Dubai runs course for travel content creation by budding social media influencers

Dubai has created a professional development initiative aimed at setting new, global benchmarks for travel content creation by social media influencers.

The Beautiful Destinations Academy has been established to meet rising demand for skilled marketing talent within the tourism sector.

The initiative aims to address a major talent gap in the industry, at a time when 76% of travel decisions are influenced by social media, yet only 24% of brands have in-house content teams.

Students selected for the three-month course will receive hands-on mentorship from leading creative and professional experts in travel, including Jeremy Jauncey, Beautiful Destinations founder and chief executive. 

Upon graduation, they will be awarded a certificate of participation from Dubai College of Tourism, a vocational institution committed to nurturing and educating human capital within the tourism, hospitality, culinary arts and events industries.

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

Key modules include:

• Mastery of audio-visual content creation across multiple platforms
• Cinematography, shots and movement including sequences and transitions
• All aspects of post-production from editing and grading, to narrative, music and sound design
• Emerging technologies including AI-assisted content creation and CGI
• Strategic understanding of marketing objectives and audience engagement
• Tourism industry knowledge and destination marketing principles
• Professional ethics and business acumen

Jauncey said: "The travel industry is experiencing a fundamental shift in how destinations attract visitors. Leading research shows that 76% of travel decisions are now influenced by social media content, yet only 24% of tourism and hospitality brands have in-house teams capable of creating the calibre of content that drives engagement. 

“The Beautiful Destinations Academy, Powered by Dubai directly addresses this gap by cultivating a new generation of specialised talent.

“Dubai is a leading innovator in tourism marketing – a likeminded partner that shares our future-focused vision.”

He added: ”We’re essentially creating a new professional category within the tourism ecosystem. 

"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, chief executive of Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai), said: “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. 

"By providing a dedicated space for content creators, we aim to amplify Dubai’s global appeal and further solidify our position as the best city to visit, live, and work in.

“Thanks to a diverse range of offerings and experiences, Dubai provides an unrivalled platform for capturing creative, engaging content, and we look forward to working with Beautiful Destinations and content creators from around the world to amplify their storytelling globally.”