Larry Woods, the director of Visit Boerne, has announced his retirement after more than 50 years in the hospitality and tourism industry, including 17 years at the helm of the Boerne destination marketing organization. His departure marks the end of an era for Texas tourism, where his leadership, mentorship, and strategic vision have left an indelible mark on the industry.
Woods began his career at age 13 on the San Antonio River Walk and later held executive roles with major hospitality brands such as La Mansion Hotels, Hershey, Sheraton, Marriott, and Radisson. Known for his strategic expertise, he built a reputation as a results-driven leader before entering destination marketing. Since joining Visit Boerne, Woods transformed the organization into a model for small- and mid-sized DMOs. Under his leadership, Boerne surpassed $1 million in annual Hotel Occupancy Tax collections for the first time. During the COVID-19 pandemic, Visit Boerne remained fully operational, and the city's hotel sector demonstrated resilience under his guidance.
Woods' influence extended statewide. 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. In 2021, he received the Texas Travel Alliance Lifetime Achievement Award, and in 2018, he was recognized by State Representative Kyle Biedermann for 50 years of service. A former chairman of the TACVB Board of Directors, Woods has been a strong advocate for professional development and legislative awareness.
Over the past several years, Woods has personally mentored leaders from more than 17 Texas cities, hosting hands-on training sessions on strategic planning, fair market share analysis, marketing implementation, budget development, and Hotel Occupancy Tax processes. His willingness to share knowledge has made him a trusted advisor, particularly to 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,' said Woods. 'The future of our industry is bright because of the collaboration, innovation, and resilience I see in destination leaders every day.'
Woods' retirement leaves a legacy of integrity, mentorship, and forward-thinking strategy that has shaped Visit Boerne and the broader Texas tourism community. His impact will be felt for years to come as the next generation of leaders builds on the foundation he helped establish.
