Visit Boerne Director Larry Woods has announced his retirement after more than 50 years in the hospitality and tourism industry, including 17 years at the helm of the city's destination marketing organization. Woods' career, which began at age 13 on the San Antonio River Walk, has left an indelible mark on Texas tourism through his leadership, mentorship, and strategic vision.
Under Woods' guidance, Visit Boerne became a model for small- and mid-sized destination marketing organizations (DMOs). He led the organization to surpass $1 million in annual Hotel Occupancy Tax collections for the first time, and during the COVID-19 pandemic, Visit Boerne remained fully operational, demonstrating resilience under his steady leadership.
Woods' influence extended beyond Boerne. He was honored by Destinations Texas (formerly TACVB) with the Marion Szurek Leadership Award in 2025, recognizing his exceptional leadership and dedication to advancing tourism statewide. In 2021, he received the Texas Travel Alliance Lifetime Achievement Award, and in 2018, State Representative Kyle Biedermann recognized him for 50 years of commitment to the industry.
A former chairman of the TACVB Board of Directors (now Destinations Texas), Woods championed professional development, strategic planning, and legislative awareness. He personally mentored leaders from more than 17 Texas cities, hosting hands-on training sessions on strategic planning, budget development, Hotel Occupancy Tax processes, and analytics acquisition. His willingness to share knowledge earned him a reputation as a trusted advisor, particularly for small and emerging DMOs.
"It has been the honor of my life to serve the tourism industry and to work alongside so many dedicated professionals across Texas," Woods said. "The future of our industry is bright because of the collaboration, innovation, and resilience I see in destination leaders every day."
Throughout his tenure, Woods remained committed to elevating industry standards, embracing data-driven strategy, and empowering the next generation of tourism professionals. His leadership philosophy—grounded in integrity, mentorship, and forward-thinking strategy—has left an indelible mark on Visit Boerne and the broader Texas tourism community.
