The Dubai Corporation for Tourism and Commerce Marketing, known as Visit Dubai, has announced the launch of the Beautiful Destinations Academy, Powered by Dubai. This innovative professional development initiative aims to establish new global standards for travel content creation and respond to the growing need for skilled marketing talent in the tourism sector.

Issam Kazim, CEO of Visit Dubai, emphasized that this program is a demonstration of the organization’s commitment to nurturing creativity and excellence in tourism. He stated that the academy is designed to amplify Dubai’s global appeal, reinforcing the city’s position as a top destination for visitors, residents, and professionals. Kazim highlighted the alignment of this initiative with the Dubai Economic Agenda, D33, which aims to bolster Dubai’s status as a leading global city for both business and leisure.

The Beautiful Destinations Academy is positioned to tackle a significant gap in the travel industry, where research indicates that 76% of travel decisions are influenced by social media content. However, only 24% of tourism and hospitality brands currently have in-house teams capable of producing high-quality content. The academy seeks to develop a new generation of specialized talent to create impactful, platform-native content that resonates with today’s travelers.

The partnership not only enhances Dubai’s reputation as a hub for the burgeoning creator economy, which Goldman Sachs predicts could reach nearly half a trillion dollars by 2027, but also aligns perfectly with the goals of the Dubai Economic Agenda, D33.

By setting a new global benchmark for travel content creation, the Beautiful Destinations Academy introduces formal standards specifically for digital creators in the tourism sector. This initiative aims to bring structure and credibility to an industry that has traditionally been informal.

The academy’s curriculum focuses on developing a blend of creative and commercial skills, combining technical expertise with marketing principles. It represents a transformative approach to tourism marketing, fostering a community of highly-skilled digital professionals. This will provide destinations and hospitality brands access to a curated network of certified creators, while also establishing a sustainable pipeline of talent to meet the evolving demands of the industry.

A significant aspect of the program is its commitment to nurturing diverse talent from various markets, ensuring that tourism marketing captures a wide range of perspectives and creative approaches. Jeremy Jauncey, CEO and Founder of Beautiful Destinations, pointed out that the academy aims to create a new professional category within the tourism ecosystem, aspiring for its certification to become the industry standard for travel marketing content creators.