Larry Woods, director of Visit Boerne, has announced his retirement after more than 50 years in the hospitality and tourism industry, including 17 years leading the organization. Woods’ career began at age 13 on the San Antonio River Walk and included executive roles with major 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.
Under Woods’ leadership, Visit Boerne transformed into a model for small- and mid-sized destination marketing organizations. 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. Woods’ influence extended across Texas, earning him the Destinations Texas (formerly TACVB) Marion Szurek Leadership Award in 2025, the Texas Travel Alliance Lifetime Achievement Award in 2021, and recognition by State Representative Kyle Biedermann in 2018 for 50 years of service.
Woods served as Chairman of the TACVB Board of Directors and advocated for professional development, strategic planning, and legislative awareness. He mentored leaders from more than 17 Texas cities, hosting training sessions on strategic planning, fair market share analysis, marketing implementation, budget development, Hotel Occupancy Tax processes, analytics acquisition, and effective presentations to city leadership. His willingness to share knowledge earned him a reputation as a trusted advisor 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’ leadership philosophy, grounded in integrity, mentorship, and forward-thinking strategy, has left an indelible mark on Visit Boerne and the broader Texas tourism community.
