January 30, 2025 - Cheyenne, Wyo. - Tuesday night, at the annual Wyoming Governor's Hospitality and Tourism Convention, Diane Shober, executive director of the Wyoming Office of Tourism (WOT), was honored with the esteemed Big WYO Award. The award, presented by Governor Mark Gordon and 2014 Big WYO recipient Kari Cooper on behalf of the Wyoming Hospitality and Travel Coalition (WHTC), honors someone who has made a lasting impact on Wyoming’s tourism and hospitality industries.

WOT Executive Director Diane Shober receiving a standing ovation as she makes her way to the stage

to accept the 2025 Big WYO Award during the annual Wyoming Governor's Hospitality & Tourism Convention.

The Big WYO Award is a testament to Diane’s two decades of dedication and innovation in shaping Wyoming’s tourism landscape. Her leadership was pivotal in establishing WOT as a standalone agency, where she championed the adoption of emerging technologies like social media, digital advertising and AI — critical tools in elevating Wyoming’s presence on the world stage and solidifying its identity as the "last bastion of the West." Under her guidance, Wyoming’s tourism has flourished, with her spearheading initiatives like the Team Wyoming program and securing numerous marketing and public relations awards, all of which contribute to a growing collection of accolades that reflect her enduring impact on the state's tourism industry.

In addition, Diane played a key role in establishing the Destination Development Program, which has provided vital grant funding to Wyoming communities, empowering them to enhance their local tourism offerings. Her efforts have also supported numerous strategic campaigns, including the WY Responsibly initiative, which promotes responsible tourism practices statewide.

Having served under three governors, Diane’s vision has consistently guided the evolution of Wyoming’s tourism strategy, ensuring the state's continued growth and prominence on the international stage.

Beyond her work in Cowboy State, Diane's influence extends to the national level. She testified before a U.S. Senate Subcommittee on Competitiveness, Innovation and Export Promotion in 2010 and was a founding member of Brand USA. Diane has also been recognized for her contributions, including being named the National Council of State Tourism Directors’ State Tourism Director of the Year in 2012 and elected to the U.S. Travel Association Board in 2024.

“Diane’s work has been integral to the success of tourism in Wyoming, and her impact is felt far beyond the walls of the Wyoming Office of Tourism,” said WHTC Executive Director Chris Brown. “Her dedication to Wyoming, her innovative approach and her relentless drive to showcase the state’s beauty have made her a key figure in the growth of our tourism sector.”

Shober’s leadership has not only enhanced the visibility of Wyoming’s natural wonders but has also cemented her as a driving force behind the development of statewide tourism policies that balance recreation with economic growth. Her advocacy for Wyoming's tourism has led to partnerships and programs that continue to attract visitors from across the globe.

The Big WYO Award has been presented annually since 1978 to individuals who have demonstrated exceptional commitment to advancing Wyoming’s tourism and hospitality industries. Diane Shober joins a distinguished group of past recipients, further solidifying her place among the state’s most influential tourism leaders.

For more information about the Big WYO Award, visit www.wygovcon.com/about-govcon.