Boerne tourism staff report mixed Q2 performance, shift to "visitor days" and targeted ad tactics

Boerne tourism staff presented second-quarter performance metrics for April through June 2025 and recommended changing how the bureau measures visitation, saying recent changes in DataFis modeling have raised reported trip counts and can obscure overnight hotel demand.

Presenter, a staff member, told the board the bureaus fair market share was 5.84 for the quarter and the destination achieved roughly 6.07, with occupancy at 58.86 percent for the same period, down from the previous year but higher than peer markets in the competitive set. "We're gonna remove all of the 1 day trips out of this data," the Presenter said, explaining the change is intended to isolate overnight hotel stays from one-day local visits.

The nut graf: staff said the DataFi platform altered how it aggregates visits (removing "gap days" that previously consolidated separate visits into a single trip), producing a year-over-year increase in reported…