Dubai launches first-ever academy for...

Programme aims to develop social media talent to support the tourism sector

In an industry first, Dubai Tourism has launched an academy for travel content creation.

A collaboration between the Dubai Corporation for Tourism and Commerce Marketing (Visit Dubai) and creative agency Beautiful Destinations, this first-of-its-kind institute aims to meet the rising demand for skilled marketing talent within the tourism sector.

Beautiful Destinations Academy, Powered by Dubai will provide students with social-first storytelling skills and a certificate from Dubai College of Tourism.

This comes as the travel industry undergoes a shift in how destinations attract visitors, with social media increasingly a decision maker.

Travellers in the Middle East are increasingly looking to influencers on social media platforms such as Instagram and TikTok for inspiration, according to online platform Musafir, while a report from Phocuswright says 65% of travellers who used social media for trip planning made a purchase or visit decision based on content they came across while scrolling.

"Research shows that 76% of travel decisions are now influenced by social media content, yet just 24% of tourism and hospitality brands have in-house teams capable of creating the “calibre of content that drives engagement," said Jeremy Jauncey, CEO and Founder, Beautiful Destinations says

The academy will introduce formal standards and structure to content creation, a field that was previously informal and improvised, in a bid to increase quality and credibility.

Students will receive mentorship from leading creative and travel experts and will gain a certificate from Dubai College of Tourism upon graduation.

"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."

Dubai is no stranger to tapping the influencer trend. Launched this week, actress Millie Bobby Brown is the star of Dubai’s new global tourism campaign, as the emirate looks to lure Generation Z travellers to its shores.

For more information, visit www.dubaidet.gov.ae

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