La Feria is located in Cameron County, just west of Harlingen on BR 83S near Mercedes.
The area was first settled when the land was assigned by Spain in 1777 to Rosa Mara Hinojosa de Ball as part of the La Feria land grant.
The town reported ninety industries in 1967, including fruit and vegetable canneries, manufacturers of carnival equipment, cotton trailers, and liquid fertilizer, and three cotton gins. The tourist trade had expanded considerably, and tourist facilities were available at the community center park. The Rosita Longoria house, built in 1909, was still standing in 1976 and served as the La Feria Museum. That year the sixty-fourth annual fair was celebrated.
In 1990 La Feria had 4,360 inhabitants and thirty-five businesses. Feria is Spanish for 'fair.'