Spring Breakers Going To Mexico!

Travel With Caution!

Hotels in Cancun, the country's top beach resort, expect nearly 1 million foreign and Mexican visitors during the 10 weeks of spring break. The largest number of foreigners come from California. In late February, occupancy was about 90% and bookings normal, Almaguer said.

It's hard to break a tradition as durable as spring break in Cancun. The flip flop-wearing college students are returning -- though many only after persuading parents who are more jittery than ever about Mexico.

During a visit to Cancun last month, the Mexican tourism minister, Rodolfo Elizondo, scolded the news media, saying the focus on crime was hurting the nation's image. Officials have tried to minimize the damage by noting that killings have been concentrated in three states: Chihuahua, Sinaloa and Baja California.

Mindful of Mexico's image troubles, promoters in the Cancun area are turning to a novel tactic: Don't mention what country it's in. Officials say they will downplay Mexico in advertising the beach zone, which has been relatively untouched by the violence.

"The Mexico brand, in terms of tourist marketing, has weakened," Sara Latife Ruiz, tourism secretary for the surrounding state of Quintana Roo, told the Reforma newspaper.

"This wave of insecurity has been a blow."
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