Curated News
By: NewsRamp Editorial Staff
September 15, 2025
Larry Woods Wins Prestigious Leadership Award for Transforming Texas Tourism
TLDR
- Larry Woods' leadership at Visit Boerne achieved historic hotel occupancy and revenue milestones, providing a competitive advantage in destination marketing strategies.
- Larry Woods implemented strategic planning, advertising, budgeting, and analytics to systematically elevate Boerne's tourism industry over his 56-year career.
- Larry Woods' mentorship programs and advocacy have strengthened Texas communities through sustainable tourism and economic growth for future generations.
- Larry Woods transformed a small Hill Country town into an elevated destination through decades of innovative tourism leadership and resilience.
Impact - Why it Matters
This recognition matters because tourism is a critical economic driver for Texas communities, generating jobs, revenue, and local development. Woods' proven strategies for destination marketing and his mentorship of smaller tourism organizations provide valuable blueprints that can be replicated across the state. His success in elevating Boerne demonstrates how effective leadership can transform local economies, making this story relevant to city planners, tourism professionals, and communities seeking to boost their visitor economy through sustainable practices and strategic vision.
Summary
Larry Woods, Director of Visit Boerne, has been honored with the prestigious 2025 Marion Szurek Leadership Award for his extraordinary 56-year career shaping Texas tourism. Under his visionary leadership, Visit Boerne has transformed this Hill Country town into a sought-after destination branded as an "Elevated Hill Country Experience," achieving historic hotel occupancy and revenue milestones while consistently exceeding marketing goals. His strategic approach and ability to inspire his team have made Boerne a model for destination marketing excellence.
Beyond his local impact, Woods has been instrumental in statewide tourism development through his leadership roles with Destinations Texas (formerly Texas Association of Convention and Visitors Bureaus), where he served as Chairman in 2023-2024. His advocacy for tourism-friendly legislation and his work growing membership and streamlining operations have strengthened the entire Texas tourism ecosystem. His mentorship programs have benefited numerous small and mid-sized DMOs across Texas, covering strategic planning, advertising, budgeting, and best practices for destination growth.
Woods' contributions extend to the Texas Travel Alliance, where he served on the Board of Directors and received the Lifetime Achievement Award in 2021. His steady leadership during the COVID-19 pandemic helped sustain Boerne's tourism economy through adaptation and recovery planning. Recognized as the industry's go-to advisor, Woods embodies the award's spirit through his decades of service, innovation, and dedication to mentoring future tourism leaders while promoting Things to Do that make Texas destinations memorable for visitors.
Source Statement
This curated news summary relied on content disributed by Newsworthy.ai. Read the original source here, Larry Woods Wins Prestigious Leadership Award for Transforming Texas Tourism
