Carl Wilgus Honored with Governor’s Lifetime Achievement in Recreation and Tourism Award
Tourism marketing award winners announced alongside inaugural Travel With Care Champion
From left: Lt. Gov. Scott Bedke, Carl Wilgus, recipient of the 2026 Governor’s Lifetime Achievement Award in Recreation and Tourism, Idaho Commerce Director Tom Kealey and Tourism and Marketing Administrator Jeremy Chase.
MOSCOW, Idaho – Oct. 28, 2026 – Lt. Gov. Scott Bedke presented Carl Wilgus, retired Idaho tourism director, the prestigious Governor’s Lifetime Achievement in Recreation and Tourism Award during an evening reception at the Idaho Conference on Recreation and Tourism in Moscow last week.
The ceremony also recognized outstanding tourism marketing across the state. Southwest Idaho Travel Association (SWITA) received the “Best Campaign Over $50,000” award, Twin Falls Area Chamber of Commerce earned “Best Campaign Less than $50,000,” and Visit Boise, was honored with the “Judges’ Choice” Award. In addition, the Lewis & Clark Trail Alliance was named the inaugural Travel With Care Champion for Lolo Reconnected, its volunteer-driven stewardship initiative.
“Idaho’s tourism industry is strong because of the people and organizations who invest their creativity in telling our story and caring for our places,” said Jeremy Chase, Idaho Department of Commerce Tourism & Marketing Administrator. “This year’s honorees celebrate that commitment in action.”
Wilgus served as the State of Idaho’s tourism director for 20 years, from 1987 to 2007, beginning under Gov. Cecil Andrus. His leadership, creativity and vision helped establish programs and partnerships that continue to benefit Idaho’s tourism industry today.
Wilgus began his career at the Sun Valley Co. as a ski instructor before moving into sales, marketing and public relations. He led efforts to promote the resort’s 50th anniversary and increased its media exposure by 150%.
As Idaho’s tourism director, Wilgus initiated IDAHOST, a hospitality training program in which more than 100,000 Idahoans enrolled. He also brought Idaho communities together to create the first Idaho Golf Trail, a promotional route linking six of the state’s notable resort golf courses. The effort created a new way to package and promote Idaho as a golf destination and later helped inspire the Idaho Whitewater Trail.
Among Wilgus’s most ambitious efforts was showcasing Idaho to international markets ahead of the 2002 Olympic Winter Games in Salt Lake City, a strategy that generated more than $100 million in economic impact for Idaho. A respected national industry leader, he held board and leadership roles with the National Council of State Travel Directors, Rocky Mountain International, the Travel Industry Association of America and the Western States Tourism Policy Council. In 2005, he was named State Tourism Director of the Year by the U.S. Travel Association.
Wilgus later left Idaho to serve as president and CEO of the Pocono Mountains Visitors Bureau from 2008 to 2017. He has since returned to Idaho in retirement.
“Carl Wilgus helped shape how the world sees Idaho, and his work built the foundation our tourism industry still stands on. From training a generation of Idahoans in hospitality to bringing Idaho to international travelers, his vision and creativity continue to benefit our state.” said Gov. Brad Little.
Travel With Care Champion Award
The Lewis & Clark Trail Alliance was named the inaugural Travel With Care Champion for Lolo Reconnected, a volunteer-driven stewardship initiative restoring the historic Lolo Trail in the Nez Perce-Clearwater National Forest. More than 40 volunteers contributed over 700 hours to clearing downed trees, restoring trail corridors, rebuilding interpretive signage and improving visitor access along the historic route. The award recognizes a community organization, business or destination that puts Visit Idaho’s Travel With Care values into action by protecting Idaho’s outdoor spaces, encouraging thoughtful and safe travel and fostering a welcoming environment. Learn more at visitidaho.org/travel-with-care.
Images from the reception and awards ceremony are available HERE.
Visit Idaho
Visit Idaho inspires travelers to explore experiences shaped by terrain, season and spirit. A contrast of rugged, forested peaks and wide-open high desert blends with whitewater rafting, unforgettable road trips, culinary experiences rooted in local agriculture, and the history and culture true to Western heritage. Travel here is guided by respect—for the land, the communities and everyone who shares them—so these places endure for generations. Visit Idaho is committed to growing the state’s economy through targeted, impactful promotions that benefit communities of all sizes. Learn more about the Power of Idaho Tourism at industry.visitidaho.org. Start your travel adventure at visitidaho.org.
ICORT
The Idaho Conference on Recreation and Tourism (ICORT) is the premier annual gathering of tourism professionals, destination marketing organizations, and community leaders in Idaho. Hosted by Visit Idaho, ICORT provides education, networking, and recognition for the people and organizations driving the state’s third largest industry.