OREGON TOURISM LEADERSHIP ACADEMYThe Oregon Restaurant & Lodging Association launched the Oregon Tourism Leadership Academy (OTLA) in early 2020 through a partnership with the Oregon Destination Association and Travel Oregon. The annual experiential learning program, led by the industry’s top experts, is targeted to public and private sector hospitality and 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.
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APPLICATION PROCESS
If you are interested in applying for the 2025 academy, review the "Before You Apply" page first for more information on criteria, costs, required dates, and application process. You can also subscribe to updates on future programs if you are not ready to apply. CLASS EXPERIENTIAL LEARNING OPPORTUNITIES for 2025
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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:
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.
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:
- 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 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:
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"Be prepared for growth, for a change in your organizational structure, for opportunities that you didn't know existed... and for bridging the gaps between industry partners in hospitality, tourism, infrastructure and others."
- Dawnielle Tehama, Willamette Valley Visitor's Association |
“All the connections I've made through OTLA 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 VCTA have come to life because of my experience with OTLA.”
- Daniel Haag, Visit Tillamook Coast |
"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 |
COLLABORATIVE PARTNERS
The Oregon Tourism Leadership Academy was developed in partnership with these organizations:
The Oregon Tourism Leadership Academy was developed in partnership with these organizations:
