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

The Marion Szurek Leadership Award recognizes tourism professionals whose vision, innovation, and decades of dedicated service have greatly shaped and strengthened the Texas tourism industry while inspiring future generations of leaders. The 2025 recipient, Larry Woods, Director of Visit Boerne, exemplifies these qualities through an extraordinary 56-year career that has transformed the industry at multiple levels.

Under Woods' leadership, Boerne has been elevated from a small Hill Country town to a sought-after destination branded as an Elevated Hill Country Experience. His strategic vision has driven the local hotel sector to historic occupancy and revenue milestones while consistently exceeding marketing and advertising goals. These achievements demonstrate not only his business acumen but also his ability to inspire his team to perform at their highest capacity.

Woods' influence extends far beyond Boerne through his longstanding involvement with Destinations Texas, where he served on the Board of Directors and as Chairman in 2023-2024. His leadership has been instrumental in growing memberships, streamlining operations, and ensuring the organization remains inclusive and valuable to convention and visitors bureaus of all sizes. His tireless advocacy for tourism-supportive legislation has educated city leaders across Texas about the industry's significant economic contributions to local communities.

Mentorship represents one of Woods' most significant legacies, as he has generously shared his expertise with small and mid-sized destination marketing organizations throughout Texas. His mentorship programs in Boerne cover strategic planning, advertising, budgeting, analytics, governance, and best practices for destination growth, resulting in numerous cities benefiting from his guidance. Within the industry, Woods is widely recognized as the go-to resource for advice, direction, and encouragement.

Woods has also provided long-standing support to the Texas Travel Alliance, serving two terms on its Board of Directors, leading conference sessions, participating in panel discussions, and promoting the organization's Tourism College and mentorship programs. His decades of service were previously recognized with the Alliance's Lifetime Achievement Award in 2021. His leadership proved particularly vital during the COVID-19 pandemic in 2020, when his steady guidance and business acumen helped sustain Boerne's tourism economy through adaptation, stakeholder reassurance, and recovery planning.

Woods' remarkable career, dedication to others, and lasting impact on both organizations and individuals truly embody the spirit of the Marion Szurek Leadership Award, making him more than just a leader but a mentor, innovator, and trusted advocate for Texas tourism.