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 destination marketing organization. His departure marks the end of an era that saw Boerne surpass $1 million in annual Hotel Occupancy Tax collections for the first time and maintained full operations during the COVID-19 pandemic.
Woods began his career at age 13 on the San Antonio River Walk and held executive roles with major brands such as La Mansion Hotels, Hershey, Sheraton, Marriott, and Radisson. His strategic expertise guided organizations through growth and transition before he entered destination marketing.
Under Woods' leadership, Visit Boerne became a model for small- and mid-sized DMOs. His impact extended beyond Boerne; he mentored leaders from more than 17 Texas cities, hosting training sessions on strategic planning, fair market share analysis, and budget development. His willingness to share knowledge earned him a reputation as a trusted advisor, particularly for emerging DMOs.
Woods' statewide influence was recognized with the Destinations Texas (formerly TACVB) Marion Szurek Leadership Award in 2025, the Texas Travel Alliance Lifetime Achievement Award in 2021, and a 2018 recognition by State Representative Kyle Biedermann for 50 years of service. He served as Chairman of the TACVB Board of Directors, advocating for professional development and legislative awareness.
"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."
Woods' legacy includes a focus on data-driven strategy and empowering the next generation. His retirement signals a transition for Visit Boerne, but his mentorship has built a foundation for continued growth. The organization remains a key player in Texas tourism, thanks to Wood's leadership and the frameworks he established.
