drop-offs and pickups, which has contributed to congestion during peak hours.

RTA says the move comes as more families rely on private cars for school runs, adding to congestion during peak hours. By encouraging shared transport, the authority hopes to ease pressure on busy school zones while keeping costs affordable for parents.

According to Ahmed Hashem Bahrozyan, CEO of RTA’s Public Transport Agency, the pilot will offer an affordable alternative to private school transport while improving traffic flow around school areas. He confirmed that the initiative will operate under strict safety and security standards, fully aligned with Dubai’s regulatory framework.

The shared bus model is also expected to shorten travel times, improve punctuality, and create a smoother start and end to the school day. At the same time, it supports Dubai’s push towards more sustainable and environmentally friendly transport options.

RTA said the pilot will be carefully assessed before any wider rollout, with feedback from families playing a key role. If successful, the initiative could reshape how school transport works in Dubai, making daily routines simpler, safer, and less stressful for parents and students.

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