This story has been updated.
McALLEN, TEXAS — As Donald Trump did last month, Jeb Bush will visit the U.S.-Mexico border Monday. As Trump did, Bush will meet with local officials to discuss immigration policy and border security during his one-day trip.
That's where the similarities stop.
The former Florida governor's trip has been framed as a Trump contrast tour, designed to highlight the sharp differences between his plan and the current Republican front-runner's. Bush previewed the message last week:
Bush is the “only candidate in the presidential field who has put forward a serious, conservative, comprehensive set of solutions to fix our broken immigration system," the campaign said in its guidance to reporters on Monday's trip. "His plan stands in stark contrast to the $500 billion+ plan offered by Donald Trump," it said.
Bush's visit to McAllen had been scheduled for weeks, to attend a fundraiser. The public events were added after the fundraiser was scheduled. Aides had suggested privately for weeks that Bush wouldn't be making a border visit, because he's made such trips before.
Trump has continually needled Bush throughout the campaign. Monday's visit comes amid a series of increasingly direct Bush attacks on Trump that began last week, as he increasingly questions the mogul's conservative credentials.
"Mr. Trump doesn’t have a proven conservative record. He was a Democrat longer in the last decade than he was a Republican. He has given more money to Democrats than he’s given to Republicans," Bush said during a town hall event in Merrimack, N.H., last Wednesday, as Trump held a competing event just 20 miles away.
"But hundreds of billions of dollars of costs to implement his [immigration] plans is not a conservative plan,” Bush added. “This is going to be my pitch: Let’s support someone who you don’t have to guess where he stands because he’s consistent, because he’s been governor, he’s consistently had the views that he has."
Even as he denounced Trump's plan as untenable, Bush hit a rhetorical road block last week when he used the term "anchor baby" when responding to questions about Trump's call to end birthright citizenship. The term, which many Hispanics find offensive, is used to describe children of undocumented immigrants who give birth in the United States with the goal of guaranteeing their child U.S. citizenship.
When pressed on his use of the term by reporters during a campaign stop in New Hampshire, Bush had one of his more combative interactions with reporters thus far this election.
"Do you have a better term? You give me a better term and I'll use it," he said, before adding that he was cribbing language from Trump’s comments on the issue. "What I said is that it's commonly referred to that. I didn't use it as my own language. You want to get to the policy for a second? I think that people born in this country ought to be American citizens."
The McAllen metropolitan area, which is located near the southernmost tip of Texas alongside the Mexican town of Reynosa, has one of the largest Hispanic populations in the country, with nearly 90 percent of McAllen residents identifying as Hispanic according to the 2010 census. The setting gives Bush a backdrop to highlight his pitch for comprehensive immigration reform.
Trump's immigration reform agenda, which he released last week, calls for building a wall along the border and mass deportation all 11 million undocumented immigrants currently living in the United States. Trump has not yet detailed the logistics that would enable officials to undertake deportation on that scale.
Bush is on an aggressive fundraising swing this week as the end of the quarter nears. In addition to a lunchtime finance event in McAllen, he'll raise money this week in Denver, Salt Lake City, Birmingham, Richmond, Virginia Beach, Wilmington, N.C. and three events on Long Island. The "Mission: Next" young professionals group led by his sons is also holding a fundraiser in Jacksonville on Tuesday, according to a schedule of events sent to donors several weeks ago.
Ed O'Keefe contributed to this story.