THLA Honors Larry Woods with 2026 Lifetime Achievement Award

HORSESHOE BAY, TEXAS — The Texas Hotel & Lodging Association (THLA) proudly recognized Larry Woods, CEO of Visit Boerne, with the 2026 THLA Lifetime Achievement Award during its Board of Directors Meeting held June 9, 2026, at Horseshoe Bay Resort.

The award recognizes Woods’ extraordinary contributions to Texas tourism, destination marketing, and the hospitality industry over a distinguished career spanning more than five decades.

Woods becomes the first destination marketing organization (DMO) executive to receive THLA’s Lifetime Achievement Award, recognizing not only his professional accomplishments but also his lasting impact on communities, colleagues, and the Texas tourism industry.

“Larry Woods exemplifies the spirit of leadership, service, and collaboration that has strengthened Texas hospitality for generations,” said Scott Joslove, President and CEO of the Texas Hotel & Lodging Association. “His influence extends far beyond Boerne, touching destinations and hospitality professionals throughout Texas.”

Woods began his hospitality journey at age 13, working in his family’s river barge business on the famed San Antonio River Walk. He later spent 28 years in the hotel industry, holding leadership positions including Sales Manager and Vice President of Corporate Sales and Marketing for La Mansión Hotels, as well as General Manager and Vice President of Marketing for Tapatio Springs Resort and Conference Center.

For the past 17 years, Woods has served as CEO of Visit Boerne, where he has helped position the city as one of Texas’ premier tourism destinations while fostering strong relationships with local lodging operators, businesses, and community stakeholders.

Throughout his career, Woods has received numerous honors, including the Marion Szurek Leadership Award from Destinations Texas, a Lifetime Achievement Award from the Texas Travel Alliance, and recognition from the Texas Legislature for his service to the hospitality industry.

His impact on THLA has been equally significant. Woods played a key role in expanding destination marketing organization representation on the THLA Board of Directors, helping create dedicated board positions representing large, medium, and small DMOs across Texas. He also helped establish specialized legislative briefings that have strengthened engagement between destination organizations and the lodging industry on critical public policy issues.

Perhaps most remarkable is Woods’ commitment to mentoring others. Despite the demands of leading a destination organization, he has volunteered countless hours assisting tourism professionals and destination leaders in communities across Texas. His

guidance has supported strategic planning, budgeting, marketing, sales development, tourism promotion, analytics, and organizational growth for more than 17 cities, including Lufkin, Dripping Springs, Wimberley, Pearland, Mineral Wells, Stephenville, Balch Springs, and Glen Rose.

“Many would view neighboring destinations as competitors,” said Joslove. “Larry viewed them as colleagues deserving of support, encouragement, and mentorship. His generosity of spirit has helped strengthen tourism across the entire state.”

Colleagues throughout Texas consistently describe Woods as a trusted advisor, strategic thinker, and dedicated advocate for hospitality and tourism. His willingness to share knowledge and invest in the success of others has made him one of the industry’s most respected leaders.

THLA was also pleased to recognize Larry’s wife of more than 50 years, Mary Woods, whose support has accompanied his remarkable career of service and leadership.

As Woods accepts this prestigious honor, his legacy continues to be reflected in the destinations he has helped build, the professionals he has mentored, and the countless individuals whose careers have been positively influenced by his leadership.

About the Texas Hotel & Lodging Association

The Texas Hotel & Lodging Association is the largest state lodging association in the nation, representing hotels, motels, destination marketing organizations, and hospitality industry partners across Texas. THLA serves as the leading voice for the Texas lodging industry through advocacy, education, workforce development, and industry engagement.

Media Contact: Scott Joslove, President & CEO Texas Hotel & Lodging Association

[512-474-2996] [sjoslove@texaslodging.com]