The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has joined forces with renowned travel media brand Beautiful Destinations to launch the Beautiful Destinations Academy, Powered by Dubai—a groundbreaking initiative designed to revolutionize professional development in travel content creation.
This new programme aims to set international standards for digital storytelling in tourism, addressing the growing global need for skilled marketing professionals in the sector. Through the academy, creators will gain access to structured training in both creative and commercial aspects of content production, building the next generation of tourism marketing talent.
Issam Kazim, CEO of Visit Dubai, emphasized the strategic importance of the initiative, stating: “The launch of this innovative programme with Beautiful Destinations is a testament to our commitment to fostering creativity, innovation, and excellence in the tourism sector. 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.
“This aligns perfectly with the goals of the Dubai Economic Agenda, D33, and our vision to make Dubai a leading global city for business and leisure. Thanks to a diverse range of offerings and experiences, Dubai provides an unrivalled platform for capturing creative, engaging content, and we look forward to working with Beautiful Destinations and content creators from around the world to amplify their storytelling globally.”
The Beautiful Destinations Academy is being launched at a time when social media plays a crucial role in travel planning. According to industry insights, 76% of travel decisions are now influenced by digital content, yet only 24% of tourism brands are equipped with in-house teams capable of producing the kind of content that drives engagement and conversions.
Jeremy Jauncey, CEO and Founder of Beautiful Destinations, highlighted the shift in how travel is marketed: “Dubai is a leading innovator in tourism marketing – a likeminded partner that shares our future-focussed vision. The travel industry is experiencing a fundamental shift in how destinations attract visitors. Leading research shows that 76% of travel decisions are now influenced by social media content, yet only 24% of tourism and hospitality brands have in-house teams capable of creating the calibre of content that drives engagement. The Beautiful Destinations Academy, Powered by Dubai directly addresses this gap by cultivating a new generation of specialised talent.”
By developing a structured, high-quality training curriculum tailored to digital-first travel creators, the academy aims to bring credibility and clear professional pathways to a previously informal sector. It also supports Dubai’s positioning as a central player in the fast-growing creator economy—an industry that could exceed half a trillion dollars globally by 2027, according to Goldman Sachs.
The initiative is not only an investment in content creators but also a shift in how destinations and tourism brands connect with modern audiences. The programme will provide certified creators to the global tourism ecosystem while fostering an inclusive and diverse community of professionals from across the world.
Jauncey elaborated: “We’re essentially creating a new professional category within the tourism ecosystem. Our ambition is that having Beautiful Destinations Academy certification will become the industry standard for content creators specialising in travel marketing, similar to how other professional designations function in hospitality and tourism management.”
The academy represents a bold new chapter in tourism marketing, combining creative innovation with strategic foresight to equip the industry for the future.
