Travel Texas and its regional partners recently took their hospitality show on the road, hosting a "Give a Nod to Texas Flair" event for Canadian travel trade in Toronto. The immersive afternoon brought together representatives from Visit San Antonio, Visit Houston, the Laredo Convention & Visitors Bureau, Destination El Paso, Visit Lubbock, and Travel Texas itself — each sharing the latest developments from their respective destinations and reinforcing the state's readiness to welcome Canadian travellers back. Attendees got a taste of Texas cuisine, heard firsthand about what's new across the state's seven regions, and got their hands dirty in the most Texan way possible: customizing their own cowboy hat. It was a reminder that Texas hospitality isn't just a talking point — it's something the state delivers in person, even when that means bringing a little bit of the Lone Star State to the streets of Toronto.

Texas has always been more than a destination — it's an experience unlike anywhere else in the United States. And in 2026, the Lone Star State is giving Canadian travellers more reasons than ever to explore its seven distinct regions: new direct flights, a landmark sporting event, record-breaking culinary recognition, and a deep well of culture that stretches back centuries.

For travel advisors working the Canadian market, here is your 2026 Texas briefing.

Canadians Are Still Coming — and Texas Is Ready

Despite broader headwinds affecting U.S.-bound travel from Canada, Texas is holding its ground. In 2025, approximately 608,000 Canadians visited Texas — a decline of just 1% from 2024, a figure that puts Texas well ahead of many competing U.S. destinations. Canada remains the second-largest international visitor market for Texas.

Travel Texas International Marketing Specialist Debra Bustos put it simply at a recent Toronto media event: “People may be a little hesitant. My message is: whenever you’re ready, you’re welcome.”

That message isn't just diplomatic — it's backed by new infrastructure, new flights, and a 2026 event calendar that is genuinely difficult to match.

New Nonstop Connections from Canada

Getting your clients to Texas has never been more straightforward. Air Canada launched nonstop service from Toronto Pearson (YYZ) to San Antonio International Airport (SAT) beginning May 1, 2026 — three times weekly on the A220 aircraft. The route marks SAT's 10th international destination and its only Canadian connection. 

Porter Airlines has also recently added Austin lift, and direct flights continue to operate from Calgary, Edmonton, Montreal, Quebec City, Toronto, and Vancouver to Texas destinations, including Houston and Dallas on Air Canada, American Airlines, United Airlines, and WestJet.

2026: The Year of Texas Sports

Houston is at the centre of one of the most remarkable sports years any North American city has ever staged. The FIFA World Cup comes to Houston beginning June 14, with the city hosting seven matches in total.

That sporting momentum kicked off in March, when the Houston Astros hosted eight World Baseball Classic games at Daikin Park featuring teams from the USA, Canada, Mexico, Great Britain, and Italy.

San Antonio: History, Flavour, and a Direct Flight from Toronto

San Antonio is a city that has been welcoming visitors since 1718, and in 2026, it is more ready than ever to welcome Canadians specifically.

The city's culinary world is evolving fast. Chef Jason Dady is opening Mexico Ceaty, his seventh dining concept — a 21,000-square-foot immersive dining, entertainment, and shopping experience inside the Shops at Rivercenter on the famous River Walk. The destination will include four distinct eateries: Tres Arcos (full-service Tex-Mex), Dos Cantinas (a 300-seat bar with elevated lofts), El Ultimo (a speakeasy-style agave tasting room), and Dulce Aroma (a panaderia café serving Mexican pastries, fresh churros, and breakfast tacos).

The $550 million Alamo Plan continues to transform one of the most historically significant sites in North America. The Texas Cavaliers Education Center, repurposing historic Alamo Hall, is scheduled to open in 2026 and will serve more than 250,000 school-aged children a year. The full project — including a world-class Visitor Center and Museum inside the restored Crockett and Woolworth Buildings — is expected to draw more than 2.5 million visitors annually once complete in 2028.

San Antonio is forecasting a 12% increase in Canadian visitation for 2026 — and the new Air Canada route is expected to play a major role in delivering those numbers.

For more information on what's new in San Antonio, click here!

Houston: Culture Capital of the USA

Houston bills itself as the most culturally diverse large city in the United States, with cultures from more than 80 countries represented across the metro. That diversity shows up most vividly in its food scene.

Houston has earned 39 Michelin designations since the first MICHELIN Guide Texas was revealed there in November 2024. Six Houston restaurants — BCN Taste & Tradition, Corkscrew BBQ, Le Jardinier, MARCH, Musaafer, and Tatemó — hold coveted MICHELIN Stars. The city's culinary identity spans Viet-Cajun, Tex-Mex, BBQ, and everything in between.

Beyond the table, the Museum of Fine Arts Houston opened its blockbuster 2026 exhibition Frida: The Making of an Icon in January — exploring not just Kahlo's masterworks but how her persona influenced generations of artists around the world.

Infrastructure is growing to match the city's ambitions. George Bush Intercontinental Airport (IAH) completed the final phase of its new International Central Processor in early 2026, streamlining the international arrival and departure experience. United's $2.5 billion Terminal B Transformation — 765,000 square feet with 22 dedicated gates — is on track to be completed before the end of the year.

Laredo: 271 Years of Mex-Tex Culture

Established in 1755, Laredo, Texas, sits on the banks of the Rio Grande and has been blending Mexican and Texan culture long before either country existed in its current form. For Canadian clients who want something genuinely off the beaten path, Laredo delivers: historic plazas, vibrant street murals, cobblestone streets, and a culinary identity where bold Mexican flavours meet Texas classics.

Laredo is also an emerging ecotourism destination — with hiking trails, birdwatching, golf, and year-round sunshine. The city's Convention & Visitors Bureau actively promotes its unique cross-border character as a cultural immersion experience unlike anywhere else in Texas. Click here to download your copy of the Laredo factsheet.

Raise a Glass: Texas Wine Country

Few Canadian travellers know that Texas is home to more than 400 wineries, with the heart of the scene centred around Fredericksburg. This Hill Country town is shaped by its German heritage and known for bed-and-breakfast escapes, vineyard trails, and a distinctly European charm layered over Texas terroir. It’s a natural add-on for clients pairing San Antonio or Austin with a scenic wine-country detour.

Seven Regions, One State — Endlessly Diverse

Texas offers seven distinct regions, each with its own character:

• Dallas — cosmopolitan arts, shopping, and dining
• Houston — cultural diversity, culinary excellence, global connectivity
• San Antonio — history, River Walk, Tex-Mex cuisine
• Austin — live music capital of the world
• Gulf Coast — miles of beach, Galveston, deep-sea fishing, spa resorts
• Hill Country / Fredericksburg — wine, German heritage, B&Bs
• West Texas / El Paso — the western edge of Texas, a true border city with a spirit of its own: “We do Texas different.”

With the 250th anniversary of the United States being celebrated in 2026 and Texas marking its own rich heritage — including Laredo's 271st year — there is no shortage of meaningful, story-rich experiences to sell.

For Your Clients Who Are Ready

The message from Texas tourism representatives is consistent and warm: Texas is ready, the hospitality is real, and 2026 is the right year to come.

With new nonstop service from Toronto, Houston's FIFA World Cup games, San Antonio's expanding culinary and cultural offerings, Laredo's ecotourism and deep history, and Lubbock's downtown renaissance — the question isn't why Texas. It's which Texas first.

Read more: Texas on the rise: Landmark anniversaries, new attractions and major developments for 2026.