Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has launched the Beautiful Destinations Academy in partnership with award-winning travel content agency Beautiful Destinations, establishing a new professional development initiative aimed at meeting the growing demand for digital marketing talent in the tourism sector.

The academy aims to set global benchmarks for travel content creation as the industry experiences a shift in marketing strategies. According to research cited by Beautiful Destinations, 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 caliber of content that drives engagement.

“Dubai is a leading innovator in tourism marketing – a like-minded partner that shares our future-focused vision,” Jeremy Jauncey, CEO and Founder of Beautiful Destinations, said in a press release. “The Beautiful Destinations Academy, Powered by Dubai, directly addresses this gap by cultivating a new generation of specialised talent.”

Professional Certification for Digital Creators

The curriculum combines technical proficiency with marketing principles, covering audio-visual content creation, cinematography, post-production, emerging technologies, and strategic marketing objectives. Graduates will receive certification from Dubai College of Tourism, establishing formal standards in what has previously been an informal field.

“We’re essentially creating a new professional category within the tourism ecosystem,” stated Jauncey. “Our ambition is that having Beautiful Destinations Academy certification will become the industry standard for content creators specialising in travel marketing.”

Supporting Dubai’s Creator Economy Ambitions

The initiative aligns with Dubai’s broader strategy to position itself as a global hub for the creator economy. This partnership reinforces Dubai’s commitment to the Dubai Economic Agenda, D33, which aims to cement the city’s status as a premier destination to visit, live, and work.

“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,” stated Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing.

This initiative aligns with other creator-focused developments in Dubai, including the recently launched Creators HQ, which aims to attract 10,000 influencers to the UAE with the support of an AED 150 million (~$40M) Content Creators Support Fund.