Inaugural Content Creators Graduate from Dubai’s Beautiful Destinations Academy

The Beautiful Destinations Academy, Powered by Dubai, has graduated its first cohort of content creators, setting a powerful example for how African nations that rely on tourism, like Kenya, can empower young creators and transform their tourism promotion.

Launched in April 2025, the academy was developed by the Dubai Department of Economy and Tourism (DET) and Beautiful Destinations. It’s the first initiative of its kind, blending education, tourism, and digital content creation to empower the next generation of storytellers.

The program’s immersive curriculum combined content creation techniques, storytelling theory, and location-based shooting across Dubai’s iconic sites like Margham Desert and Al Fahidi Historical Neighbourhood. The result? Stunning, culturally resonant content that showcased Dubai’s unique appeal while sharpening the creative skills of the cohort. Graduates are now equipped to pursue careers globally, with the top creators eligible to be signed by Beautiful Destinations.

His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), emphasized that the graduation represents a key milestone in Dubai’s efforts to establish itself as a global leader in the creator economy, in line with the city’s visionary leadership. He expressed pride in collaborating with Beautiful Destinations to bring this initiative to life and open new opportunities for the tourism sector through innovative digital storytelling.

“By equipping talented content creators with cutting-edge skills and providing them unparalleled access to our city’s iconic landscapes through strategic partnerships like this, we are not only showcasing our city’s incredible offerings but also actively crafting a new narrative for the future of travel marketing. This aligns seamlessly with the goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global destination for business and leisure. We hope the graduating class has left with an experience of a lifetime and are excited to see the next cohorts continue in their footsteps,” he said.

Jeremy Jauncey, CEO and Founder of Beautiful Destinations, echoed his sentiment, stating that the launch of the Beautiful Destinations Academy in partnership with the Dubai Department of Economy and Tourism (DET) aimed to elevate the standards of travel marketing. He said, “This first cohort proved what happens when you treat creators like the skilled storytellers they are. In just 12 weeks, they rapidly upskilled, honed their abilities, and created exceptional content – with speed, emotional impact, and relevance – that could sit alongside global brand campaigns. Dubai gave them the perfect canvas. Our message to the industry is clear: if you’re still treating social as a side channel, you’re already behind.”

The success of the program is reflected in the experiences of its first graduates. Latvian filmmaker Arthur Edelmans shared how the experience helped him refine his craft, saying, “Every shoot, every edit, every conversation with the mentors made me reflect on why I create in the first place. The Dubai experience gave me a thousand stories to tell and the tools to tell them better.”

For Ethan Chang from the United States, the academy reshaped his approach to storytelling, teaching him to create content that truly resonates while fostering collaboration with fellow creators. French filmmaker Hugo Sudraud described the program as a creative launchpad, while Canadian filmmaker Olessia Pliousnina credited the mentorship and creative freedom for sharpening her skills and deepening her purpose as a storyteller.

With Cohort Two beginning in September 2025 and applications for Cohort Three open until 18 September, the academy continues to expand its curriculum and mentorship opportunities, paving the way for the next generation of storytellers.

By adapting Dubai’s Beautiful Destinations Academy approach, African countries can leverage their unique landscapes and diverse cultures to train local talent, generate authentic content that resonates globally, and ultimately drive tourism growth while simultaneously fostering economic opportunities for their own young creatives, aligning with the continent’s digital and youth empowerment agendas.

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