Dubai Launches World’s First Travel Content Creator Academy

DUBAI/LONDON – April 16, 2025: In a groundbreaking move set to reshape global tourism marketing, the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has partnered with award-winning agency Beautiful Destinations to unveil the Beautiful Destinations Academy, Powered by Dubai — the world’s first professional college dedicated to training travel content creators.

This industry-first initiative addresses the rapidly growing need for high-quality, social-first travel content by cultivating a new generation of creative professionals equipped to lead tourism’s digital transformation.

Transforming the Travel Marketing Landscape

As digital platforms drive global travel trends, Visit Dubai and Beautiful Destinations are setting a bold new direction for the future of tourism branding. The academy is designed to meet the rising demand for skilled digital talent, particularly in short-form, platform-native content.

“This initiative reflects our vision to make Dubai the best city to visit, live, and work in,” said Issam Kazim, CEO of Visit Dubai. “It also supports the goals of the Dubai Economic Agenda (D33) by investing in innovation, creativity, and global storytelling.”

Why This Academy Is a Game-Changer

With 76% of travel decisions now influenced by social media content, yet only 24% of tourism brands equipped to produce it in-house, the Beautiful Destinations Academy fills a critical gap.

“We’re building a new professional category within tourism,” said Jeremy Jauncey, Founder and CEO of Beautiful Destinations. “This academy will empower creators with the tools, knowledge, and credibility to lead a new era in travel storytelling.”

What the Academy Offers

Located in Dubai, the academy features a comprehensive curriculum blending creative excellence with strategic marketing. Core modules include:

• Cinematography, movement, and shot sequencing

• Editing, grading, narrative, and sound design

• AI-assisted content creation and CGI

• Tourism marketing strategies and audience engagement

• Professional ethics and business fundamentals

Graduates will receive a certificate of participation from the Dubai College of Tourism, known for its excellence in hospitality and tourism education.

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Empowering the Creator Economy

This initiative strengthens Dubai’s status as a global hub for digital creators and aligns with predictions by Goldman Sachs that the creator economy will reach $500 billion by 2027.

By providing certified training, the academy ensures that content creators meet industry standards, offering tourism brands access to verified and highly-skilled talent.

“This is more than a programme. It’s a movement to elevate the creative voices shaping tomorrow’s travel experiences,” said Jauncey.

Diversity and Global Reach at Its Core

A key focus of the academy is inclusion and representation. The programme aims to empower talent from all markets, ensuring tourism content reflects a diverse spectrum of cultures, perspectives, and aesthetics.

The Beautiful Destinations Academy, Powered by Dubai sets a new standard for tourism marketing in the digital age. It redefines how travel brands engage with audiences, disrupts the traditional content model, and champions a scalable future for social-driven tourism.

“The future of travel marketing starts here — in Dubai.”

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