This weekend at London’s Tobacco Docks, the mouth-wateringly Meatopia festival will take place across four days (now through Sunday 1st September). Over 3500 people will get a daily dose of all things BBQ, with chefs flying in from across the world to step over the charcoals and share their love of all things grill, drinks and meat!

One of the sponsors of this year’s festival is the Austin tourism board, Visit Austin. We caught up with VP of Marketing, Shelley Hall to find out more and more Brits are traveling to Texas.

“This past year, we celebrated a big milestone for the UK and Austin markets. In March, we celebrated 10 years of the direct flight on British Airways, connecting two incredible culinary destinations. Meatopia is an incredible event for people in London to experience the best of barbecue. We are little biased, but Texas barbecue can’t be beat, and Austin is home to some of the best in the state. We wanted to bring a piece of the Live Music Capital of the World’s best barbecue to London to enjoy firsthand.”

One of the big reasons for being at the festival is one of their very own Chef’s Evan LeRoy has flown in from Austin to take to the Meatopia Cutting Room Stage on Friday, he’s serving up a menu of smoked and grilled tomahawk ribeye with miso mustard garlic butter and grilled carrots

Whether you like your brisket cooked old-school-style or you’re looking for a modern twist on the classics, you’re sure to find your new favorite spot in Austin.

LeRoy & Lewis is a must-visit, serving up new school barbecue with old school hospitality. Their menu has everything from slow smoked ribs to cauliflower burnt ends. We are thrilled to bring Evan LeRoy to Meatopia.”

Texan culture has really taken off over the past year, in-particular an interest in Austin, which is gaining a positive audience from British travelers.

Just like London, Austin has a similar culture no other city can replicate. Years ago, when people talked about Austin, they would quickly mention the music. But that’s just the beginning of what they’re saying these days. Austin has vibrant entertainment scenes, with an abundance of art, culture, outdoor activities and culinary adventures that gives Brits plenty of things to get excited about when spending a holiday in the big state.

A trip to Austin can give Brits a piece of iconic Texas activities and Americana music, nestled in a thriving urban and modern downtown. Austin offers an unforgettable Texas experience that goes beyond what Brits would think as stereotypical “Texas”.

The success of the nonstop flight on British Airways between London Heathrow and Austin is a testament to the strong bonds and continued popularity this hotspot is now taking place and arguably in the same era with competing states such as other favorites including Vegas, Orlando, New York and LA. The UK is one of Texas most popular inbound international markets, just following behind Canada and Mexico.

Texas city has balanced incredible growth over the last decade, all while maintaining the creative spirit that defines Austin. People who live in Austin have a strong pride of place, and we share that with all that visit.

When summarizing what she feels are the best parts of Austin and the Meatopia festival, VP of Marketing at Visit Austin Shelley Hall, said,

“Few things are better than listening to live music outside with a hand-shaken margarita in your hand and a barbecue order from an up-and-coming chef changing the barbecue scene in Austin. On Friday, guests will get a piece of live music and one of Austin’s very best reshaping the barbecue scene in Austin now, Evan LeRoy at LeRoy and Lewis at Meatopia. I can’t promise that there will be margaritas that pass my Austin standard at Meatopia, but if you swing by our activation, I’ll share with you the recipe we make at home in Texas.

Walking through Shoreditch, I feel a piece of Austin through the murals, live music scene, boutiques and incredible culinary scene in this neighborhood. It feels like a perfect blend of East Austin and South Austin.”