Dubai and Beautiful Destinations Launch Global Content Creator Academy to Revolutionize Tourism Marketing

Photography: Courtesy of WAM

Dubai, April 17 (Saudi Arabia Breaking News) – The Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), in partnership with global travel platform Beautiful Destinations, has announced the launch of the Beautiful Destinations Academy, Powered by Dubai. This groundbreaking professional development initiative aims to redefine global standards in travel content creation and address the growing demand for skilled marketing talent in the tourism sector.

The academy will provide a structured and innovative platform for emerging and established content creators to acquire advanced digital skills and marketing expertise tailored to the travel and hospitality industry. The launch aligns with the goals of the Dubai Economic Agenda, D33, and reinforces the emirate’s ambition to become the world’s best city to visit, live, and work in.

“This initiative with Beautiful Destinations is a testament to our commitment to fostering creativity, innovation, and excellence in the tourism sector,” said Issam Kazim, CEO of Visit Dubai. “Through this academy, we aim to amplify Dubai’s global appeal and work with creators worldwide to share the city's unique offerings.”

Jeremy Jauncey, CEO and Founder of Beautiful Destinations, emphasized the growing influence of social media in travel decisions: “76% of travel decisions are influenced by social content, yet only 24% of tourism brands have in-house capabilities to produce high-caliber content. This academy bridges that gap by creating a new generation of specialized talent in travel marketing.”

The curriculum will combine creative training with commercial acumen, focusing on platform-native content strategies, storytelling techniques, and real-world campaign execution. The program is positioned to set a new global benchmark by introducing formal standards and certification for digital creators in tourism—a previously informal sector.

As part of the broader strategy, the initiative supports Dubai’s position as a rising hub for the creator economy, which is projected to reach half-a-trillion dollars by 2027, according to Goldman Sachs. The academy also aims to nurture diverse talent across global markets, ensuring representation and inclusivity in modern tourism marketing.

Jauncey concluded, “We’re essentially creating a new professional category. Our vision is for the Beautiful Destinations Academy certification to become the gold standard for content creators in the travel sector, much like other professional qualifications in hospitality and tourism management.”

The Beautiful Destinations Academy, Powered by Dubai is set to play a critical role in shaping the future of travel promotion, offering destinations and hospitality brands access to a network of certified creators while future-proofing the sector through world-class digital education.