Larry Woods, Director of Visit Boerne, has been named the 2025 recipient of the Marion Szurek Leadership Award, recognizing his extraordinary 56-year career and profound impact on Texas tourism. The award, presented annually at the Destinations Texas Annual Conference, honors tourism professionals whose vision, innovation, and dedicated service have shaped the industry and inspired future leaders.
Under Woods' leadership, Boerne has been transformed into a sought-after destination branded as an "Elevated Hill Country Experience." His strategic vision has driven historic occupancy and revenue milestones in the local hotel sector, consistently exceeding marketing and advertising goals. These achievements highlight not only his business acumen but also his ability to inspire his team to perform at their highest level.
Woods' influence extends far beyond Boerne. As a longtime member and advocate of Destinations Texas (formerly Texas Association of Convention and Visitors Bureaus), he served on its Board of Directors and chaired the organization in 2023-2024. His leadership has been instrumental in growing memberships, streamlining operations, and ensuring the organization remains inclusive and valuable to CVBs and DMOs of all sizes. His advocacy for tourism-supportive legislation has educated city leaders on the industry's significant economic contributions to Texas communities.
Mentorship stands as one of Woods' greatest legacies. He has generously shared his expertise with small and mid-sized DMOs across Texas, hosting mentorship programs in Boerne that cover strategic planning, advertising, budgeting, analytics, governance, and best practices for destination growth. His guidance has benefited numerous cities, and he is widely recognized within the industry as the go-to person for advice and encouragement.
Woods has also provided long-standing support for the Texas Travel Alliance, serving two terms on its Board of Directors, leading conference sessions, participating in panel discussions, and promoting TTA's Tourism College and mentorship programs. In recognition of his decades of service, TTA honored him with its 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. His ability to adapt, reassure stakeholders, and plan for recovery demonstrated remarkable resilience and vision. Woods embodies the spirit of the Marion Szurek Leadership Award through his mentorship, innovation, and trusted advocacy for Texas tourism, leaving a lasting impact on both organizations and individuals across the state.
