Oregon Tourism Leadership Academy
Invest in Your Leadership Journey
The Oregon Tourism Leadership Academy (OTLA) is a yearlong, hands-on learning experience for emerging and established tourism professionals. Launched in 2020 by ORLA, Travel Oregon, and the Oregon Destination Association, OTLA helps participants build leadership skills, grow their networks, and contribute to the future of Oregon’s tourism economy.
Academy Sponsor:
Experience Sponsor:
Applications Open: 2026 Cohort
How to Prepare?
Applicants must first review the Before You Apply page for details on eligibility, costs, dates, and the application process.
- Application Deadline: October 24, 2025
- Cohort Size: 20 participants
- Tuition: $2,950 (includes meals, transportation, and programming during program)
- Scholarships: Limited support available based on need
Questions? Contact Lauri Byerly.
Who Should Apply?
- Current or emerging tourism leaders in lodging, restaurants, DMO/CVBs, attractions, government, or event management
- Professionals seeking cross-sector insights and deeper industry connections
- Individuals with a growth mindset and passion for shaping Oregon’s tourism future
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Program Purpose & Certification
OTLA’s curriculum, field visits, and hands-on experiences are designed to align with Oregon’s statewide tourism goals, focusing on four strategic imperatives:
- Optimizing the Statewide Economic Impact of Tourism in Oregon
- Supporting and Empowering Oregon’s Tourism Industry
- Championing the Value of Tourism
- Running Effective Tourism-Oriented Organizations and Businesses
The program is tailored for professionals currently in supervisory, managerial, or executive roles within Oregon’s tourism and hospitality sectors—both public and private. Applicants preparing to take on such roles are also encouraged to apply.
Each strategic imperative is explored during four multi-day, immersive learning sessions led by industry experts. Each year, a cohort of 20 participants engages in this experiential curriculum.
Graduates who meet all requirements will receive official certification, recognizing that they have met or exceeded standards set by ORLA, Travel Oregon, and the Oregon Destination Association.
Experiential Learning Overview
Four central themes will be covered each year to provide continuity and consistency across program years as each new academy class embraces their academy experience.
Oregon’s regional destination management executives are invited to provide a comprehensive overview on the state of the tourism industry in their region as academy program locations rotate across the state year to year.
Testimonials
"The leadership skills I learned through OTLA has helped me to define my career path and advocate for our industry. Not only did I grow my business network with tourism and hospitality professionals, I built a network of trusted confidants I call friends. The immersive learning experiences helped me realize the interconnectedness of tourism, hospitality, governing bodies, and state level initiatives, as well as the part our local destinations fit into the larger picture. I recommend this program for anyone committed to professional development in tourism and hospitality."
- JoAnna Eisler, Visit Central Oregon
“All the connections I've made through the Oregon Tourism Leadership Academy have helped me grow as a leader... across the state and across the industry in a variety of different capacities, helping transform my leadership style and thought-making process. Two of my major projects at Tillamook Coast Visitors Association have come to life because of my experience with OTLA.”
- Daniel Haag, Visit Tillamook Coast