Dubai launches global travel content academy with Beautiful Destinations (VIDEO)
Industry-first college to develop elite digital talent for global tourism
DUBAI: In a bold move to shape the future of global travel marketing, the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), in partnership with Beautiful Destinations, has launched the Beautiful Destinations Academy, Powered by Dubai.
This first-of-its-kind professional development initiative is designed to transform travel content creation into a structured and certified discipline.
The academy arrives at a pivotal moment in the industry. With 76 percent of travel decisions now driven by social media content, yet only 24 percent of tourism brands possessing the capacity to produce engaging material in-house, the need for skilled digital storytellers is more pressing than ever.
Creator economy push
The partnership directly supports Dubai’s strategic ambitions under the Dubai Economic Agenda, D33, which aims to make the city the world’s best place to live, visit and work. According to Goldman Sachs, the global creator economy could reach nearly half-a-trillion dollars by 2027 — and Dubai is positioning itself at the heart of this surge.
“The launch of this innovative programme is a testament to our commitment to fostering creativity and excellence,” said Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing. “By providing a dedicated space for content creators, we aim to amplify Dubai’s global appeal.”
Jeremy Jauncey, CEO and Founder of Beautiful Destinations, highlighted Dubai’s shared vision of innovation in tourism marketing. “The Beautiful Destinations Academy, Powered by Dubai directly addresses the skill gap in the travel sector and cultivates a new generation of content professionals,” he said.
Beautiful Destinations Academy
The academy’s curriculum is crafted to blend technical and creative skills with marketing strategy. It seeks to introduce formal standards to a previously informal space, elevating content creation into a credible profession. Students will learn how to develop platform-native content tailored to modern travel audiences across channels like Instagram, TikTok, and YouTube.
As part of its mission, the academy will foster a global community of certified creators and provide destinations and hospitality brands with direct access to these professionals. The emphasis is on creating a sustainable, scalable talent pipeline aligned with evolving industry needs.
Inclusion and diversity are also central to the academy’s approach. A key goal is to support talent from a wide range of markets, ensuring that future travel campaigns reflect diverse perspectives and visual narratives.
“We’re essentially creating a new professional category within the tourism ecosystem,” Jauncey added. “Our ambition is for this certification to become the gold standard for content creators in travel, similar to how other designations function in hospitality and tourism management.”