Diane Shober

A native of the Cowboy State, Diane is the Executive Director for the Wyoming Office of Tourism, where she has led the state’s promotional efforts since June 2003. Growing up in Wyoming, Diane understands the importance of the travel and tourism industry in Wyoming. She has a firm grasp on how to strategically market the state’s natural wonders and Western hospitality. 

Diane has overseen the organization’s budget growth from less than $3 million to over $19 million. Under Diane's leadership, Wyoming has experienced a consistent increase in year-over-year visitor spending, significantly boosting the local economy. This growth in tourism has led to enhanced economic benefits for communities across the state, supporting local businesses, creating jobs, and generating additional tax revenue that funds essential public services. 

She continues to serve the industry and state, representing Wyoming on various boards, including the Western States Tourism Policy Council, the National Council of State Tourism Directors, the University of Wyoming College of Business Advisory Board, and the Wyoming State Fair Board. Diane also serves on the advisory board for the Wyoming Outdoor Recreation, Tourism and Hospitality (WORTH) Initiative, where she and others proudly led the establishment and funding of degree programs at the University of Wyoming and community colleges, aimed at building a skilled workforce for tomorrow. In 2024, Diane was appointed to the U.S. Travel Association Executive Board. The U.S. Travel Association is the national, non-profit organization representing the $1.2 trillion travel industry, an essential contributor to the nation's economy and success. Diane was also on the inaugural board for Brand USA and has served with numerous professional and civic organizations throughout her life.