Boerne tourism officials report steady annual gains, brief first-quarter dip and flooding-driven hotel surge

The Boerne Convention & Visitors Bureau board heard a tourism and marketing update that said the city posted steady annual gains in 2024, recorded a weaker first quarter in 2025, and saw a short-term surge in hotel occupancy after recent regional flooding drew evacuees and response crews.

At the meeting, board presenter Larry (board member/presenter) said Boerne’s 2024 year-end results included a 62.9% occupancy rate and an average daily rate of about $130.70, and that the destination "did very well" compared with competitors. He also told the board the first quarter of 2025 started "going backwards" industry-wide but that Boerne "did fairly well compared to our competitive set." Larry said that after last week’s flood response, most hotels filled quickly and that the impulse bookings should continue for a week or two.

The update condensed three categories of reporting — hotel performance (Smith Travel data), visitor traffic and Hill Country Mile (retail/dining) spending — and emphasized marketing activity and partnerships. Staff noted a fourth‑quarter 2024 fair‑market‑share figure of 5.97% with actual share of 7.93%, and a first‑quarter 2025 fair‑market share reported at 6.15% with a finish at 7.08% in the hospitality competitive set shown…