Diane Shober, executive director of the Wyoming Office of Tourism, has been named the 2025 State Tourism Director of the Year. The announcement was made on August 18 at the U.S. Travel Association’s annual ESTO conference in Phoenix, Arizona. The award is given to recognize leadership and achievement in state tourism marketing and promotion.
“Diane’s decades-long commitment to travel shows her passion for the state of Wyoming and the entire industry,” said Geoff Freeman, President and CEO of the U.S. Travel Association. “Transforming the state’s tourism landscape with visionary leadership, Diane has fostered a legacy of innovation, economic growth and a deeper appreciation for Wyoming’s wonders and Western hospitality.”
Shober was selected by her peers on U.S. Travel’s National Council of State Tourism Directors, which includes representatives from all 50 states and U.S. territories. She has led Wyoming’s tourism strategy since June 2003 and plans to retire at the end of 2025 after more than two decades in her role.
During Shober’s tenure, the budget for the Wyoming Office of Tourism increased from under $3 million per year to nearly $20 million annually. In 2024, direct visitor spending in Wyoming reached $4.9 billion with steady year-over-year increases.
Earlier this year, Shober received the Big WYO Award from Governor Mark Gordon on behalf of the Wyoming Hospitality and Travel Coalition (WHTC), recognizing her significant impact on Wyoming’s tourism sector.
She also serves on several boards including those for the Western States Tourism Policy Council, National Council of State Tourism Directors, Wyoming State Fair Board, and Wyoming Outdoor Recreation, Tourism and Hospitality Initiative. She played a key role in establishing degree programs at educational institutions across Wyoming aimed at developing a skilled workforce for tourism-related fields.
Shober was appointed to U.S. Travel Association’s Executive Board in 2024 and served on Brand USA’s inaugural board.
The other finalists for this year’s award were Anne Sayers from Wisconsin Department of Tourism and Sara Otte Coleman from North Dakota Department of Commerce.
Mike Mangeot, Commissioner of Kentucky Department of Tourism and Chair of National Council of State Tourism Directors, announced Shober as this year’s honoree.
The next ESTO conference will take place in Philadelphia from August 25-27, 2026.
U.S. Travel Association represents America’s $1.3 trillion travel industry through advocacy efforts and industry insights available at ustravel.org.
