OTLA: ​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. The Experiential Learning Objectives for the current year are outlined below.

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. 

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LEARNING OVERVIEW

Oregon Tourism Leadership Academy 2025 Program Themes and Objectives

Central Theme #1
Supporting and Empowering Oregon’s Tourism Industry

Experiential Learning Objectives:

• Leadership development: creativity, storytelling, and humor
• Leadership in Action – Tourism & Hospitality Leaders Drive Results for Portland Metro’s Tourism Economy
• Tourism-related facility trends – Portland Expo Center Vision & Oregon Convention Center Trends
• An overview of Oregon’s workforce system
• Class discussions on assigned reading material (first 10 chapters of the book, Unreasonable Hospitality)
• An overview and discussion on Oregon restaurant and lodging taxes

Central Theme #2
Optimizing Statewide Economic Impact
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Experiential Learning Objectives:

• Leadership development: Strategy, critical thinking, and problem-solving
• Overcoming the Fear of Conflict preview – self-assessment instructions in preparation for Autumn
• The History of Oregon Tourism – where we’ve been and where we’re going
• Oregon’s 9 federally recognized tribes and their contributions to Oregon’s Tourism Economy
• Tourism Promotion Investments and Optimizing Return on Investment – Case Studies from the Gorge
• Class discussions on assigned reading material (second 10 chapters of the book, Unreasonable Hospitality)
• Best practices for preparing oral and written testimony for elected leaders with FAQ sheet

Central Theme #3
Running Effective Tourism Oriented Organizations and Businesses

Experiential Learning Objectives:

• Leadership development: Presentation, problem-solving skills, and overcoming the fear of conflict 
• Oregon Tourism Sustainability – Conservation, Stewardship, and Resident Sentiment
• Monetizing destination development initiatives
• The latest updates on agri-tourism initiatives
• Leveraging limited tourism promotional dollars
• Class discussions on assigned reading material (first half of the book, Crucial Conversations)
• Follow-up work to prepare for oral and written testimony in front of elected officials in December

Central Theme #4
Championing the Value of Tourism
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Experiential Learning Objectives:

• Leadership development: Cultivate increased self-awareness, and goal development
• Mock public hearing presentations on tourism related issues in front of elected leaders (goal will be to present mock testimony in front of City Councilors from Lincoln City)
• Regional and state park infrastructure
• Media Relations and Cultivating Effective Working Relationships
• Tourism as an Export Economy – Creating Multipliers
• Class discussions on assigned reading material (second half of the book, Crucial Conversations)
• Class Certificates of Completion and celebratory dinner to conclude the program year