TravelTexas.com has wrapped its 2026 Australia Sales Mission, delivering a multi-city trade roadshow and a high-profile chef led activation.
The mission took the Travel Texas delegation through Brisbane, Sydney and Melbourne, connecting with more than 250 travel agents, wholesalers and industry partners across dedicated roadshow events and 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.
The promotion gave 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 activation reinforced Texas’ growing reputation as a globally recognised food destination, particularly following the arrival of the Michelin Guide to Texas in 2024.
Tommy Woods, International Marketing Manager at Travel Texas, said the mission was a pivotal opportunity to reinforce the destination’s momentum in the Australian market.
“Australia is one of our most important and most exciting international markets right now,” he added,
“While visitation to many U.S. 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.
“This mission was about backing that momentum with real trade investment and the response from agents across Brisbane, Sydney and Melbourne has been outstanding.”
Travel Texas will continue to support the Australian trade through ongoing training, campaign activity and sales tools throughout 2026.
