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

The Marion Szurek Leadership Award, presented annually at the Destinations Texas Annual Conference, has named Larry Woods, Director of Visit Boerne, as its 2025 recipient. This recognition highlights tourism professionals whose vision, innovation, and decades of service have significantly strengthened the Texas tourism industry while mentoring future leaders. Woods exemplifies these qualities through his extraordinary 56-year career that has shaped tourism at local, regional, and statewide levels.

Under Woods' leadership, Boerne has been transformed into a sought-after destination branded as an Elevated Hill Country Experience. His strategic vision has driven the town's hotel sector to achieve historic occupancy and revenue milestones while consistently exceeding marketing and advertising goals. These accomplishments 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 advocacy for tourism-supporting legislation has educated city leaders about the industry's significant economic contributions to Texas communities.

Mentorship represents one of Woods' most significant legacies, as he has generously shared his expertise with small and mid-sized destination marketing organizations across 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, he is widely recognized as the go-to resource for advice 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, and promoting the organization's Tourism College and mentorship programs. His decades of service earned him 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.

The award recognition underscores how Woods' career embodies the spirit of the Marion Szurek Leadership Award through his role as mentor, innovator, and trusted advocate for Texas tourism. His lasting impact on organizations and individuals demonstrates the profound difference dedicated leadership can make in strengthening an entire industry while cultivating the next generation of tourism professionals.