When you’re talking Texas Hill Country, you’re talking Texas big. The area is comprised of up to 31,000 square miles. It includes two major metropolises—Austin to the north and San Antonio to the south—one up-and-coming urban area in New Braunfels and unique natural beauty, making Hill Country an eye-opening destination for all, groups included.
Austin Bets Billions on Meetings and Conventions
The Austin Convention Center closed on the heels of the 2025 South by Southwest Festival (SXSW) event to begin a $1.6 billion expansion that is expected to debut the new Unconventional ATX in 2028/29. When completed, the center’s national size ranking is anticipated to move from 61 to 35.
“The design prioritizes flexibility and usability over sheer scale,” said Katy Zamesnik, interim director, Austin Convention Center. “Our new exhibit hall capacity allows us to compete with a new set of convention centers, and our improved meeting room and flexible space inventory will allow us to host multiple larger events simultaneously.”
[Related: With Its Convention Center Closed, Austin Gets Creative to Host Citywides]
In addition to expanding meeting space from 365,000 to 620,000 square feet, having new “performance-capable spaces will also position Austin more strongly for events that blend meetings with live programming, which is increasingly in demand,” Zamesnik noted. “And the design of the new facility, which sinks the exhibit halls and loading docks underground, means that we will have the ability to add 140,000 square feet of rentable space in the future.”
The road to expansion has not been without challenges, and it doesn’t help that Heywood Sanders, a University of Texas at San Antonio professor and convention center gadfly, is virtually in Austin’s backyard.
“As for the few critics of the project, their perspectives are part of a decade-long public dialogue,” said Tom Noonan, president and CEO, Visit Austin. “This project is the result of 10 years of rigorous studies, including multiple independent feasibility assessments and conservative economic projections. Far from a sudden decision, the plan has been validated by several city council actions and a public vote. This extensive level of scrutiny ensures the redevelopment is grounded in data, right-sized for the market and aligned with long-term community priorities.”
While Unconventional ATX takes shape, several new hotels are coming on board.
“The luxury and eco-conscious 1 Hotel is slated to open in fall 2026,” said Steve Genovesi, executive vice president, Visit Austin. “Following this, Hotel Trinity is expected to open its doors in late 2026 to offer additional boutique accommodations near the city center.”
In 2027, Graduate Austin is expected to debut near the University of Texas campus. Finally, The Standard, Austin (formerly South Congress Hotel) is expected to open in spring 2027.
At the Circuit of the Americas (COTA) in East Austin, where the annual Formula 1 United States Grand Prix is held, talks are underway for a 1,000-room hotel, a convention center catering to events of up to 1,000 attendees and a golf course.
“COTA serves a different niche—primarily large-scale entertainment and motorsports events,” Zamesnik said. “While there may be some overlap, the downtown convention center benefits from proximity to hotels, restaurants and Austin’s cultural core. In many ways, the two can be complementary, offering different types of event experiences within the same region.”
SXSW’s Leap of Faith in Austin
Since 1993, SXSW has been based at the Austin Convention Center, which was demolished last year to make way for the $1.6 billion Unconventional ATX, expected to debut by 2029.
This left SXSW with a dilemma: Where to site three annual events until the new center’s up and running?
One thing was for certain: Leaving Austin was never an option.
“SXSW was born in Austin, and this will always be our home,” said Peter Lewis, chief commercial officer, SXSW. “Our event continues to thrive because of this city’s creativity, culture and welcoming spirit.”
Starting with 2026’s “festival without walls,” Lewis said, “we reimagined SXSW from the ground up. For the first time, Innovation, Music and Film & TV all ran concurrently for seven full days [instead of 10].”
SXSW designated three foundational Clubhouses (one for each medium) that were surrounded by event venues.
“This new immersive, campus-style concept brought the different communities of SXSW closer together and encouraged more discovery, collaboration and convergence across the festival,” Lewis said.
The proof of success is in the attendance: 2026 saw 309,000 SXSW attendees despite the event being shortened by three days.
“Attendance at the Clubhouses exceeded our expectations,” Lewis said. “More than 5,000 attendees per day visited each Clubhouse, and it proved our hypothesis that without the convention center, attendees wanted a central location to gather for things like networking, recharging and exclusive content.
Because of this setup, Lewis said, “we were able to celebrate the local businesses, iconic stages and one-of-a-kind venues that make Austin so special.”
Lewis expects to refine the 2026 festival model through to 2028.
“We tried many new things and most worked better than anticipated,” he said, “but we will assess and adapt as we do every year to refine the attendee experience and look forward to bringing this new format back in 2027 and beyond.”
More Meeting Space, More Hotels in San Antonio
Listed among the top-tier national convention centers, the 1.6 million-square-foot Henry B. González Convention Center in San Antonio has been enhanced by two newly renovated properties. In late 2025, the 630-room Hyatt Regency San Antonio Riverwalk completed a $5.7 million renovation of its 30,000 square feet of meeting and event spaces, while this year, the 311-room Gunter Hotel completed a $37 million renovation of its guest rooms, 20,000 square feet of meeting space, a rooftop pool and a “music-themed vinyl library concept.” (The property recently launched an annual birthday party for blues legend Robert Johnson.)
[Related: Booming San Antonio Stays Rooted in History and Culture]
The River Walk, which USAToday named the “best riverwalk in the U.S.,” is even better thanks to biennial maintenance completed in January.
At the edge of the Hemisfair District and Civic Park area sits the new 200-room Monarch San Antonio, part of the Curio Collection by Hilton portfolio, which debuted in March with 15,000 square feet of meeting space.
The property is within walking distance of the River Walk and the Alamo. In 2025, Phase II of Civic Park opened as part of the Hemisfair District redevelopment, featuring five acres of public parkland, a five-pool water feature and a great lawn area that can accommodate large events of up to 15,000.
Outside the convention center’s immediate pull are two unique hotel experiences: the 146-room, Five-Diamond Hotel Emma, housed in a 19th-century brewery in the Pearl District; and the soon-to-debut, 93-room Morgan’s Hotel, an “ultra accessible” property expected in late 2026, adjacent to Morgan’s Wonderland, the first theme park built for mobility-challenged visitors and their caregivers.
[Related: Meetings Today LIVE! Visits San Antonio for National Event]
“We see hotel development across San Antonio as a positive and complementary addition to the destination rather than direct competition with the convention center or downtown,” said Tyler Orwig, chief sales officer, Visit San Antonio. “With so many unique and eclectic areas throughout the city, this growth gives planners more options and flexibility.”
The Big Outdoors Plays Large for Hill Country Meetings
In Texas, a ranch experience is always on the bucket list. In Austin, the Lone Star is one of many ranches that host meetings and events featuring Western-style adventures, and it is only 15 minutes from the convention center. At the other end of the spectrum, a new Canyon Ranch is expected to open this year with 6,900 square feet of indoor space and 40,000 square feet of outdoor space, making it the largest ranch space for groups in Texas. Near San Antonio, Knibbe Ranch, Tejas Rodeo, Pedrotti’s North Wind Ranch and Rio Cibolo Ranch offer culinary experiences, with a side of barbecue.
[Related: A Local View of San Antonio in Photos With Al Rendón]
As groups travel beyond the big cities, they are likely to encounter unique lodging and traditional Texas hospitality. This year in Uvalde County, for example, the Neal Family 100th Anniversary Celebration (October 9-12, 2026) will honor the hospitality family that opened Neal’s Lodges, Dining Room and Backyard—a tradition in Concan, Texas. The event will feature live music, cornhole tournaments and nostalgic programming that reflects the area’s heritage and community pride.
“The Texas Hill Country River Region continues to prioritize affordability and flexibility,” said Kristi Gerdes, executive director, Visit Uvalde County. “Our market serves a broad mix of leisure travelers, families, SMERF groups, reunions, weddings and small retreats by ensuring guests can choose accommodations that best fit their preferences.”
In Kerrville, the Heart of the Hills Heritage Center opened May 9, providing history and education about the surrounding area.
“Kerrville’s biggest draw is its combination of accessibility, affordability and authentic Hill Country experience, offering groups a more relaxed and intimate alternative to larger metro destinations,” said Julie Davis, president and CEO, Kerrville CVB. “Broader economic pressures have made planners more budget conscious. This has benefited secondary destinations like ours that offer strong value.”
New Braunfels Considers a Convention Center Expansion
Considered one of the fastest-growing cities in the nation, New Braunfels has also received travel accolades from Texas Travel Awards, Forbes Advisor and TripAdvisor. According to a recent impact statement commissioned by the New Braunfels CVB, hospitality accounts for a third of New Braunfels’ employment, with nearly 1.5 million visitors arriving to experience remarkable events like the 10-day Wurstfest, the Texas Clay Festival and more.
“With more than 3,000 hotel rooms and flexible event space for up to 1,000 attendees, groups can connect along the Guadalupe River, explore German heritage and enjoy elevated dining and live music,” said Amanda Ciarlone, director, tourism operations, Visit New Braunfels. “Affordable lodging, group-friendly offsite venues and authentic experiences abound.”
With this momentum, the city council is ready to amp up its meetings and events business. It has hired C.H. Johnson Consulting to conduct a market viability study for the proposed convention center expansion. In April, Phase I of the study established that, in addition to expanding the current (ca. 1971) building, the center will require substantially more hotel rooms within its proximity.
Recently, the newly renovated landmark 45-room Faust Hotel opened in late May. Its $4.5 million upgrade features a 2,000-square-foot ballroom and other meeting spaces that can accommodate up to 100 in a variety of rooms, including a speakeasy. A $40 million, 150-room SpringHill Suites is anticipated in 2027.
