Leadership Change at a Crossroads: Visit San Antonio CEO Exits Amid City’s Tourism Transformation

By Teresa Chavarria, River Walk Magazine

San Antonio’s hospitality and tourism engine is facing a pivotal moment. Marc Anderson, who served as President and CEO of Visit San Antonio, has officially exited the organization, leaving a vacancy in one of the city’s most influential economic development roles.

Anderson’s departure comes at a critical juncture as San Antonio rebounds from pandemic-era tourism challenges and aims to reposition itself as a globally competitive destination. As the city’s lead destination marketing organization, Visit San Antonio is tasked with driving millions of visitor impressions, conventions, hotel occupancy, and international awareness. The announcement now sets the stage for a national search for a new chief executive to lead the organization through its next phase of growth.

A Turning Point for Tourism

With the Alamo City’s rich cultural heritage, global culinary identity, and the world-famous River Walk, tourism is not just an industry—it’s an identity. As one of the top destinations in Texas, San Antonio depends on Visit San Antonio to craft compelling narratives, attract major events, and support the broader hospitality ecosystem. The CEO’s role is central to that mission.

“This isn’t just a personnel change. It’s a moment of reflection on where San Antonio wants to go next,” said one hospitality leader who asked to remain anonymous. “The new leader will need to be bold, strategic, and deeply connected to what makes this city unique.”

Challenges and Opportunities Ahead

Whoever steps into the role will inherit a mix of exciting opportunities and lingering challenges:

• Elevating San Antonio’s global profile while competing with other top-tier U.S. cities for conventions and international visitors.
• Partnering with the local business community to ensure tourism benefits are inclusive and spread throughout the city’s districts.
• Reimagining digital and international marketing strategies that reflect the city’s evolving brand—from history-rich to future-ready.

As conventions return, major sports and entertainment events grow, and downtown revitalization efforts gain steam, the next CEO of Visit San Antonio will be expected to lead with both vision and agility.

Local Stakeholders Are Watching

The decision is also likely to spark interest from within the San Antonio business and civic community. With growing momentum around global trade, expanded infrastructure, and renewed investment in the city’s cultural sectors, there is an appetite for a leader who can unify these threads into a compelling story for the world to see.

The city’s River Walk, Missions, culinary arts, and community-led events remain major draws—but stakeholders say it’s time to think bigger. As one industry partner put it, “We’re more than a tourist destination. We’re a global city in the making.”

A Call for Inclusive and Bold Leadership

As Visit San Antonio’s board begins its search, there’s growing interest in ensuring the next CEO is not only skilled but representative—someone who can reflect the diversity of San Antonio’s people, partner with community organizations, and attract emerging audiences.

The departure of Marc Anderson marks the end of a chapter—but more importantly, the beginning of a new one. The tourism industry has changed, and so has San Antonio. The next leader must bring a strategy that honors tradition while daring to innovate.

At this crossroads, the city has an opportunity to choose a leader who not only promotes San Antonio to the world—but transforms the very way the world sees it.

Teresa Chavarria is a contributing editor for River Walk Magazine and writes on tourism, culture, and regional business trends in South Texas.