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 for Boerne and the broader Texas tourism community, where his mentorship and strategic leadership have left a lasting imprint.
Woods began his career at age 13 on the San Antonio River Walk and later held executive roles with major hospitality brands including 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 destination marketing organizations (DMOs). Under his leadership, Boerne surpassed the $1 million mark in annual Hotel Occupancy Tax collections for the first time. Even 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 prestigious 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 was recognized by State Representative Kyle Biedermann for 50 years of commitment to the industry.
A former Chairman of the TACVB Board of Directors, Woods has been a strong advocate for professional development and legislative awareness. He 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, 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, 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."
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.
