The Beautiful Destinations Academy in Dubai has graduated its first cohort of content creators, offering insights for African nations looking to strengthen their tourism marketing through local creative talent.
Launched in April 2025, the academy is a collaboration between Dubai’s Department of Economy and Tourism (DET) and Beautiful Destinations. The program combines education, tourism promotion, and digital content creation to develop storytelling skills among emerging creators.
The 12-week curriculum included content creation techniques, storytelling fundamentals, and practical shooting sessions at Dubai locations such as Margham Desert and Al Fahidi Historical Neighbourhood.
Participants developed content showcasing Dubai while building their professional skills. Top graduates may have opportunities to work with Beautiful Destinations.
His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), noted that the program supports Dubai’s position in the creator economy. “By providing content creators with advanced skills and access to our city’s locations, we’re developing new approaches to travel marketing while supporting the Dubai Economic Agenda D33’s goals,” he said.
Jeremy Jauncey, CEO and Founder of Beautiful Destinations, emphasized the program’s focus on professional development. “This first cohort demonstrated what’s possible when creators are supported as skilled storytellers. In 12 weeks, they developed abilities to create content with impact and relevance that meets professional standards.”
Graduate experiences highlight the program’s practical value. Latvian filmmaker Arthur Edelmans found the mentorship helped refine his approach: “Every shoot and conversation with mentors made me reflect on my creative process. The experience provided both stories and improved techniques.”
American participant Ethan Chang noted how the program influenced his storytelling methods and collaboration skills. French filmmaker Hugo Sudraud described it as a valuable creative opportunity, while Canadian filmmaker Olessia Pliousnina appreciated the mentorship structure and creative development focus.
The academy continues with Cohort Two starting in September 2025, with applications for Cohort Three open until September 18.
The Dubai model suggests potential applications for African countries seeking to develop local creative talent for tourism promotion. By training creators to produce authentic content highlighting local attractions and culture, countries can build both tourism marketing capacity and economic opportunities for young professionals.
This approach aligns with broader continental priorities around digital skills development and youth employment in the creative economy.
For more information about the Beautiful Destinations Academy, visit: beautifuldestinations.com/academy
