Dubai launches academy for travel content creators

A new academy has been launched in Dubai to introduce formal standards tailored to digital creators working within the tourism sector, bringing “structure, credibility, and accountability” to a largely informal industry.

The Beautiful Destinations Academy is a joint collaboration between the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) and Beautiful Destinations.

It will give destinations and hospitality brands access to a curated network of certified travel content creators.

The curriculum is designed to develop both creative and commercial skills combining technical proficiency with marketing principles.

"We're essentially creating a new professional category within the tourism ecosystem," noted Jeremy Jauncey, CEO and Founder of Beautiful Destinations. "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."

Issam Kazim, CEO of Visit Dubai, said the move "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".