Travel Texas has wrapped its 2026 Australian sales mission, delivering a multi-city trade roadshow and a high-profile chef-led activation.
The Travel Texas delegation connected over 250 travel advisors, wholesalers and industry parters across dedicated roadshow events and product training sessions in Brisbane, Sydney and Melbourne.
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 and itinerary insights across the full breadth of the Lone Star State.
The roadshow opened in Brisbane with the first of the brand’s dedicated agent evenings, before moving to Sydney.
Here, Travel Texas led targeted training with key partners, wholesale and OTA briefings and airline sessions with Qantas and American Airlines focused on routing options and seasonal opportunities.
Travel Texas x Firedoor Texas BBQ: Pitmasters
The Sydney leg featured a VIP trade and media night to launch Texas BBQ: Pitmasters, a four-day collaboration between Firedoor’s Lennox Hastie and Austin pitmaster Kareem “KG” El-Ghayesh.
Attendees enjoyed an exclusive taste of Texas complete with line dancing and a specially Firedoor x Sydney Brewery BBQ Brew before the event opened its doors to the public.
The activation aimed to showcase Texas’ growing reputation as a globally recognised food destination.
