OTLA Experiential Learning Overview

In the Spring of 2020, the Oregon Tourism Leadership Academy program will launch with their first quarterly experience of the year as we activate the full potential of Oregon’s tourism industry through its people in central Oregon. The Tourism Leadership Academy will continue in the Summer with experiential learning in Oregon’s Willamette Valley region followed by experiences in Southern Oregon in the Fall and the northern Oregon coast in the Winter.

In 2021, Oregon’s second Tourism Leadership Academy program class will experience the regions of Greater Portland, Eastern Oregon, the Columbia Gorge, and the Mid-Coast range.

The following themes and program content will be covered each year (regardless of program locations) to provide continuity and consistency across program years as each new academy class of 20 embraces their academy experience.

Oregon’s regional destination management executives will be 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. During the year 2020, regional executives in Greater Portland, Eastern Oregon, and the Columbia Gorge will be invited to participate as part of the academy program curriculum. In the year 2021, regional executives in Central Oregon, Southern Oregon, and the Willamette Valley will be invited to do the same. The Oregon Coast will be featured each academy year with a commitment to rotate exposure between the southern, central, and northern coastal economies. 

SPRING 2020 - CENTRAL OREGON EXPERIENCE
Tuesday, April 28 starting at 11:30am in conjunction with Travel Oregon’s Rural Tourism Conference closing luncheon at Sunriver Resort through Thursday, April 30 ending at 11:30am
 
Central Theme: Supporting and Empowering Oregon’s Tourism Industry
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Experiential Learning Objectives Covered in Central Oregon:
  • Program Participant Self-Assessment Completion
  • The History of Oregon Tourism – Where We’ve Been and Where We’re Going
  • The Oregon Tourism Industry Ecosystem – a Comprehensive Overview of local and state resources and organizations that fuel Oregon’s tourism industry
  • Oregon’s Federally Recognized Tribes and Their Contributions to Oregon’s Tourism Economy
  • Expanding Access – Domestic and International Travel to Oregon by the Numbers
  • Completion of a Community Service Project during Program Hours


SUMMER 2020 - WILLAMETTE VALLEY EXPERIENCE
Wednesday, July 22 starting at 1pm through Friday, July 24 ending at 11:30am

Central Theme: Championing the Value of Tourism

Experiential Learning Objectives Covered in the Willamette Valley:
  • Mock public hearing presentations on tourism related issues in front of elected leaders
  • Best practices for preparing oral and written testimony for elected leaders and government staff
  • The State of Agri-Tourism in Oregon
  • The Value of Downtown Districts Across Oregon
  • Regional and State Park Infrastructure
  • Media Relations and Cultivating Effective Working Relationships


FALL 2020 - SOUTHERN OREGON EXPERIENCE 
Wednesday, October 7 starting at 1pm through Friday, October 9 ending at 11:30am

Central Theme: Optimizing Statewide Economic Impact

Experiential Learning Objectives Covered in Southern Oregon:
  • The Economic Impact of Culinary Tourism
  • Guiding Principles for Tourism Related Facilities 
  • The State of Oregon Wildfires
  • Tourism Promotion Investments and Optimizing Return on Investment
  • The State of Oregon Agri-Tourism
  • Unconscious Bias Training – Ensuring Equal Access for All Who Visit Here


WINTER 2020 - NORTH OREGON COAST EXPERIENCE
Wednesday, December 9 starting at 1pm – Friday, December 11 ending at 1:30pm

Central Theme: Running an Effective Tourism Oriented Organization and Business

Experiential Learning Objectives Covered on the North Oregon Coast:
  • Oregon Tourism Sustainability – Conservation & Stewardship
  • Trail Development & Connectivity
  • Monetizing Destination Development Initiatives
  • Tourism as an Export Economy – Creating Multipliers
  • Leveraging Limited Tourism Promotional Dollars
  • Accessing Grant Dollars – Best Practices & Success Stories
QUICK LINKS

- Before You Apply 
- Learning Overview
​- Employer Commitment Form
- OTLA Sponsorship Opportunities
​- OTLA Home

2020 OTLA APPLICATION

Please have ready a resume, two letters of recommendation, and the Employer Commitment Form. Allow up to an hour to complete the application.