Larry Woods, Director of Visit Boerne, announced his retirement after more than 50 years in the hospitality and tourism industry, including 17 years leading the Boerne destination marketing organization. His departure marks the end of a career characterized by strategic leadership, mentorship, and significant contributions to tourism development across Texas.
Woods began his career at age 13 on the San Antonio River Walk and progressed through executive roles with major hospitality brands including La Mansion Hotels, Hershey, Sheraton, Marriott, and Radisson. His reputation as a results-driven leader preceded his entry into destination marketing, where he applied his strategic expertise to guide organizations through growth and transition.
Under Woods' leadership, Visit Boerne transformed into a model for small- and mid-sized destination marketing organizations. A key achievement was Boerne surpassing the $1 million mark in annual Hotel Occupancy Tax collections for the first time in its history. Even during the COVID-19 pandemic, Visit Boerne remained fully operational, and the city's hotel sector demonstrated resilience under his steady guidance.
Woods' influence extended well beyond local success to statewide impact. His commitment to excellence and mentorship was formally recognized by Destinations Texas (formerly TACVB) through the prestigious Marion Szurek Leadership Award in 2025, honoring his exceptional leadership, ethical standards, and dedication to advancing the tourism industry statewide. He also received the Texas Travel Alliance Lifetime Achievement Award in 2021 and was recognized by State Representative Kyle Biedermann in 2018 for 50 years of commitment to hospitality and tourism.
As a former Chairman of the TACVB Board of Directors (now Destinations Texas), Woods advocated for professional development, strategic planning, and legislative awareness within the tourism industry. He consistently championed education and collaboration as foundations for sustainable destination growth.
Woods personally mentored leaders from more than 17 Texas cities, hosting hands-on training sessions focused 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 openly earned him a reputation as a trusted advisor and generous industry partner, 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.
