Dubai launches academy to train travel content creators

The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has launched the Beautiful Destinations Academy, a new institute aimed at establishing global benchmarks for travel content creation.

The initiative, launched in partnership with creative agency Beautiful Destinations, is designed to address the growing demand for skilled marketing professionals in the tourism sector, according to the Emirates News Agency (WAM).

Issam Kazim, CEO of Visit Dubai, said the program highlights the city's commitment to fostering creativity and innovation in tourism.

“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," Kazim said. "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.”

Jeremy Jauncey, CEO and founder of Beautiful Destinations, praised Dubai’s role as a global leader in tourism marketing.

“Dubai is a leading innovator in tourism marketing – a likeminded partner that shares our future-focussed vision,” Jauncey said.

Travel undergoing major shift

He added that the travel industry is undergoing a major 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,” he said.

With digital content now central to travel decision-making, the academy aims to equip creators with the high-impact, platform-native skills needed to influence modern travelers.

The initiative is also expected to bolster Dubai’s role in the creator economy, which Goldman Sachs estimates could reach $500 billion by 2027. It aligns with the goals of the Dubai Economic Agenda, D33, which seeks to cement the emirate’s position as a leading global city.

Curriculum

The academy’s curriculum focuses on both creative and commercial development, blending technical skills with marketing strategies. Organizers say the initiative is designed to future-proof the tourism sector by cultivating a community of highly skilled digital professionals.

It will also provide destinations and hospitality brands access to a certified network of content creators while developing a scalable pipeline of talent to meet evolving industry needs.

A core goal of the academy is to nurture diverse talent from across global markets, ensuring tourism content reflects a broader range of perspectives and aesthetics.

"We're essentially creating a new professional category within the tourism ecosystem," Jauncey said. "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."