Diane Shober
Executive Director, Wyoming Office of Tourism

“Do what you love and love what you do.” With a passion and zest for all things Wyoming, Diane, has found the perfect opportunity to live out her mantra in her role as Tourism Executive Director for the State of Wyoming, a position she has held since June 2003.

During her tenure, Diane has expanded the state’s tourism promotion efforts on all levels. Utilizing her innate leadership talents and expertise in tourism and marketing, Diane has elevated the visibility and value of tourism on Wyoming’s economy and in turn, has watched the tourism marketing budget increase by more than 100%. Home to Yellowstone and Grand Teton National Parks, wide open spaces and the American cowboy, Wyoming is the Rocky Mountain destination of choice. With over 8 million visitors annually, tourism is the state’s second largest industry, generating over $3 billion in economic impacts and over 30,000 jobs for Wyoming residents. Prior to her current post, Diane has worked in nearly all aspects of the travel and tourism industry, including hotel sales, event marketing and management, facility management, arts and non-profit, government relations and association management.

Diane represents Wyoming on the boards of the Western States Tourism Policy Council, the National Council of State Tourism Directors, the U.S. Travel Association and is one of only two state tourism directors to serve on the board of Brand USA. Diane is a founding member of Deeply Rooted Productions; a Chicago based professional touring dance theatre and also serves on the Board of Directors for Cheyenne Frontier Days and the University of Wyoming College of Business Advisory Board. In August of 2012, Diane was named “State Tourism Director of the Year” by the National Council of State Tourism Directors.

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