OREGON TOURISM LEADERSHIP ACADEMY

Discover Your Potential. Shape Oregon’s Future.
The Oregon Tourism Leadership Academy, launched in 2020 through a powerful collaboration between the Oregon Destination Association, Travel Oregon, and the Oregon Restaurant & Lodging Association, is a hands-on, learning experience for rising and established professionals in hospitality and tourism. Led by top industry experts, this immersive experience helps participants strengthen leadership skills, expand professional networks, and make lasting contributions to Oregon’s tourism economy.
​

Academy Sponsor:

APPLICATION PROCESS
The application for the 2026 academy are now open. Before applying, please review the "Before You Apply" page for information on criteria, costs, required dates, and application process. If you have questions regarding next year's academy, reach out to Lauri Byerly. ​You can also subscribe to updates on future programs.
​

CLASS EXPERIENTIAL LEARNING OPPORTUNITIES

2025 Cohort:

• Spring: March 5-7 – Portland
• Summer: June 25-27 – Columbia Gorge 
• Autumn: October 1-3 – Eastern Oregon 
• Winter: December 3-5 – Central Coast

2026 Cohort:

• Spring: March 18-20 – Willamette Valley
• Summer: June 24-26 – So. Oregon
• Autumn: October 14-16 – Central Oregon 
• Winter: December 2-4 – North Coast

Experience Sponsor:

SUBSCRIBE TO UPDATES

BEFORE YOU APPLY

LEARNING OVERVIEW

PROGRAM PURPOSE, CERTIFICATION
Curriculum, field visits, and hands-on experiences are strategically designed to support and align with the state’s tourism goals and objectives which include 4 Strategic Imperatives:

1. Optimizing the Statewide Economic Impact of Tourism in Oregon
2. Supporting and Empowering Oregon’s Tourism Industry
3. Championing the Value of Tourism
4. Running Effective Tourism Oriented Organizations and Businesses

The OTLA experience is designed for professionals currently serving Oregon’s tourism and hospitality industries. Interested program participants should have supervisory, managerial, or executive responsibilities in either the private or public sector. Applications from industry professionals who will soon be responsible for similar levels of responsibility are also encouraged to apply for the academy program.
 
The strategic imperatives outlined above will serve as the program’s core themes each year. Each theme will receive focus as a part of 4 multi-day experiential learning programs designed to provide academy participants with comprehensive educational experiences. Each year, 20 academy participants will immerse themselves in the academy’s professional development curriculum alongside industry experts and facilitators.

Participants who complete the courses and meet the standards set will be certified. This certification assures industry and consumers that the assessed individual has met or exceeded the standards set by the Oregon Restaurant & Lodging Association (ORLA), Travel Oregon, and the Oregon Destination Association.

WHAT PARTICIPANTS ARE SAYING:
​

"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 

---

COLLABORATIVE PARTNERS
The Oregon Tourism Leadership Academy was developed in partnership with these organizations: