Larry Woods announced his retirement as Director of Visit Boerne after 17 years leading the organization and more than 50 years in the hospitality and tourism industry. His departure marks the end of a career that transformed both local tourism economics and professional standards across Texas destination marketing organizations.
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 before entering destination marketing. His strategic expertise and ability to guide organizations through growth periods established his reputation as a results-driven leader long before he joined Visit Boerne.
Under Woods' leadership, Visit Boerne became a model for small- and mid-sized destination marketing organizations. The city achieved a significant milestone by surpassing $1 million in annual Hotel Occupancy Tax collections for the first time in its history during his tenure. Even during the unprecedented challenges of the COVID-19 pandemic, Visit Boerne remained fully operational, and Boerne's hotel sector demonstrated remarkable resilience under his steady guidance.
Woods' influence extended far beyond local success to impact tourism standards statewide. His commitment to excellence and mentorship was formally recognized by Destinations Texas through the prestigious Marion Szurek Leadership Award in 2025, honoring his exceptional leadership, ethical standards, and dedication to advancing the tourism industry. He previously received the Texas Travel Alliance Lifetime Achievement Award in 2021 in recognition of his decades of service and impact, 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 operating as Destinations Texas, Woods has been a strong advocate for professional development, strategic planning, and legislative awareness within the tourism industry. He consistently championed education and collaboration as the foundation for sustainable destination growth throughout his career.
Over recent years, 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 destination marketing organizations.
"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 as he concludes a career spanning more than five decades.
