Boerne is Texas’ only finalist for Hallmark’s Merriest Christmas Town

BOERNE, Texas - As Fall approaches, Christmas can come early for one Central Texas city.

Boerne for Hallmark’s Merriest Christmas Town

What we know:

Boerne, Texas, just northeast of San Antonio, is the lone Texas town among 25 finalists nationwide competing to be named Hallmark Channel’s 2026 Merriest Christmas Town, a designation that could bring more than holiday bragging rights.

The contest’s winning community will have the opportunity to serve as a filming location for a Hallmark movie.

Hallmark says the 25 finalists were selected for bringing the Christmas spirit to life through traditions, celebrations and a strong sense of community. The list includes communities from across the country, with one finalist from each state represented.

Local perspective:

Boerne was nominated by members of the community who believed the city represented what the Merriest Christmas Town should be, according to Chris Shadrock, Boerne’s director of communications and civic engagement.

"Boerne was nominated by members of our community who felt it was a great example of what a Merriest Christmas Town should be, and I think that speaks volumes about what makes this recognition special," Shadrock said.

Christmas spirit of Boerne

Dig deeper:

In Boerne, the historic downtown and Hill Country Mile are at the center of the city’s holiday celebrations. Hallmark’s contest entry describes downtown storefronts covered with garlands, wreaths and white lights and highlights the town’s holiday traditions and community involvement.

Shadrock said the community itself is what sets Boerne apart.

"What sets Boerne apart is the genuine sense of community folks experience here," Shadrock said. "Whether you’ve been visiting for five minutes or your family has called Boerne home for five generations, the Hill Country Mile is a welcoming place where people can quickly feel a connection."

Boerne’s Hallmark contest entry similarly emphasizes the role local businesses, neighbors and volunteers play in creating the town’s Christmas atmosphere. It describes a holiday season built around community gatherings, shopping, markets and other events rather than simply decorations.

What they're saying:

Shadrock said winning the contest could introduce Boerne to a larger national audience while providing additional exposure for businesses and the city’s tourism industry.

"Winning would provide an incredible opportunity to introduce Boerne to an even wider audience and showcase our local businesses, traditions and people," Shadrock said.

He added that having Boerne serve as the setting for a Hallmark movie would offer another way to showcase a community where life can move a little slower and where, he said, a strong sense of community remains part of everyday life.

How to vote

What you can do:

The public can vote HERE once per day through Friday, Sept. 4, for the town that best captures what Hallmark describes as the "heart, wonder, and magic" of the holiday season. 

Voters must provide an email address and verify it once for their selections to count.

After public voting closes, a panel of judges will evaluate the finalists based on community spirit, holiday traditions, neighborhood charm and goodwill before selecting the winner.

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