The recognition just keeps coming for Wyoming’s Diane Shober, bubbly personality and all.

Shober has been selected the 2025 State Tourism Director of the Year by a national group of industry peers. That makes her the top tourism director in all of America, a high note to hit before she retires at the end of 2025.

While Wyoming’s spotlight might come as a surprise nationally, it’s not too surprising in the Cowboy State, where Shober has been praised by past and present governors, business owners and even one of Wyoming’s best-selling authors for helping marshal the state’s many attractive qualities and attractions together into a marketing movement that has helped make tourism one of the state’s top industries.

She helped lead an effort to pass a lodging tax to perpetually fund tourism a

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