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)