Larry Woods Receives 2025 Marion Szurek Leadership Award for Transformative Impact on Texas Tourism

The Marion Szurek Leadership Award, presented annually at the Destinations Texas Annual Conference, has been awarded to Larry Woods, Director of Visit Boerne, recognizing his exceptional contributions to the Texas tourism industry. With a 56-year career spanning local, regional, and statewide levels, Woods has demonstrated vision, innovation, and dedicated service that align perfectly with the award's criteria. His leadership has not only transformed Boerne into a sought-after destination branded as an Elevated Hill Country Experience but has also inspired and mentored future generations of tourism professionals across Texas.

Under Woods' direction, Visit Boerne has achieved historic milestones in hotel occupancy and revenue, consistently exceeding marketing and advertising goals. These accomplishments highlight his strategic acumen and ability to guide his team to perform at their highest level. His impact extends beyond Boerne through his involvement with Destinations Texas, where he served on the Board of Directors and as Chairman in 2023-2024. Woods played a key role in growing memberships, streamlining operations, and ensuring the organization remains inclusive and valuable to CVBs and DMOs of all sizes. His advocacy for legislation supporting travel and tourism has educated city leaders on the industry's significant economic contributions to Texas communities.

Mentorship stands as one of Woods' greatest legacies, as he has generously shared his expertise with small and mid-sized DMOs across Texas. Through mentorship programs hosted in Boerne, he has covered strategic planning, advertising, budgeting, analytics, governance, and best practices for destination growth, benefiting numerous cities. Widely recognized as the go-to person for advice and encouragement within the industry, Woods has also contributed long-standing support to the Texas Travel Alliance, serving two terms on its Board of Directors and promoting initiatives like the Tourism College and mentorship programs. In recognition of his decades of service, the Texas Travel Alliance honored him with its Lifetime Achievement Award in 2021.

Woods' leadership proved particularly vital during the COVID-19 pandemic in 2020, when his steady guidance and business acumen helped sustain Boerne's tourism economy. His ability to adapt, reassure stakeholders, and plan for recovery demonstrated resilience and vision in action. For more information on Destinations Texas, visit https://www.destinationstexas.org. Larry Woods embodies the spirit of the Marion Szurek Leadership Award as a mentor, innovator, and trusted advocate for Texas tourism, leaving a lasting impact on both organizations and individuals throughout the state.