Dubai’s Beautiful Destinations Academy, developed by the Dubai Department of Economy and Tourism (DET) in partnership with Beautiful Destinations, has graduated its first cohort of content creators, setting a benchmark for how nations can empower young creatives and transform tourism promotion.
Launched in April 2025, the 12-week program blended storytelling theory, hands-on training, and location-based shoots across Dubai’s iconic sites, including the Margham Desert and Al Fahidi Historical Neighbourhood. Graduates produced powerful, culturally resonant content while sharpening skills that position them for careers in the global creator economy. Top performers may also be signed by Beautiful Destinations.
Speaking at the graduation, Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), highlighted the program as a milestone in Dubai’s journey to establish itself as a global leader in the creator economy, aligned with the city’s D33 Economic Agenda.
Jeremy Jauncey, CEO and Founder of Beautiful Destinations, emphasized that the initiative demonstrates the potential of creators when treated as professional storytellers: “In just 12 weeks, they produced work of global campaign quality. Dubai gave them the perfect canvas.”
With Cohort Two starting in September 2025 and applications open for Cohort Three until 18 September, the academy continues to expand. Its success offers a blueprint for African countries to invest in their own young creators, leverage unique landscapes, and harness digital storytelling to boost tourism and economic growth.