Larry Woods of Visit Boerne Receives Prestigious Marion Szurek Leadership Award for Transformative Tourism Work

The Marion Szurek Leadership Award, presented annually at the Destinations Texas Annual Conference, has been awarded to Larry Woods, Director of Visit Boerne, recognizing his extraordinary 56-year career that has significantly strengthened the Texas tourism industry at local, regional, and statewide levels. Woods' strategic vision transformed Boerne into a sought-after destination branded as an Elevated Hill Country Experience, driving the town's hotel sector to achieve historic occupancy and revenue milestones while consistently exceeding marketing goals.

Woods' influence extends 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, highlighting how tourism directly supports local businesses and job creation.

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. This knowledge transfer has helped smaller communities develop sustainable tourism strategies that drive economic development and community revitalization.

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, demonstrating resilience strategies that other Texas destinations could emulate.

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 how dedicated leadership can strengthen an entire industry while cultivating the next generation of tourism professionals, ensuring Texas remains a premier travel destination that continues to drive economic growth across the state.