Getting in tune with Austin

The self-dubbed "live music capital of the world" was front and centre in Toronto on April 28 in anticipation of the daily, year-round service connecting the cities set to begin next month.

Air Canada's new Austin - YYZ route, launching May 18, is expected to enhance an already booming tourism industry for the Texan destination, according to Shilpa Bakre, senior communications manager for the Austin Convention & Visitors Bureau (CVB). The city welcomed approximately 21 million visitors in 2013, which is three-times more than a decade earlier. In addition, the downtown core will have about 10,000 hotel rooms by 2017, compared to 6,500 in 2013. Among the additions are a recently opened 1,012-room JW Marriot (the largest in the Western Hemisphere) and a new Fairmont, slated to open in 2017.

Bakre said that while an absence of direct flights and the limited selection of hotel options may have hindered arrivals in the past, the opportunity is now wide-open.

So, what's fuelling the mounting interest in the city?

According to Bakre, Austin is one of the fastest growing cities in the U.S. with 164 people on average moving to the city each day. This is largely due to its booming technology sector, as most major tech companies are either headquartered there or have a large presence. As such, not only is it a popular choice for travellers looking to experience the local culture and events, it is also a hub for meetings & conventions.

"Canadians have been travelling to Texas as it is, whether to escape the winter or because of a fascination with Texas culture," Bakre told PAX. "Austin specifically is unlike the rest of the State in many ways - it's a university town so typically, tends to be a little more progressive or liberal than other cities in Texas. International travellers tend to enjoy that vibe because it's similar to other places in the world."

There's no disputing that Austin is a festival town, known especially for its South-by-Southwest and Austin City Limits events. Among a vast choice of other options are its Food and Wine festival, a selection of comedy festivals, and much more.

"It's just a fun city," Bakre said, also noting its 300 days of sunshine a year.

Giving an example of the city's appeal, Bakre told PAX that British Airways brought in the first trans-Atlantic flight to Austin last March, non-stop from London on the Dreamliner 787. It started with service five days weekly, grew that to daily in May 2014, and with great load factors, more than 123,000 people have touched-down on that flight in just over a year.

"I think in the past, when travel trade has looked at Austin, they package it with another city," she added. "As Austin continues to grow, it is worth noting that it can be a stand-alone package. It can centre around live music, culinary, wine, golf, lux - Austin has all of those things, more now than ever, and very accessible."

PHOTO: Shilpa Bakre, senior communications manager, Austin CVB; Steve Genovesi, senior VP, sales & services, Austin CVB; Tony Celio, manager, leisure sales, Air Canada; Susan Webb, president, VoX International; & Courtney Sculley, account director, northeast & international markets, Austin CVB