Dubai has launched an "influencer academy" in collaboration with the content agency Beautiful Destinations to boost tourism through social media. The program offers a three-month training course aimed at teaching aspiring influencers how to market the Dubai lifestyle to tourists and potential residents. Participants will receive a salary, free luxury accommodation, and access to exclusive locations, sharing their experiences online.

This initiative aligns with Dubai's economic agenda "D33," which aims to double the city's economy by 2033. The academy focuses on skills such as cinematography, editing, marketing, and ethics, targeting creatives with storytelling abilities rather than traditional presenters.

While Dubai has faced criticism for strict laws and allegations of influencer exploitation, the academy promises creative freedom and a safe environment, according to Beautiful Destinations CEO Jeremy Jauncey. The project is funded by the Dubai Department of Economy and Tourism and reflects Dubai's ongoing strategy to harness social media as a powerful promotional tool.