Beautiful Destinations and Visit Dubai, under Dubai’s Department of Economy and Tourism, have joined forces to launch the Beautiful Destinations Academy, a 12-week programme starting in May 2025. Designed to train the next generation of digital content creators, the initiative meets the tourism industry’s growing need for skilled professionals who can produce captivating, platform-tailored content to inspire modern travellers.
As voyagers increasingly rely on social media to choose their next destination, visually captivating content has become a powerful driver of engagement and inspiration. From viral travel videos to perfectly curated Instagram posts, digital platforms are now central to tourism marketing. The Beautiful Destinations Academy is a response towards this need, equipping creators with the skills to craft content that stands out in a crowded digital landscape.
According to Jemery Jauncey, CEO and Founder of Beautiful Destinations, the travel industry is driven by digital content. Research indicates that 76% of travel decisions are influence by social media but only 24% of tourism brands have teams equipped to deliver high-quality, platform-specific content, reported the brand. The Beautiful Destinations Academy aims to bridge this gap by training creators in both creative and commercial skills.
The Academy’s curriculum spanning 12 weeks covers a range of topics, including audio-visual production, cinematography, post-production techniques, and emerging technologies like AI and CGI, marketing strategies, tourism industry insights, and professional ethics. Students will receive mentorship from industry experts, including Jauncey, and earn a certificate from the Dubai College of Tourism upon completion.
In addition, it integrates sustainable content creation, teaching creators to minimize environmental impact through upcycling, avoiding single-use plastics, and prioritizing local resources. According to Dan Whitehead, spokesperson for Beautiful Destinations, the academy emphasizes reducing carbon footprint, adopting digital workflows and remote working models to cut emissions by up to 54% for fully remote staff.
Social media users were invited to share their stories for the opportunity to take part of the inaugural cohort in May. The selected creators will spend their 12 weeks in Dubai, following workshops, attending field shoots, and receiving mentorship. Whitehead explained that the programme promotes sustainable travel that encourages respect for local cultures, hiring local guides and talent to benefit destination economies.
“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,” said Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai).
This new partnership reinforces Dubai’s position in the skyrocketing creator economy, which Goldman Sachs estimates will be worth close to $500 billion by 2027. The move also supports Dubai’s Economic Agenda D33 that further establishes its reputations as the top city to visit, live, and work.
“We’re essentially creating a new professional category within the tourism ecosystem,” notes Jauncey. “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.”
The academy promotes global representation, welcoming diverse applicants with no prior experience needed and offering an all-expenses-paid experience.
