This week we speak to Zahirah Variawa (Marty), founder of The Destination Institute, a marketing agency born to redefine travel content.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
To delve into her journey, Emirates Woman spoke to Variawa on how it all began in the travel industry.
What was your favourite subject at school?
Geography. I had a really inspiring teacher, Miss Harrison, who just brought the world to life for me. It is also where my love for travel began.
What was your first job?
While many of my friends took on waitressing roles, I spent my Year ten weekends and evenings completing a makeup course. This led me to work on weddings, assist on photoshoots, and even teach corporate workshops in my spare time. I combined these experiences with assisting on fashion shoots for magazines and styling projects, which marked my entry into the media industry, and my love for everything in that world.
What brought you to Dubai?
I felt the need for a change, and had always dreamt of living and working abroad for a while. While I cherish my home country and visit whenever I can, I’ve always been intrigued by diverse cultures and people. Initially, I was accepted into a scholarship program for my Master’s in the UK, but at the last minute, I opted to head to Dubai for its sunshine, diversity and opportunity. I’ve always been a dreamer.
With just two suitcases and two weeks of accommodation at The Radisson in Deira on the Creek, I knew that if things didn’t pan out, I could always return to my career in television and marketing back home. To my surprise, just seven days in, I landed an interview, and ten days later, I received an offer for what I considered a ‘dream job.’ I chose Dubai not only because I had visited before with my family but also because it seemed like an ideal place for a young woman to establish herself. I haven’t looked back since.
What inspired you to enter the travel industry and launch The Destination Institute?
Travel has always been the heart of my personal and professional journey. My passion for exploring new places and connecting with diverse people naturally flowed into my career in PR and communications. As influencer marketing grew into a central strategy in the marketing world, I found myself in an exciting space where my expertise in storytelling and my love for travel intersected. I began to receive invitations from travel and hospitality brands to experience and review their offerings, allowing me to merge my professional world with my personal passion.
The creation of The Destination Institute was a natural next step—a way to formalise what I was already doing. TDI gives me the platform to help destinations share their stories through compelling content, offer training and support to travel teams, and launch the first academy focused on the “how” of destination marketing. It’s a fulfilling way to combine my love for travel with my professional skills to make a meaningful impact in the industry.
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Talk us through the concept?
The Destination Institute (TDI) is an innovative platform designed to elevate the way travel and destination marketing is approached. It offers a unique blend of content creation, storytelling, training, and consultancy, specifically tailored to help destinations, travel brands, and individuals improve their presence in the tourism industry.
At its core, TDI merges influencer marketing with traditional journalism, crafting powerful narratives that capture the essence of places and experiences. This seamless fusion allows brands to connect more deeply with their target audience, creating engaging content that resonates across various platforms.
In addition to storytelling, TDI is home to a pioneering academy that provides in-depth training. This academy focuses on the “how” of destination marketing—offering specialised courses designed to equip professionals with the tools they need to excel in promoting travel destinations. The aim is to foster both creativity and strategy, helping participants develop impactful marketing campaigns and content.
TDI also collaborates with an expert team of industry professionals, ensuring top-tier production and training experiences. With decades of collective experience, the team brings high-level expertise to every project, whether it’s visual content creation, strategic consultancy, or skill-building through the academy.
What are the key elements of your role?
As the Founder of The Destination Institute, my role is multifaceted, combining leadership, creativity, and strategy. First and foremost, I’m responsible for shaping the overall vision and direction of TDI. This means staying ahead of trends in destination marketing and storytelling, and continuously identifying new opportunities to innovate within the travel industry. My passion for travel storytelling is at the core of what I do, and I lead the development of compelling visual and written narratives that resonate with audiences and help brands effectively showcase their destinations. I also oversee our training programs through the TDI Academy, which focuses on teaching the “how” of destination marketing. It’s important to me that we equip teams and individuals with the skills and strategies they need to excel, whether that’s through content creation, PR, or influencer marketing.
In addition, I provide strategic consultancy to brands, helping them amplify their reach and refine their marketing approaches. My experience in communications and influencer marketing allows me to guide our clients in creating meaningful and impactful campaigns.
Another key part of my role is building and nurturing a team of talented professionals who bring our clients’ visions to life. I work closely with them to ensure we produce top-tier content and provide unmatched service. At the same time, I build partnerships with brands, media outlets, and influencers to expand TDI’s influence in the industry.
Lastly, as a speaker and advocate in the travel space, I’m often invited to share my insights at industry events. This gives me the opportunity to further position TDI as a thought leader in destination marketing and storytelling.
Each aspect of my role allows me to merge my love for travel with my expertise in marketing and content creation, driving the success and innovation of The Destination Institute. With the company being so new, it’s an ‘all hands on deck’ approach for me
Talk us through your daily routine.
My days are anything but routine. Some mornings, I’m catching flights to review properties across the globe, while on others, I’m up before sunrise, filming travel shows all day. There are times when I’m at my desk, focused on hosting training sessions or connecting with clients and partners in Dubai. I also make time for staying active and keeping up with my fitness routine, all while balancing life as a mum. Each day brings something new, and that’s what I love about my work.
What advice do you have for anyone looking to follow in the same footsteps?
Stay Passionate: Everything I’ve achieved stems from my passion for travel, storytelling, and connecting with people. It’s important to pursue what genuinely excites you because that’s what will keep you going during the challenging moments.
Be Adaptable: No two days in this industry are the same. From filming shows to managing clients and flying across the globe, adaptability is key. Embrace the uncertainty and learn to thrive in ever-changing environments.
Prioritise Relationships: Whether it’s building connections with brands, clients, or a wider audience, relationships are everything. Networking, collaboration, and maintaining strong professional relationships have opened countless doors for me.
Invest in Yourself: Never stop learning or refining your craft. Whether through training, workshops, or self-education, continuous development is crucial in an industry that evolves so rapidly. For me, this meant creating the TDI Academy to share my own learnings and help others grow too.
Balance is Key: While it’s easy to get caught up in the whirlwind of travel and work, remember to find balance. For me, fitness, family time, and self-care are just as important as my professional ambitions.
Take Risks: The best opportunities often come from stepping outside your comfort zone. Don’t be afraid to take risks or try something new—it’s often how breakthroughs happen.
In short, follow your passion, keep learning, stay adaptable, and never underestimate the power of meaningful connections. The journey may be unpredictable, but that’s part of the adventure.
Tell us more about the services offered?
The Destination Institute offers a range of specialized services aimed at empowering travel brands and destinations to tell their stories more effectively and grow their reach in a competitive industry. These services are designed to help destinations and travel brands grow their presence in the industry, leveraging both traditional and modern marketing techniques.
These services include: Content Creation and Storytelling: TDI crafts compelling visual and written content for destinations, helping them communicate their unique offerings through powerful storytelling. This includes creating high-quality imagery, videos, and editorial content tailored to engage target audiences.
Training and Workshops: Through the TDI Academy, the institute provides in-depth training and workshops focusing on the “how” of destination marketing. These sessions equip travel professionals and teams with the tools and strategies they need to promote their destinations more effectively.
Destination Consultancy: TDI offers consultancy services to travel brands and tourism boards, providing strategic advice on how to enhance marketing efforts, elevate brand positioning, and maximize the impact of their campaigns.
Influencer Campaigns and Media Partnerships: TDI bridges the gap between destinations and influencers, facilitating collaborations that result in authentic, impactful campaigns. It also builds media partnerships to expand the visibility and reach of destination marketing initiatives.
Public Speaking and Thought Leadership: The institute provides insights and expertise on destination marketing, brand storytelling, and travel trends through speaking engagements at industry events and conferences.
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What is the best piece of advice you have ever received?
‘Breathe, you’ve got this!’
And what is the worst?
‘Sometimes you have to give up on chasing dreams.’
What’s the biggest challenge you have had to overcome?
One of the toughest challenges I’ve faced has been navigating the pressures of entrepreneurship—keeping myself afloat during difficult times while staying focused on my ambitions. There have been moments where it felt overwhelming, but pushing through those challenges has made me stronger and more resilient.
What’s your future for the brand?
The future vision for The Destination Institute (TDI) encompasses several ambitious goals aimed at solidifying its position as a global leader in destination marketing and storytelling. Key components of this vision include:
Creating Travel Shows for Global Viewership: TDI plans to expand its content offerings by producing high-quality travel shows that reach a global audience. These shows will highlight diverse destinations and experiences, showcasing the stories and cultures behind each place. By leveraging partnerships with streaming platforms and media outlets, TDI aims to engage viewers worldwide and inspire them to explore new destinations.
Global Reach and Impact: TDI aims to extend its influence by collaborating with more international destinations, helping them articulate their unique stories through compelling content and strategic marketing. This involves forming partnerships with tourism boards, hospitality brands, and media outlets across different continents.
Education and Empowerment: Through the TDI Academy, the goal is to empower more individuals and teams by offering specialized training programs focused on the evolving landscape of destination marketing. TDI plans to broaden its educational offerings, including digital and in-person workshops tailored to travel professionals, marketers, and influencers.
Innovation in Travel Marketing: As the industry evolves, TDI intends to stay at the forefront of marketing innovations, exploring new digital tools and technologies. This includes leveraging trends such as immersive content (AR/VR), sustainable tourism, and influencer-led campaigns to help destinations remain competitive.
Thought Leadership: TDI envisions further establishing itself as a thought leader in the travel industry through increased public speaking, industry conferences, and collaborations. This includes sharing insights and best practices on marketing destinations in the digital age and advocating for ethical travel practices.
Sustainability and Community Engagement: The future vision also emphasizes a stronger focus on sustainable and ethical travel practices. By promoting destinations and travel experiences that prioritize the environment and local communities, TDI hopes to inspire a new wave of conscious travelers and tourism leaders.
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