Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has partnered with Beautiful Destinations to create the Beautiful Destinations Academy, Powered by Dubai, a new professional development initiative for travel content creators.
The programme aims to establish global standards for travel content creation and address the growing demand for marketing talent in the tourism sector.
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) said: “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.”
Dubai Tourism partners with Beautiful Destinations to launch content creator academy
He added that the initiative aligns with the Dubai Economic Agenda, D33, and the vision to make Dubai a leading global city for business and leisure.
“Dubai is a leading innovator in tourism marketing – a like-minded partner that shares our future-focused vision. The travel industry is experiencing a fundamental shift in how destinations attract visitors. Leading research shows that 76 per cent of travel decisions are now influenced by social media content, yet only 24 per cent 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,” Jeremy Jauncey, CEO and Founder, Beautiful Destinations added.
The Academy responds to digital content becoming central to travel decision-making by developing specialist skills needed to create high-impact, platform-native content.
This partnership strengthens Dubai’s position as a global hub for the creator economy, which Goldman Sachs projects could approach half-a-trillion dollars by 2027.
The curriculum will develop both creative and commercial skills, combining technical proficiency with marketing principles.
The Academy introduces formal standards for digital creators in tourism, bringing structure, credibility and accountability to what has been an informal field.
According to Jauncey, the programme creates “a new professional category within the tourism ecosystem” with the ambition 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.”
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