After more than 50 years in the hospitality and tourism industry, including 17 years as Director of Visit Boerne, Larry Woods announced his retirement, leaving behind a legacy of mentorship, leadership, and statewide impact that has shaped destination marketing across Texas. Woods began his career at age 13 on the San Antonio River Walk and went on to hold executive leadership roles with major hospitality brands including La Mansion Hotels, Hershey, Sheraton, Marriott, and Radisson. Known for his strategic expertise and ability to guide organizations through growth and transition, he built a reputation as a results-driven leader long before entering the destination marketing arena.
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 in its history. Even during the unprecedented challenges of the COVID-19 pandemic, Visit Boerne remained fully operational, and the city’s hotel sector demonstrated resilience under his steady guidance. This achievement underscores the importance of strategic management in tourism, particularly for smaller destinations seeking to compete with larger markets.
Woods’ influence extended across Texas. He 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. In addition, he received the Texas Travel Alliance Lifetime Achievement Award in 2021, and in 2018 was recognized by State Representative Kyle Biedermann for 50 years of commitment to the hospitality and tourism industry. These honors highlight the broader significance of his work, as he helped set standards for destination marketing that benefit communities across the state.
A former Chairman of the TACVB Board of Directors, Woods has been a strong advocate for professional development, strategic planning, and legislative awareness within the tourism industry. Over the past several years, he 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." His retirement marks the end of an era for Visit Boerne, but his impact will continue through the many professionals he mentored and the strategic frameworks he established. Woods’ legacy serves as a reminder of how individual leadership can elevate an entire industry, particularly in regions where tourism is a vital economic driver. As Texas tourism evolves, the foundations he helped build will remain integral to its success.
