Oregon Tourism Leadership Academy

The Oregon Restaurant & Lodging Association proudly announces the launch of 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. 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 2020 WILL TAKE PLACE IN THE FOLLOWING REGIONS:
  • Spring: Central Oregon - April 28-30, 2020
  • Summer: Willamette Valley - July 22-24, 2020
  • Autumn: Southern Oregon - October 7-9, 2020
  • Winter: North Oregon Coast - December 9-11, 2020

Experiences in 2021 will include visits to Eastern Oregon, the Columbia Gorge, Greater Portland, and Oregon’s Mid-Coast Range.

ONLINE APPLICATIONS FOR 2020 ARE CLOSED. WATCH FOR 2021 APPLICATION PERIOD TO OPEN NEXT FALL.
Before applying for the Oregon Tourism Leadership Academy, we encourage prospective program participants to review the information provided in the “Before You Apply” section. The application process for interested program participants will be competitive. OTLA’s Advisory Committee will meet in Mid-November to review all submitted applications and select 20 private/public sector tourism professionals to participate in the 2020 program year. Prospective participants will be able to review the following details in the "Before You Apply" section:
  • Program Structure, Costs, and Required 2020 Attendance Dates 
  • Overview, Objectives, Required Self-Assessment and Reading 
  • Applicant Criteria
  • Scholarship Criteria and Process 
  • Frequently Asked Questions 

OTLA ROLLOUT TIMEFRAMES
  • November 1, 2019 - Due date for completed application submissions.
  • November/December 2019 - OTLA Advisory Committee reviews applications and makes final determinations for the 2020 OTLA.
  • January 2020 - Outreach to all applicants regarding final class determinations and next steps.
  • Spring 2020 - Official launch of the Oregon Tourism Leadership Academy with a class of 20 participants and the first of four experiential learning opportunities in Central Oregon.
  • Summer 2020 - OTLA class of 2020 embarks on their second experience, traveling to the Willamette Valley. OTLA's second itinerary for the 2021 Oregon Tourism Leadership Academy class announced. 
  • Autumn 2020 - OTLA class of 2020 embarks on their third experience, traveling to Southern Oregon. OTLA's second class application process for the 2021 OTLA posted online. 
  • October 30, 2020 - Due date for completed application submissions.
  • Winter 2020 - OTLA class of 2020 embarks on their fourth experience, traveling to Oregon’s North Coast. OTLA Advisory Committee reviews applications and makes final determinations for the 20-person 2021 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 Sponsorship Opportunities
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