TravelTexas.com has wrapped its 2026 Australia Sales Mission, delivering a multi-city trade roadshow and a high-profile chef led activation that had Sydney’s food and travel world talking – and eating – Texas.
Running from late April through early May, the mission took the Travel Texas delegation through Brisbane, Sydney and Melbourne, connecting with over 250 travel agents, wholesalers and industry partners across dedicated roadshow events, product training sessions.
Travel Texas was joined throughout by destination partners Visit Dallas, Fredericksburg Convention & Visitor Bureau, Grapevine Convention & Visitors Bureau and Visit Austin, along with airline partner American Airlines, giving agents up-to-date product, access and itinerary insights across the full breadth of the Lone Star State.
The Sydney leg was brought to life by a VIP trade and media night launching Texas BBQ: Pitmasters, a four-day collaboration between Firedoor’s Lennox Hastie and Austin pitmaster Kareem “KG” El-Ghayesh, the self-described Egyptian Cowboy making his first-ever visit to Australia. Across one weekend, boots, hats and two-stepping took over Sydney Brewery Rozelle, as it was transformed into a celebration of Texas BBQ, long table Honky Tonk feasts with live music, a sell-out Brisket 101 Masterclass, a free Saturday Social open to the public, and an intimate five-course finale dinner at Firedoor.
For attending trade and media, the evening offered an exclusive taste of Texas, from wagyu brisket and za’atar & pomegranate glazed pork ribs to Tito’s handmade vodka cocktails and the specially brewed Firedoor x Sydney Brewery BBQ Brew, before the event opened its doors to the Sydney public for the remainder of the weekend.
The mission opened in Brisbane, where Travel Texas hosted the first of its dedicated agent evenings, before moving to Sydney where the trade program ran at full pace – targeted training with key partners, wholesale and OTA briefings, and airline sessions with Qantas and American Airlines focused on routing options and seasonal opportunities. Melbourne brought the roadshow to a close, completing a program that touched every major Australian gateway market.
The activation reinforced Texas’ growing reputation as a globally recognised food destination, particularly following the arrival of the Michelin Guide to Texas in 2024 and increasing Australian appetite for food led travel experiences – from chef‑led dining in Grapevine, to Dallas’ blend of Texan flavours with international cultures and contemporary dining scene, Austin’s world‑famous live‑fire barbecue and food truck culture along with Fredericksburg’s German heritage cuisine and farm‑to‑table dining.
Tommy Woods, International Marketing Manager at Travel Texas, said the mission was a pivotal opportunity to reinforce Texas’ momentum in the Australian market.
“Australia is one of our most important and most exciting international markets right now. While visitation to many US destinations has softened, Texas is bucking the trend and is consistently punching above its weight with Australian travellers – with Australia jumping to be the third international source market,” said Woods.
“This mission was about backing that momentum with real trade investment and the response from agents across Brisbane, Sydney and Melbourne has been outstanding. The Firedoor collaboration gave us a powerful way to bring the destination to life, when you sit down to Texas brisket cooked by two of the world’s best live-fire chefs, Texas stops being a destination on a brochure and starts being somewhere you have to go.”
American Airlines’ direct services to Dallas-Fort Worth, including year-round flights from Sydney and Melbourne and seasonal Brisbane–Dallas services, mean Texas remains one of the most accessible US gateways for Australian travellers, a point reinforced throughout agent conversations across all three cities.
Travel Texas will continue to support the Australian trade through ongoing training, campaign activity and sales tools throughout 2026. For more information on Texas, visit www.traveltexas.com.
