The Rio Grande Valley Tourism Council has officially launched the “Taste of the Valley” food trail, a curated route highlighting 25 iconic Tex-Mex restaurants, taquerias, and bakeries stretching from Brownsville to McAllen.
The trail, which went live this week on the council’s website and a companion mobile app, features a mix of longtime family-run establishments and rising newcomers. Participants who visit at least 10 locations and check in through the app will receive a commemorative T-shirt and be entered into a drawing for a weekend getaway package.
“The Valley is the birthplace of Tex-Mex, and we want the world to know it,” said council director Carmen Salinas. “These restaurants represent generations of tradition and the incredible culinary creativity that defines our region.”
Featured spots include Vera’s Backyard Bar-B-Que in Brownsville, famous for its barbacoa de cabeza, and El Pato in McAllen, where the handmade flour tortillas have drawn loyal customers for over 40 years. Newer additions like Masa Madre in Edinburg, which blends traditional Mexican baking with modern techniques, are also on the list.
“We’ve been open two years and business is good, but being on the trail puts us in front of visitors who might never have found us otherwise,” said Masa Madre owner Isabella Reyes.
The initiative is part of a broader effort to boost tourism in the Valley, which has seen steady growth in visitor numbers over the past three years. Officials estimate that food tourism contributes more than $200 million annually to the regional economy.
The trail is self-guided and free to follow. Maps and the digital passport are available at visitor centers throughout the Valley and online at tasteofthevalley.com. The council plans to add seasonal specials and chef spotlight events throughout the year.
