House Bill No. 4686 proposes the establishment of the Texas Alcohol Tourism Development Program and its corresponding advisory committee, as outlined in the newly added Subchapter HH of Chapter 481 of the Government Code. The program aims to enhance and promote alcohol tourism in Texas by developing a marketing plan for the alcoholic beverage industry, increasing tourism to local wineries, breweries, and distilleries, and educating consumers about Texas-produced alcoholic beverages. The advisory committee, composed of nine members appointed by the governor, will provide guidance on marketing strategies and growth methods for the alcohol tourism sector, as well as propose a budget for the program.

The advisory committee is tasked with submitting a report detailing its proposed methods, plans, and budget to the office and legislature by September 1, 2026. Notably, the committee will be dissolved, and the section establishing it will expire on January 1, 2027. The bill mandates that the Texas Economic Development and Tourism Office establish the program and that the governor appoint the committee members as soon as practicable after the bill's effective date of September 1, 2025.

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