While Grapevine is consistently billed as the Christmas capital of Texas – it looks like a Texas Hill Country town is looking to take the title.
The picturesque town of Boerne, Texas, has officially been selected as one of 25 finalists in the Hallmark Channel’s 2026 Merriest Christmas Town contest—and it’s the only Texas town to make the cut!
Known as Hallmark’s ultimate Christmas-town round-up, the contest highlights communities across the country that perfectly encapsulate the warmth, visual magic, and festive spirit we all know and love from the network’s legendary holiday movie lineup. Boerne is currently going toe-to-toe with 24 other towns across the U.S., from Cape May, New Jersey, to Leavenworth, Washington.
Located about a four-hour drive from Dallas, Boerne is already a beloved weekend getaway for Texans in the know. Tucked right into the state’s beautiful creek-and-cave landscapes, the town is famous for its rich German-Texan heritage and walkable historic center. But when winter rolls around, the city kicks things into a whole new gear.
Why Boerne is So Magical
The town’s crown jewel of the season is Dickens on Main, a massive weekend celebration that turns the historic downtown into a bustling Victorian-inspired winter wonderland. Visitors can expect spectacular light displays, costumed performers, live music, local food vendors, and a whole lot of holiday shopping—all capped off with enchanting flurries of artificial snow.
But the celebrations don’t stop there. The season also boasts the Weihnachts Weekend and Parade, a massive community spectacle featuring over 100 illuminated floats and marching bands traveling down Main Street. Later in the month, families can enjoy Kinder Fest, which features an adorable Cookie Crawl, a Santa Scavenger Hunt, and a heavily Texas-themed Cowboy Christmas Market.
Even the Hallmark Channel itself is swooning over the Hill Country gem. In a recent statement about Boerne’s nomination, the network shared:
“The heart of the celebration is the historic Hill Country Mile, where every storefront sparkles with garlands, wreaths, and thousands of white lights,” Hallmark writes.
“As evening falls, the streets glow softly beneath the oak trees, and the air fills with the sounds of carolers, laughter, and holiday cheer. Strolling through downtown with a cup of hot cocoa in hand feels like stepping into a classic Christmas movie“.
“Boerne does not try to be the biggest Christmas destination. Instead, it succeeds by being one of the most heartfelt. Every decorated storefront, every carol sung, every volunteer, and every smiling face helps create an atmosphere that feels warm, welcoming, and wonderfully festive”.
The stakes are incredibly high! If Boerne takes home the grand prize, it will officially be crowned “Hallmark’s Merriest Christmas Town” and, most excitingly, earn the chance to become a filming location for a future Hallmark holiday production.
Dallas, it’s time to show some Texas pride and help them bring home the crown.Public voting is open daily now through September 4. Along with the public vote, judges will evaluate the town’s neighborhood character, local participation, and overall holiday cheer.
The grand prize winner is expected to be announced right around Halloween on October 31—giving us all plenty of time to plan a December road trip!
