OREGON TOURISM LEADERSHIP ACADEMY

The 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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Academy Sponsor:

APPLICATION PROCESS
The 2025 academy is now full. If you are interested in participating in the 2026 year academy, reach out to Lauri Byerly. The "Before You Apply" page is important to review for more information on criteria, costs, required dates, and application process. You can also subscribe to updates on future programs.
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CLASS EXPERIENTIAL LEARNING OPPORTUNITIES for 2025

• Spring: March 5-7, 2025 – Portland
• Summer: June 25-27, 2025 – Columbia Gorge 
• Autumn: October 1-3, 2025 – Pendleton 
• Winter: December 3-5, 2025 – Central Coast

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:
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"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 

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