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.
