This May, Travel Texas will bring one of the state’s most talked-about pitmasters to Australia for the first time, alongside a multi-city trade mission designed to help travel advisors sell Texas.
The centrepiece is a four-event Sydney collaboration between Firedoor’s Lennox Hastie and Austin pitmaster Kareem “KG” El-Ghayesh of KG BBQ, one of the best-known names in Texas barbecue. The two chefs connected when Hastie travelled to Texas in 2024, as a guest of Travel Texas. They met amid the smokehouses of the Lone Star State. Now they are reuniting in Sydney for a four-event program that puts Texas barbecue front and centre.
The public event series will run from 1 to 4 May in Sydney.
Texas is on the menu for Aussie travel advisors too
Alongside the consumer-facing food events, Travel Texas is also running a broader trade roadshow across Brisbane, Sydney and Melbourne from 27 April to 5 May.
Partners include Visit Dallas, Visit Fredericksburg, Grapevine, Visit Austin and airline partner American Airlines.
Dedicated agent events will be held in Brisbane on 27 April, Sydney on 28 April and Melbourne on 4 May, giving advisors the chance to hear directly from the Texas team and access the latest sales tools and destination updates.
Food-led travel continues to be a strong selling point for Australian travellers, particularly as travellers increasingly look for experiences with a clear sense of place. Texas is leaning into that demand by linking its food story to broader destination appeal, from barbecue trails and regional diversity to city breaks and fly-drive itineraries.
Travel Texas Economic Development and Tourism International Marketing Manager Tommy Woods said the campaign was designed to help agents tap into that appetite.
“Food tourism is one of the fastest growing segments we’re seeing from Australian travellers and Texas is one of the best positioned destinations in the world to meet that demand,” he said.
That pitch comes with growing culinary credibility. In 2024, the Michelin Guide awarded stars to Texas BBQ venues for the first time, reinforcing the state’s reputation for pitmaster culture and giving travel advisors another reason to put Texas on the radar for clients travelling for food.
How to get a taste of Texas (in Sydney)
On Friday 1 May, Honky Tonk at Sydney Brewery Rozelle will feature a share-style BBQ feast, Central Texas-style smoked brisket, KG BBQ’s signature fusion flavours, live music and line dancing.
On Saturday 2 May, the Brisket 101 Masterclass will give guests the chance to watch Hastie and El-Ghayesh demonstrate brisket preparation and smoking techniques, followed by a Q&A hosted by food writer Myffy Rigby.
Later that day, Saturday Social will open to the public as a free-entry cookout, with Texas barbecue, live music, beers and a Messina gelato pop-up.
The series wraps on Monday 4 May with KG BBQ Meats Firedoor, a five-course collaboration dinner at Firedoor.
Tickets for the public are on sale now via the Firedoor website.
