Christmas comes but once a year ... or twice, maybe, if you’re named Merriest Christmas Town in the United States..
Boerne is one of 25 finalists nationwide — and the lone Texas entry — in the Hallmark Channel’s “2026 Merriest Christmas Town" contest.
The public can vote — at https://merriestchristmastownscontest.hallmarkchannel.com/vote/04 — for Boerne as “the town that best captures the heart, wonder, and magic of the holiday season” once a day through Friday, Sept. 4.
Once voting closes, a panel of judges will evaluate each finalist town and select a winner based on community spirit, holiday traditions, neighborhood charm and goodwill. The winning town will be named Hallmark’s Merriest Christmas Town and receive the opportunity to serve as a filming location for a Hallmark movie.
“What makes Christmas in Boerne so special is that it’s truly a community effort,” Visit Boerne Marketing Specialist Tori Bellos said. “Our role is to help visitors discover everything that makes Boerne unique while making sure our local businesses have the information and resources they need to welcome them.”
The recognition highlights what residents and visitors have long known: During the holiday season, Boerne’s combination of small-town charm, community traditions, and festive events can make a stroll through downtown feel like stepping into a movie.
“At the center of the celebration are the people who are part of our wonderful community,” Mayor Frank Ritchie said. “That sense of community is what has helped Boerne build a reputation as a Texas Hill Country destination throughout the holiday season.”
Among Boerne’s signature traditions is Dickens on Main, which transforms downtown during Thanksgiving weekend with live entertainment, holiday activities, and Victorian-inspired characters and decorations.
The celebration continues throughout the holiday season with Weihnachts Weekend, including the annual nighttime Weihnachts Parade, Kinder Fest, holiday markets, shopping events, and other festivities throughout December.
Boerne’s selection is about more than lights, decorations, and events.
“It is no mystery, a key component of the community’s Christmas celebration are the local businesses, volunteers, organizations and residents who help bring the season to life each year,” said Kim Blohm, Greater Boerne Chamber of Commerce president/CEO. “Our small business owners welcome visitors, neighbors share longtime traditions, and families gather along Main Street to create the kind of personal, small-town experience that has become synonymous with Boerne.”
Boerne doesn’t try to be the biggest holiday destination. Instead, the community has built its seasonal traditions around what makes Boerne special year-round: its historic downtown, locally owned businesses, Hill Country setting, and a welcoming spirit that invites visitors to feel like part of the community.
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