Larry Woods, Director of Visit Boerne, has been named the 2025 recipient of the Marion Szurek Leadership Award, recognizing his extraordinary 56-year career that has fundamentally shaped Texas tourism at local, regional, and statewide levels. The award, presented annually at the Destinations Texas Annual Conference, honors tourism professionals whose vision, innovation, and decades of service have strengthened the industry while mentoring future generations.
Under Woods' leadership, Boerne has transformed from a small Hill Country town into a sought-after destination branded as an "Elevated Hill Country Experience." His strategic direction has driven the local hotel sector to achieve historic occupancy and revenue milestones while consistently exceeding marketing and advertising goals. These results demonstrate not only his business acumen but also his ability to inspire teams to perform at their highest level.
Woods' influence extends far beyond Boerne through his extensive work with Destinations Texas (formerly Texas Association of Convention and Visitors Bureaus), where he served on the Board of Directors and led as Chairman in 2023-2024. His leadership has been instrumental in growing memberships, streamlining operations, and ensuring the organization remains inclusive and valuable to CVBs and DMOs of all sizes across Texas.
Mentorship represents one of Woods' most significant contributions to the industry. He has generously shared his expertise with small and mid-sized DMOs across Texas, hosting comprehensive mentorship programs in Boerne that cover strategic planning, advertising, budgeting, analytics, governance, and best practices for destination growth. His guidance has benefited numerous cities, establishing him as the industry's go-to resource for advice and encouragement.
Woods has also maintained long-standing support for the Texas Travel Alliance, serving two terms on the TTA Board of Directors, leading conference sessions, participating in panel discussions, and promoting TTA's Tourism College and mentorship programs. His decades of service earned him TTA's Lifetime Achievement Award in 2021.
During the COVID-19 pandemic in 2020, when the travel industry faced unprecedented challenges, Woods' steady guidance and business expertise proved vital in sustaining Boerne's tourism economy. His ability to adapt, reassure stakeholders, and plan for recovery demonstrated exceptional resilience and forward-thinking leadership that helped navigate the industry through crisis.
The Marion Szurek Leadership Award recognition underscores the critical importance of experienced leadership in the tourism sector, particularly as destinations continue recovering from pandemic impacts and adapting to changing travel patterns. Woods' career exemplifies how strategic vision combined with mentorship and advocacy can drive economic growth while building sustainable tourism infrastructure that benefits communities across Texas.
