Dubai Launches Beautiful Destinations Academy To Set Global Standards In Travel Content Creation

The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) has teamed up with Beautiful Destinations to launch the Beautiful Destinations Academy, Powered by Dubai.

The new initiative aims to raise global standards for travel content creation and address the growing need for skilled marketing professionals in the tourism industry. Issam Kazim, CEO of Visit Dubai, stated that the program highlights their commitment to encouraging creativity and excellence in tourism.

He explained that by supporting content creators, they hope to boost Dubai's global image and strengthen its reputation 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," Kazim was quoted as saying by WAM.

"Thanks to a diverse range of offerings and experiences, Dubai provides an unrivaled 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," he added.

Jeremy Jauncey, CEO and founder of Beautiful Destinations, praised Dubai as a leader in tourism marketing, sharing a future-focused vision for the industry. He highlighted that the travel industry is changing, with 76% of travel decisions now influenced by social media.

However, only 24% of tourism and hospitality brands have teams capable of creating high-quality content that engages audiences. The Beautiful Destinations Academy aims to fill this gap by developing a new generation of specialized talent.

With digital content playing a key role in travel decisions, the academy will help meet the growing demand for skills in creating engaging, platform-specific content. This partnership strengthens Dubai's role as a global center for the creator economy, which could be worth nearly half a trillion dollars by 2027, according to Goldman Sachs.

It also supports Dubai's Economic Agenda, D33, which aims to solidify the city's status as the best place to visit, live, and work. A key focus of the program is to encourage diversity, ensuring that tourism marketing represents a wide range of perspectives and creative approaches.

The goal is for Beautiful Destinations Academy certification to become a recognized standard for content creators in travel marketing, similar to how professional certifications are used in hospitality and tourism management.