H.B. No. 4686 establishes the Texas Alcohol Tourism Development Program and its corresponding advisory committee, aimed at promoting and developing alcohol tourism within the state. The new subchapter added to Chapter 481 of the Government Code outlines the program's objectives, which include creating a marketing plan to increase tourism to wineries, breweries, and distilleries, maintaining a list of these locations, and educating consumers about Texas-produced alcoholic beverages. The program will also utilize a publicly accessible website to provide updated information on tours and tastings available at these establishments.

The advisory committee, composed of nine members appointed by the governor, will provide guidance on the development of alcohol tourism in Texas. Its responsibilities include proposing marketing methods, developing implementation plans, and creating a budget for the program. The committee is required to submit a report detailing its proposals by September 1, 2026, and will be dissolved on January 1, 2027. The act is set to take effect on September 1, 2025.

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