Texas Senate candidates Ken Paxton and James Talarico are employing contrasting strategies to win over Hispanic voters in the Rio Grande Valley.
Key facts
- •Ken Paxton is targeting Hispanic voters by focusing on Trump’s border policies and cultural issues.
- •James Talarico is emphasizing economic issues and has proposed a plan to hire more Border Patrol agents.
- •A June New York Times poll indicates Talarico leads Paxton among Hispanic voters 61 percent to 29 percent.
- •A June survey found 70 percent of Hispanic business owners in Texas have been impacted by Trump’s tariffs.
- •More than 60 percent of Hispanics surveyed in a July POLITICO poll believe the mass deportation campaign is too aggressive.
Texas GOP Senate nominee Ken Paxton is campaigning in South Texas by emphasizing border security and cultural issues, aiming to maintain the Hispanic voter support President Donald Trump secured in 2024. Meanwhile, Democratic nominee James Talarico is focusing his outreach on economic concerns, including the cost of living and health care, as both candidates compete for a decisive demographic in the upcoming Senate race.
By the numbers
Competing Campaign Strategies
Paxton’s campaign strategy centers on cultural issues and border security, with supporters targeting Talarico over his views on gender and his identity as a seminarian. Paxton argues that Hispanic families will reject Talarico’s positions once they are better understood. Conversely, Talarico has launched a 750-mile bus tour focused on economic issues, such as lowering costs and job creation, while also proposing a border security plan that includes hiring more Border Patrol agents and immigration judges.
Economic and Social Tensions in the Valley
Local residents and leaders report that federal immigration policies, including mass deportations and border restrictions, are creating economic strain in the Rio Grande Valley. Business leaders note that labor shortages in construction and reduced cross-border trade are impacting the local economy. While many residents support the reduction in illegal border crossings, a July POLITICO poll indicated that more than 60 percent of Hispanics view the mass deportation campaign as too aggressive.
Polling and Voter Sentiment
A June New York Times poll showed Talarico leading Paxton among Hispanic voters by a 61 percent to 29 percent margin. Despite this, Republicans point to competitive House races and a robust ground game in South Texas as factors that could boost Paxton’s performance. Democratic officials are encouraged by an increase in primary turnout in the region, which saw more than double the number of voters compared to 2024, and are working to convert that momentum into support for Talarico in November.
Advertisement
This article was independently rewritten by ManyPress editorial AI from reporting originally published by Politico.
