Houston remains top market for Hill Country tourism initiatives

The Visit Boerne Advisory Board convened on July 10, 2025, to discuss various topics related to tourism and marketing strategies for the city. The meeting began with a brief overview of upcoming meetings and a reminder about the scheduled ethics training set for the following week.

A significant portion of the discussion focused on the sources of visitors to Boerne, with Houston identified as the top market. Board members noted that Houston's proximity and the city's appeal to residents there have historically driven a substantial amount of tourism. The conversation highlighted that Houston has consistently represented a significant portion of Boerne's business, with marketing efforts in the area yielding positive results.

The board also discussed the shifting dynamics of visitor demographics, noting that Dallas-Fort Worth has overtaken Austin as the second-largest source of visitors. This change prompted discussions about potential advertising strategies to attract visitors from other regions, including the Valley and Corpus Christi. Members expressed interest in exploring cost-effective advertising options, such as local newspapers, to reach these markets.

Additionally, the board acknowledged the resurgence of visitors from Mexico, particularly from Laredo, and discussed potential outreach to larger Mexican cities like Mexico City and Guadalajara. A member shared insights from a colleague in San Antonio, who could assist in tapping into these markets.

The meeting concluded with a focus on ongoing efforts to enhance Boerne's tourism appeal, including the success of local hotels and the need for continuous innovation in marketing strategies. The board emphasized the importance of staying proactive in attracting visitors and adapting to changing market conditions.