Celebrating the 2025 BIG WYO Award Winner: Diane Shober
The Wyoming Hospitality and Travel Coalition (WHTC) is thrilled to announce that Wyoming Office of Tourism Executive Director Diane Shober was recognized as the 2025 Big WYO Award winner at the Governor’s Tourism Conference this week.
Shober, who has championed Wyoming and its tourism sector for several decades, was highlighted by industry peers and Governors Gordon, Mead and Freudenthal for exemplary dedication to Wyoming’s second-biggest industry.
Under Diane’s leadership, Wyoming’s tourism sector has experienced historic growth, strengthened its national and international presence, and reinforced its position as a cornerstone of the state’s economy.
“Diane’s visionary and passionate leadership has elevated Wyoming as a premier travel destination across America and globally. Her unwavering commitment to promoting the Cowboy State’s natural beauty, cultural heritage and Western hospitality has supported local businesses, jobs and communities,” says WHTC Executive Director Chris Brown. “Her incredible passion has reflected what everyone in Wyoming already knows – that our state has an abundance of beauty and the people that make this state the best place to live and visit.”
Tourism is Wyoming’s second-largest industry, generating billions of dollars in economic impact each year and supporting more than 30,000 jobs across the state. Shober has been instrumental in launching key initiatives such as the successful “That’s WY” branding campaign, strengthening marketing efforts through digital innovation, and forging strategic partnerships that have positioned Wyoming as a must-visit destination for domestic and international travelers.
She has worked tirelessly to ensure that large and small businesses benefit from a thriving visitor economy. Her leadership has also fostered collaboration between state agencies, local businesses, and industry stakeholders, creating a unified vision for the future of Wyoming tourism.
“It has been an incredible privilege to serve Wyoming’s tourism industry and to work alongside such passionate and dedicated professionals,” says Diane Shober. “Tourism is more than just an economic driver; it’s about sharing Wyoming’s incredible landscapes, history, and communities with the world. I am honored to receive this award and work with so many to shine a light on our great state.”
The Big WYO Award is given annually at the Wyoming Governor’s Hospitality & Tourism Convention to someone who has done an outstanding job promoting hospitality and tourism in Wyoming.
