Oregon Tourism Leadership Academy

The Oregon Restaurant & Lodging Association earlier this year launched the Oregon Tourism Leadership Academy (OTLA), developed in partnership with the Oregon Destination Association and Travel Oregon, and led by the industry’s top experts. The new annual experiential learning program is targeted to public and private sector tourism professionals who are seeking to polish their leadership and professional skills, continue to grow their career accomplishments, and make positive and lasting contributions to the state’s tourism economy and its success.

2021 APPLICATION PERIOD NOW CLOSED
Applications for the 2021 group closed February 26, 2021. The application process for interested program participants will be competitive. OTLA’s Advisory Committee will meet to review all submitted applications and select 20 private/public sector tourism professionals to participate in the 2021 program year. Prospective participants will be able to review the following details in the "Before You Apply" section:
  • Program Structure, Costs, and Required Attendance Dates 
  • Overview, Objectives, Required Self-Assessment and Reading 
  • Applicant Criteria, Scholarship Criteria and Process 
  • Frequently Asked Questions
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.

EXPERIENTIAL LEARNING OPPORTUNITIES FOR THE CLASS OF 2021 WILL TAKE PLACE IN THE FOLLOWING REGIONS:
  • Summer: Columbia Gorge - July 28-30, 2021 
  • Autumn: Central Coast - October 6-8, 2021
  • Winter: Portland - December 8-10, 2021​
  • Spring: Eastern Oregon - March 2-4, 2022 

OTLA TIMELINE (Note: dates may be adjusted due to COVID-19 restrictions)
  • February 26, 2021 - Due date for completed 2021 applications.
  • March/April 2021 - OTLA Advisory Committee reviews applications, makes final determinations for the 2021; outreach to all applicants regarding class and next steps.
  • July 28-30, 2021 - OTLA class of 2021 embarks on their first experience, traveling to the Columbia Gorge. 
  • October 6-8, 2021 - OTLA class of 2021 embarks on their second experience, traveling to the Central Coast.
  • Fall 2021 - OTLA's third class application process for the 2022 OTLA posted online. 
  • December 8-10, 2021​ - OTLA class of 2021 embarks on their third experience, traveling to Portland.
  • March 2-4, 2022 - OTLA class of 2021 embarks on their fourth experience, traveling to Eastern Oregon.
    Applications for 2022 class are due.
  • December/January 2022 - OTLA Advisory Committee reviews applications, makes final determinations for the 2022 OTLA class. 
COLLABORATIVE PARTNERSHIP
The Oregon Tourism Leadership Academy was developed in partnership with these organizations:
QUICK LINKS

- Before You Apply 
- Learning Overview
​- Employer Commitment Form
- OTLA Home
​- OTLA Sponsorship Opportunities
- ​OTLA Participant Groupsite (login)
SUBSCRIBE TO UPDATES
Sign up to receive updates on the program:
WHAT PARTICIPANTS ARE SAYING:

​"I have been inspired by the cohort of tourism professionals working to develop, promote and manage Oregon as a destination. As a small program, (OTLA) has been helpful to see the 'big picture' and make connections with other professionals who could help our efforts."
​- Calvin LeSueur, City of Canby

"The OTLA program has been an inspirational and enriching experience. Our program leaders have adjusted in real time to meet the needs of a new reality and provide training and information that we could all take back and put into practice. As great as the content has been, the highest value has been in the relationships and partnerships we have formed."
- Beverly Garcia, FivePine Lodge

"The value of OTLA is beyond measurable. The program provides the foundation and structure to facilitate building bridges of connection all over the state from the depth of content covered, relationships built and strengthened in order to elevate Oregon as whole in the tourism and hospitality industry."
- Ashley Cates, Travel Medford