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The travel alert comes after a series of firefights occurred across Mexico and combat with cartels have happened that have resembled small-unit combat. Students recognize the threat of danger and violence, but that has not kept them from partying it up on the beach. Some schools in the U.S. have actually tried to dissuade students from traveling to Mexico, with or without a travel alert, simply because violence has been increasing in the country in recent years.

Rodrigo de la Pena, President of the Cancun Hotel Association, say that they want Americans to tell each other how great Cancun is, but now they have deliver that message to Americans. They are doing just that with their campaign to bring back the tourists.