Larry Woods: A Beacon of Leadership in Texas Tourism

A Legacy of Leadership

In the heart of Texas, where the Hill Country's beauty is matched only by the warmth of its people, a leader has emerged whose impact transcends the borders of Boerne. Larry Woods, with a career dedicated to elevating Texas tourism, has been honored with the prestigious 2025 Marion Szurek Leadership Award. This accolade, presented at the Destinations Texas Annual Conference, is a testament to a career built on vision, innovation, and an unwavering commitment to service.

The Transformative Power of Vision

At the helm of Visit Boerne, Larry Woods has redefined what it means to lead a destination towards success. Under his guidance, Boerne has flourished, becoming a sought-after destination that promises an "Elevated Hill Country Experience." It's a narrative of transformation, where strategic vision meets execution, propelling Boerne's hotel sector to historic heights in occupancy and revenue. Yet, Larry's influence stretches far beyond the confines of this charming town.

His role as a longtime member and advocate of Destinations Texas, and his tenure as Chairman, underscore his commitment to fostering growth and inclusivity within the tourism sector. Through his advocacy, he has illuminated the path for legislation that underscores the economic vitality of travel and tourism to Texas communities.

Mentorship: The Heart of Leadership

Larry's legacy is deeply rooted in mentorship. By sharing his lifetime of knowledge with DMOs across Texas, he has mentored cities in strategic planning, advertising, and best practices for destination growth. His dedication to nurturing future leaders has made him a respected figure in the tourism industry, embodying the spirit of the Marion Szurek Leadership Award.

Larry's contributions to the Texas Travel Alliance and his leadership during the turbulent times of the COVID-19 pandemic highlight his resilience and adaptability. Larry Woods is more than a leader; he is a mentor, innovator, and advocate whose career and dedication have significantly shaped Texas tourism.

Host of the Hill Country

The story of Larry Woods is a narrative of leadership, innovation, and mentorship. As the 2025 recipient of the Marion Szurek Leadership Award, his journey reflects a profound commitment to not only enhancing the travel experience in Boerne, Texas, but also in nurturing the growth and resilience of the Texas tourism industry at large. Larry's legacy is a guiding light, inspiring future generations to dream big and lead with purpose.

About Visit Boerne: Nestled in the heart of Texas, Boerne is a premier travel destination known for its community engagement and sustainable tourism initiatives. Under the stewardship of visionaries like Larry Woods, Boerne continues to offer memorable experiences to visitors while enhancing the quality of life for its residents.