Gina Hinojosa, a Democratic state representative, is seeking to end Texas Democrats’ statewide drought by appealing to Latino voters with messages about living costs, public education and household finances. Her campaign is delivering that message in Spanish while arguing Latino voters share the priorities of other Texans, rather than forming a constituency with separate concerns. The strategy faces Republican Governor Greg Abbott’s 12-year political organization, President Donald Trump’s endorsement, strong name recognition and a major financial advantage. Abbott raised roughly $25.5 million between February and July, compared with Hinojosa’s about $6 million, and held $67.2 million in cash on hand versus her $3 million. Abbott has also spent years building support among Hispanic voters in South Texas through border visits, a Rio Grande Valley field operation and emphasis on immigration, public safety and the economy. An August 2026 Emerson College Polling/Nexstar survey showed Hinojosa leading Abbott by 17 percentage points among Hispanic voters, although Abbott led statewide, 49% to 45%, among 1,000 likely voters, with a 3-percentage-point margin of error. Abbott remains favored and has promoted an affordability agenda covering property taxes, housing, electricity, health insurance and prescription drugs. Hinojosa may benefit from Texas’s growing Latino electorate, which now includes about 6.5 million eligible voters, but her prospects depend heavily on turnout. Nearly 4.5 million Texans voted in the March Democratic and Republican primaries, a recent midterm record. Voters interviewed in South Texas said education, affordability and broader political change could influence their choices.