There was a time — not so long ago — when young Australians dreamed of being doctors, architects, or perhaps the next Richie Benaud. These days? They’re filming iced lattes in slow motion and praying for a viral reel.
And in a plot twist not even Baz Luhrmann could script, Dubai—yes, the shimmering desert playground of supercars and shopping malls—has launched the world’s first Beautiful Destinations Academy, a full-blown bootcamp for the would-be Steven Spielbergs of social media.
Set against a backdrop of Burj Khalifa sunsets and dunes that look suspiciously like Instagram filters, this new three-month program doesn’t just teach content creation — it turns it into a fine art.
Where Selfies Meet Syllabus
Brought to life by Dubai Economy and Tourism (DET) and the creative minds behind global travel juggernaut Beautiful Destinations, the Academy aims to elevate content creators from hobbyists to high-flyers — quite literally.
“We started Beautiful Destinations with nothing more than a dream and an Instagram post,” says Jeremy Jauncey, now CEO, founder, and possibly the best-lit man on the internet. “Now, we’re giving others the same chance — and there’s no better place than Dubai to do it.”
He’s not wrong. Where else could you cut your teeth on drone shots of the Museum of the Future, then wrap your day with golden hour filming at Al Qudra’s desert lakes? It’s a cinematographer’s sandbox — if the sandbox had a five-star buffet and gold-plated Wi-Fi.
From Couch Creators to Cultural Ambassadors
The program promises more than pretty pictures. Budding creators will get a crash course in everything from storytelling structure and video editing to brand strategy and even the ethics of influence—a timely addition, given the Wild West nature of online content these days.
And don’t worry — this isn’t your garden-variety YouTube tutorial. Attendees will be mentored by industry giants, work on real-world briefs, and gain access to a network that reads like a who’s who of travel media. In other words, your ring light just got a significant upgrade.
Visas, Vision, and a Very Generous Budget
Dubai is not just throwing hashtags at the wall to see what sticks. This is part of a much grander vision—one that fits snugly into the city’s D33 economic agenda, which hopes to make Dubai one of the world’s top three cities to live, work, and invest in by 2033.
To that end, they’ve rolled out a Golden Visa for creatives (no sponsor required — just talent), and a tidy Dhs 150 million support fund (around $63 million AUD) for influencers and digital storytellers who want to make Dubai their canvas.
In plain English: if you’ve got flair, they’ve got the runway.
Dubai’s Not Chasing Trends — It’s Making Them
It’s worth noting that Dubai isn’t playing catch-up here. They’re betting big—and smart—on what tourism will actually look like in 2025.
According to Jauncey, 76% of travel bookings are driven by social media content. That’s not just influence — that’s infrastructure.
“You don’t need a million-dollar camera or a film degree,” Jauncey says. “You just need a voice, a vision, and the guts to share it.”
That sentiment feels especially potent when young people are crying out for purpose — and a passport stamp.
A Programme with Soul — and Strategy
But perhaps what sets this academy apart isn’t the sand, the skyline, or the funding. It’s that it treats creators not as selfie machines but as the modern-day storytellers they are — capable of inspiring wanderlust, shifting perceptions, and yes, driving the kind of footfall that keeps airlines and hotel lobbies buzzing.
Because behind every viral video is a city, a moment, a little slice of humanity captured forever — and Dubai, ever the showman, is ready for its close-up.
For applications and complete programme details, visit: 👉 www.beautifuldestinations.com/academy.
By Octavia Koo
