Dubai has unveiled the Beautiful Destinations Academy, Powered by Dubai — a first-of-its-kind initiative created in partnership between Visit Dubai and global media brand Beautiful Destinations.
The programme aims to raise the global bar for travel content creation and bridge the talent gap in tourism marketing.
The academy addresses a growing need for skilled digital creators as social media continues to shape travel decisions. With 76% of travellers influenced by online content and only 24% of tourism brands equipped to produce it in-house, the academy delivers a much-needed solution. It offers a structured curriculum that blends creative and commercial skill-building, from technical content production to strategic marketing.
Issam Kazim, CEO of Visit Dubai, said the initiative supports the Dubai Economic Agenda D33 and reinforces the city’s position as a global leader in tourism and innovation.
“This academy amplifies Dubai’s appeal as the best city to visit, live, and work in by empowering content creators and fostering excellence in the tourism sector,”
he noted.
Jeremy Jauncey, CEO and Founder of Beautiful Destinations, called the programme “a fundamental shift” in how destinations attract visitors. He highlighted its role in professionalising content creation and establishing formal standards for an industry that has, until now, operated informally.
Set in Dubai, the academy will serve as a global benchmark, supporting the city’s rise as a hub for the fast-growing creator economy — expected to reach $500 billion by 2027. It also prioritises diversity and inclusivity, aiming to reflect a wide range of voices and creative styles in tourism storytelling.
With its launch, Dubai is not just adapting to change in travel marketing — it’s leading it.
News Source: Emirates News Agency
