Director of Visit Boerne

"Visit Boerne is the marketing arm for Boerne, Texas."

Larry Woods

Who We Are

Visit Boerne is committed to sharing the Boerne experience, resulting in an increase in hotel revenues and positively impacting the local economy.


Our primary function is to promote the City of Boerne as The Premier Hill Country Destination by highlighting our Historic Hill Country Mile and our wide variety of overnight accommodations, uniquely upscale shops and restaurants, and our scenic parks and outdoor spaces.

Visit Boerne strategically markets Boerne through decisive advertising on various platforms, including: 

  • Print Media
  • Digital Advertising
  • E-Mail Marketing
  • Social Media
  • Influencer Advertising
  • Digital TV Advertising
  • Press Releases
  • Direct Sales


Visit Boerne's website,, is a gold-medal award-winning website that provides the visitor with a plethora of information on all things Boerne, including what to do, where to stay, and where to eat. Most importantly, it showcases the Hill Country Mile with our outstanding shopping and dining selections.


In 2017, Larry celebrated his 50th year in the tourism and hospitality industry. Starting at the age of 13, he has built a career predominately in the hotel and resort business, holding key positions with Marriott, Radisson, Sheraton, and La Mansion hotels, and with independently owned and operated hotels and resorts.

For 26 years of Larry’s career, he was sought after as one of the “turn around” experts in the industry, taking over non-performing or bankrupt hotel properties and turning them around. In 2008, Larry took over the position as Director of the Visit Boerne where he continually strives to promote Boerne as a hill country destination with a vibrant and growing tourism industry.

In 2017, Larry was presented with a “Resolution” by State Representative Kyle Biedermann and the State of Texas for his 50 years of service to the travel and tourism industry.

  • Texas Association of Convention and Visitors Bureaus - Board Member, 2019-Present
  • Texas Travel Industry Association – Board Member, 2013-2018.
  • Served on two legislative committees with TTIA relative to the travel industry during the 2017 legislative session.
  • Texas Travel Alliance – Currently serving on a legislative committee relative to the travel industry.
  • Nationwide Meetings Board Member, 2012-2018
  • Texas Hill Country Trail Region – Board Member, 2007-2019; Chair 2010-2012

More Resources

Visitor Guide
Boerne Video
Boerne for Families
Boerne for Couples
Say “Boerne”

About Larry

Larry is a native San Antonian who made his way to Boerne, TX in 1994, where he lives with his wife, Mary, of 44 years. He is an avid and accomplished musician and a supporter of the arts. Larry enjoys his job, loves Boerne, and says, “I’m having the time of my life.”  

To learn more about Boerne, visit our website at where you can find information, videos, blogs/News Flashes, our calendar of events, and much, much more.