Deep In The Heart Of Texas

SXSW Is The Perfect Excuse To Revisit Austin

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Known for its eclectic spirit, Austin has been a magnet for artists, foodies, outdoor enthusiasts and tech titans alike for decades. There's a good reason for that -- this truly is a city with something for everyone. Whether you’re exploring the bustling downtown filled with eclectic shops and lively music venues, savoring some of the best barbecue and Tex-Mex around or enjoying the picturesque landscapes of the Town Lake or the nearby Hill Country, Austin promises an unforgettable experience that showcases the heart and soul of Texas. 

While any time is perfect to experience Austin, mid-March couldn’t be better. The warm spring arrives along with South by Southwest (SXSW), one of the most coveted music, film and tech festivals in the world. Relax and rejuvenate surrounded by the city’s abundant nature or dive headfirst into the fevered energy of the festival. Either way, you’re in for a treat. 

South by Southwest (SXSW)

For nine days every March, Austin becomes the epicenter of the cultural universe when it hosts South by Southwest (SXSW) Conference & Festivals. During the event, which happens this year from March 7-15, musicians, filmmakers, comedians, tech entrepreneurs, policymakers, students, industry leaders and a slew of celebrities from around the world descend upon the city. Attendees take advantage of film and show premieres, musical performances and interactive conferences led by top experts on topics ranging from film, AI and climate to health, civic engagement and new tech.

With a lineup guaranteed to impress, highlights of this iteration are sure to include the star-studded world premieres of Seth Rogan’s new series “The Studio,” Jenna Ortega’s new comedy “Death of a Unicorn” and Nicole Kidman’s latest thriller, “Holland,” as well as keynote speakers like IBM CEO Arvind Krishna, Grammy-winning musician John Fogerty and Dr. Chelsea Clinton. Catching a set by one the 2,000 performers, like up-and-coming hip hop star Samara Cyn, Dublin punk band Gurriers as well as the Japanese musical legend Shiho Yabuki, is also sure to earn you “cool” points. 

While a wristband is requisite if there are specific events you want to attend – definitely for any of the events mentioned above –  one of the great things about SXSW is that if you are willing to go with the flow and see where the day can take you, there are plenty of free and even family-friendly options. Especially if you’re willing to get in line early.

Where to stay

While Austin has no shortage of incredible hotels, there are some that stand out. Built for the spirited adventurer, the 193-room tommie Austin is a new urban hotel experience that hums with youthful energy and draws inspiration from the colors, materials and sensations of its West Texas surroundings. The adjoined luxury contemporary Thompson Austin stuns with its clean, modern design and incredible restaurants. However, the rooftop infinity pool with its vista of the city will make this an unforgettable stay. 

For a quintessentially “Austin” visit, the ivy-covered Hotel San José is the place to be. Especially if you can manage to grab one of their simple, but perennially in-demand rooms during SXSW, when the hotel has well-earned a reputation as the host of some of the most legendary courtyard concerts. No matter when you go, its prime location on South Congress Avenue in the midst of some of the city’s best vintage shopping, music and dining is unbeatable.

Where To Eat

From dive bar to Michelin-star, Austin is paradise for foodies. When the Michelin Guide swept into Texas in late 2024, there was no city more lauded than this one. Receiving seven one-star accolades, 15 Bib Gourmands and 23 recommended eateries, it’s safe to say that the bar is set high when it comes to food. If you want to try the best of the best, the unassuming Barley Swine stands out as a new Texan restaurant, celebrated for its innovative use of local ingredients. 

Craft Omakase offers an intimate dining experience where patrons can indulge in a meticulously curated 22-course omakase selection. The live-fire cooking at Hestia elevates traditional dishes with unique flavor profiles, making it a must-visit for food enthusiasts, and for those craving Southern cuisine, Olamaie, provides a refined take on beloved classics. Barbecue lovers are well catered to with award-winning establishments like Interstellar BBQ, La Barbecue and LeRoy & Lewis Barbecue, each renowned for their exceptional smoky meats and mouthwatering sides. 

What to Do

Even if you’re not visiting Austin for SXSW, the city overflows with activities and sights that showcase the city’s unique charm. Starting in mid-March through early November, don’t miss the Austin bats, North America’s largest urban bat population, which take residence under the Congress Avenue Bridge. The breathtaking view of bats emerging at sunset is a uniquely unforgettable spectacle. For a refreshing dip, head to Barton Springs Pool, a natural spring-fed pool located in Zilker Park, perfect for beating the Texas heat. Zilker Park itself offers expansive green space for picnics, frisbee, and outdoor concerts. For those looking to explore the vibrant culture, South Congress Avenue (SoCo) is full of quirky shops, food trucks and live music. A visit to downtown Austin, home to the iconic Texas State Capitol, is always a must-do to soak in the city’s history and architectural beauty.