Dubai is doubling down on its status as a global tourism and content creation hub with the launch of the Beautiful Destinations Academy, Powered by Dubai. This groundbreaking initiative, designed for aspiring and established travel influencers, aims to raise the bar for content quality while equipping creators with vital business and marketing skills.
Created by Visit Dubai in collaboration with award-winning travel media brand Beautiful Destinations, the academy is set to bring structure, professionalism, and a forward-thinking curriculum to an industry long dominated by informal practices.
A Global First in Travel Influence Training
According to the academy’s launch statement, 76% of travel decisions today are influenced by social media content. Dubai’s strategy is clear: empower influencers to create impactful content that drives tourism while ensuring they're equipped with long-term professional skills.
The initiative complements other influencer-focused programs in the emirate, such as the golden visa for content creators and a Dhs150 million government fund supporting digital media talent.
Inside the Beautiful Destinations Academy
Enrolled students will go through a comprehensive curriculum that blends creativity with strategy, including hands-on mentorship from top travel media professionals. Modules include:
- Mastery of audio-visual content creation for multiple platforms
- Cinematic techniques: sequences, transitions, and movement
- Post-production essentials: editing, sound, color grading, and narrative flow
- Use of emerging tech like AI, CGI, and VFX in storytelling
- Strategic marketing and audience engagement methods
- Destination marketing and tourism industry insights
- Professional ethics, monetization, and business strategy
Graduates will receive a certificate of participation from the Dubai College of Tourism, adding credibility and recognition to their work.
Setting a New Global Benchmark
Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing, emphasized the academy’s role in boosting the emirate’s global visibility. “We’re not just training influencers—we’re developing ambassadors who understand Dubai, digital marketing, and the power of storytelling,” he said.
By providing education, resources, and credibility, Dubai aims to attract top-tier content creators while shaping the future of travel marketing on social platforms.
With this initiative, the city positions itself not just as a travel destination, but as a global incubator for the next generation of digital storytellers.
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