A Titan of Texas Tourism: Larry Woods Bids Adieu After a Storied Career

The Legacy of Leadership

On a quiet morning in Boerne, Texas, a chapter closed in the history of Texas tourism. Larry Woods, the esteemed Director of Visit Boerne, announced his retirement after dedicating more than five decades of his life to the hospitality and tourism sector. Beginning his illustrious career at the tender age of 13 on the vibrant San Antonio River Walk, Woods' journey through the industry is nothing short of remarkable. His tenure included executive roles with lauded hospitality brands such as La Mansion Hotels, Hershey, Sheraton, Marriott, and Radisson, culminating in 17 transformative years at the helm of Visit Boerne.

Under Woods' stewardship, Visit Boerne emerged as a paragon among small- and mid-sized destination marketing organizations (DMOs). His strategic acumen propelled the organization to surpass the $1 million mark in annual Hotel Occupancy Tax collections for the first time, a testament to his vision and leadership. Even amidst the unprecedented challenges posed by the COVID-19 pandemic, Woods' guidance ensured the resilience and continuous operation of Boerne's hotel sector.

Statewide Recognition and Influence

The impact of Woods' career extends far beyond the city limits of Boerne. Throughout Texas, his commitment to excellence, mentorship, and leadership has been formally recognized. In 2025, Woods was the recipient of the prestigious Marion Szurek Leadership Award from Destinations Texas (formerly TACVB), celebrating his exceptional leadership and ethical standards. Additionally, the Texas Travel Alliance honored him with the Lifetime Achievement Award in 2021, acknowledging his decades of service and impact on the industry. His commitment was also celebrated by State Representative Kyle Biedermann in 2018, marking 50 years of dedication to the hospitality and tourism industry.

As a former Chairman of the TACVB Board of Directors, now Destinations Texas, Woods has been a fervent advocate for professional development, strategic planning, and legislative awareness within the tourism sector. His emphasis on education and collaboration has fostered sustainable destination growth, making him a revered figure among his peers.

Mentorship and Forward Thinking

Woods' willingness to share his knowledge has made him a trusted advisor, especially to small and emerging DMOs. Over the years, he has mentored leaders from more than 17 Texas cities, imparting wisdom on strategic planning, marketing, budget development, and effective communication with city leadership. His approach to mentorship underscores a belief in the power of education and collaboration to elevate the tourism industry.

"It has been the honor of my life to serve the tourism industry and to work alongside so many dedicated professionals across Texas," Woods reflected. His departure signals the end of an era but also the beginning of a new chapter for Texas tourism, one that will continue to be shaped by the standards of excellence, innovation, and resilience he championed.

As Woods steps into retirement, his legacy of empowering the next generation of tourism professionals endures. His philosophy, grounded in integrity, mentorship, and strategic foresight, will remain a guiding light for Visit Boerne and the broader Texas tourism community. For inquiries and further information, Jeanette Teague, Assistant Director of Visit Boerne, can be reached at Email Contact.