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.

APPLICATION NOW OPEN FOR 2022!
The application process for interested program participants is competitive. Prospective participants should first 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

 If you are not yet ready to apply and just want to stay informed, please subscribe to receive updates.
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:
  • 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 

EXPERIENTIAL LEARNING OPPORTUNITIES FOR THE CLASS OF 2022:
  • Spring: Central Oregon - March 16-18, 2022
  • Summer: Southern Oregon - July 13-15, 2022
  • Autumn: Southern Oregon Coast - October 5-7, 2022
  • Winter: Willamette Valley - December 7-9, 2022

OTLA TIMELINE (Note: dates may be adjusted due to COVID-19 restrictions)
  • September 18, 2021 - OTLA class of 2022 application process opens.
  • October 6-8, 2021 - OTLA class of 2021 embarks on 2nd experience, traveling to the Central Coast.
  • November 12, 2021 – OTLA class of 2022 application process closes.
  • December 8-10, 2021​ - OTLA class of 2021 embarks on 3rd experience, traveling to Portland.
  • December 2021 - OTLA Advisory Committee makes final determinations for the 2022 OTLA class. 
  • January 2021 – OTLA 2022 class (year 3) announced!
  • March 2-4, 2022 - OTLA class of 2021 embarks on 4th experience, traveling to Eastern Oregon.
COLLABORATIVE PARTNERSHIP
The Oregon Tourism Leadership Academy was developed in partnership with these organizations:
QUICK LINKS

- Before You Apply 
- Learning Overview
​- Employer Commitment Form
- 2022 Application Form
​- OTLA Home
​- OTLA Sponsorship Opportunities
- ​OTLA Participant Groupsite (login)
SUBSCRIBE TO UPDATES
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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