Visit Boerne’s Woods receives state tourism leadership award

Larry Woods, director of Visit Boerne, has been named the 2025 recipient of the Marion Szurek Leadership Award, a top honor in the Texas tourism industry.

The award, presented annually at the Destinations Texas Annual Conference, recognizes a tourism professional whose vision, innovation and decades of service have strengthened the state’s tourism industry while mentoring future leaders.

“Larry’s vision and unwavering dedication have not only shaped the future of tourism but have also made a lasting impact right here in Boerne,” City Manager Ben Thatcher said. “This honor is well deserved, and we are incredibly proud of how he has created an elevated experience in an exemplary Hill Country community.” Woods has built a career in tourism spanning 56 years, with leadership and mentorship at local, regional, and statewide levels. Under his direction, Visit Boerne has branded the Hill Country town as an “Elevated Hill Country Experience,” drawing record hotel occupancy and revenue while consistently surpassing marketing and advertising goals.

Beyond Boerne, Woods continues to share what he has learned to the next generation of leaders.

“Mentorship has always been one of the most rewarding parts of my career,” Woods said. “By sharing what I’ve learned — whether it’s strategic planning, budgeting, analytics, or best practices — I’ve had the privilege of helping other communities grow their tourism efforts. Seeing those destinations succeed has been incredibly fulfilling.”

Woods has been a longtime member and advocate for Destinations Texas, formerly known as the Texas Association of Convention and Visitors Bureaus. He served as chairman of the organization’s board of directors in 2023-2024, guiding growth in membership, streamlining operations, and expanding resources for destination marketing organizations across the state.

He has also been an active voice in legislative advocacy, educating city leaders about the economic impact of tourism and supporting policies that strengthen the industry.

The Marion Szurek Leadership Award honors industry leaders who embody ethics, vision, and excellence. Woods’ recognition reflects both his career achievements and his dedication to inspiring the next generation of tourism professionals.