Uncorking Texas: The Rise of Wine as a Tourism Powerhouse

In this episode of What I Like About Texas, host Erika Boyd, president and CEO of the Texas Travel Alliance, explores how Texas wine has become a major driver of statewide tourism, with Texas ranking fourth in number of wineries and second in total wine economic impact at $24.39 billion. She is joined by Kim McPherson, owner and winemaker at McPherson Cellars in Lubbock, Amanda Koone, vice president of marketing and public relations with the Fredericksburg Convention, and Paul W. McCallum, executive director of the Grapevine Convention of Visitors Bureau. From Lubbock’s high-elevation vineyards and multigenerational winemaking legacy to Fredericksburg’s booming Hill Country wine scene and curated visitor experiences, to Grapevine’s walkable wine culture, signature festivals, and immersive wine trails, the episode showcases how diverse regions are shaping Texas into a nationally recognized wine destination. Along the way, guests share how partnerships, storytelling, and evolving visitor demographics are fueling growth and creating new opportunities for tourism across the state. This episode is sponsored by Visit Lubbock.   What I Like About Texas is produced by Association Briefings.