1. Crisis Response #1 – Tourism Mexico
January 27, 2011
1, 385 words
B. Hawa Kombian
0523888

2. Crisis Background
The number of North American tourists visiting Mexico has severely decreased due to
ongoing drug war violence. Currently, the Mexican city of Ciudad Juarez is the murder capital of
the world, accounting for 20 per cent of drug killings in the nation (Parry, 2011, ¶13).
Recently, Canadian Mike DiLorenzo was a causality of local gang violence while on
vacation in Mazatlan, Mexico. He was shot in the leg and is recovering there while being held
under tight security as a witness of the attack (Lawrence, 2011).
A Canadian couple has come forward with damaging allegations of assault at the hands
of Mexican police. On Dec. 31, 2010, Rebecca Rutland and Richard Coleman were arrested and
held in separate cells for 18 hours. Rebecca claims that she was filmed being raped repeatedly
by different police officers (Puddicombe, 2011, ¶11). Upon their release many of the couple’s
items had been stolen.
Mexican police deny any wrongdoing following a continuing investigation into the
allegations. A rape kit tested negative and authorities claim that no such film of the rape exists
(Puddicombe, 2011, embedded video).
The Canadian Department of Foreign Affairs is very concerned about the allegations and has
spoken to the Mexican ambassador and expects a transparent and thorough investigation of
these claims (Puddicombe, 2011, ¶24).

3. The dramatic increase in violence across Mexico is causing significant economic troubles
for the nation. Monterrey, in the state of Nuevo Leon, has experienced 60 killings this month
alone (Gupta, 2011, ¶2). Tourists have been facing serious issues including injuries, assaults and
in some cases, death.
Tourism is taking a significant blow as international cruise lines are cutting service to
and redirecting their routes from dangerous areas (Gupta, 2011, ¶5). Tourists are disconcerted
by Mexico as a whole as opposed to individual crime-laden regions.
Many international governments, including Canada, are advising citizens to “Exercise a
high degree of caution due to a deteriorating security situation in many parts of the country”
(Foreign Affairs and International Trade Canada, 2010, ¶1)
Despite a national campaign to crack down on the local drug war and associated crimes,
Mexican political analyst Eduardo Guerrero Gutierrez argues that it may be having the opposite
effect. “Frequent arrests of drug lords have had three highly detrimental effects – an increase
in the number of criminal organisations, higher levels of violence, and territorial expansion of
organised crime” (Parry, 2011, ¶39).
Applicable Theories
Apologia
The Mexican government applied the apologia theory in dealing with the rape
allegations. A dissociative standpoint was used to address the claims by conducting an
investigation which has yielded results which seemingly absolve the police of any wrongdoing

4. with fact and testimony (negative rape kit results and statement of no video evidence) (Fearn-
Banks, 2011, p.17).
Decision Theory
With regard to the overarching issue of drug-related violence and the rapid rise in
deaths of foreign national, the government appears to be utilising the decision theory (Fearn-
Banks, 2011, p.19). Mexico is in the process of developing effective strategies that will target
their current issues and recreate a sense of trust and safety among the international travelling
community.
Last week the Mexican Tourism Board and the Association of Canadian Travel Agencies
formed a new partnership to promote travel and tourism between the two countries (Koumelis,
2011, ¶1). Canadian travel agencies will promote Mexico on websites, relevant blogs and travel
directories while paying specific attention to various regions. This is a strategic partnership that
is aiming to rebuild, maintain and support Mexico Tourism within Canada. The ACTA will be a
valuable resource in any rebranding of Mexico as a tourist destination.
Secretary of State Hilary Clinton visited Mexico on January 24 to discuss overcoming
Mexico’s drug-organized crime and other diplomatic issues with Foreign Affairs Minister
Patricia Espinosa (AFP, 2011, ¶2). The US is also the main market for Mexico’s illegal drugs so
partnering on definitive measures and solutions is another strategic step to be taking in order
to combat the wave of violence.

5. Excellence Theory
Moving forward, Tourism Mexico can utilise the excellence theory (model four) (Fearn-
Banks, 2011, p.21) by implementing the feedback received from co-operating organizations and
governments. These insights will help inform an effective image restoration strategy and
campaign.
Prodromes
The steadily rising death toll due to the escalation of the drug war should have been a
warning sign for the government. In conjunction, the increased number of casualties, local and
international, should have been a warning sign of a potential negative international perception
of Mexico.
There is evidence that the Mexican government was well aware of increasing violence as
President Felipe Calderón recently admitted, “I wish there was less violence but – being honest
– that is not foreseeable in the short term, in which high levels of violence will remain” (Parry,
2011, ¶43).
Crisis Stage
This crisis is in the containment stage (Fearn-Banks, 2011, p.7). The government, with
pressure from the international community, is dealing with allegations (rape case) as they arise.
They are also putting safety measures in place to decrease the level and scope of violence as to
limit the duration of a crisis and get tourism up and running again, among other things.

6. Preventative Communications
Internally, the government should have been very open in a collaborative outreach
initiative via consulates to the international community over updated safety measures related
to traveler safety.
Although the Mexican police force is undergoing an operational transition in order to
become more effective on the streets, the progress of this process should have been evaluated
more closely (Ellingwood, 2009, ¶7). In doing so, changes could have been implemented in
order to address the staggering increase in deaths.
Communications Recommendations
Internal
As mentioned above, the government should focus on addressing the effectiveness of
its resources put toward controlling the drug war. In 2009 the Obama Administration
announced a plan to introduce more boarder support to combat drug trafficking (Ellingwood,
2011, ¶6). Although this was potentially a localized solution, continuous communication such as
this is beneficial in creating more effective sustainable initiatives.
Consumers
Tourism Mexico must conduct research on regions with greatest violence and crime
relevant to international/North American tourists. Most of the violence occurs in large hubs
and bigger cities which are the target of historical, eco-touristic destinations. Research should
be conducted on locations that are more stable yet offer many of the same traveller

7. experiences, in order to still attract tourists to what makes Mexico unique. Travel alternatives
should be found for popular yet recently dangerous areas such as Tijuana, Juárez, Monterrey,
Oaxaca, Acapulco and Cancun.
Conversely, research must also be conducted regarding the safest and most dangerous
areas in the country based on public perception. Methods such as social media monitoring, like
online travel forums, will help create a picture of public attitudes (Mirza, 2011). This may be
difficult given the variety of opinions regarding the degree of safety in the country. Opposing
views on the topic are perhaps a reflection of the general confusion and lack of communication
travellers are experiencing.
Considering there is plenty of turmoil in Mexico, there are certain areas that have not
been left tainted during this crisis and are still able to provide a safe and enjoyable vacation for
travellers. Results from this study will enable accurate and effective communication regarding
regions that are actually statistically safer.
Long-term, Tourism Mexico may also look into partnering with international airlines to
subsidize travel package deals for travellers in order to re-stimulate tourism.
Tourism Mexico can effectively work towards communicating these important messages
via a special section of their website dedicated to news and features that highlight the beauty
and safety of the country.
Media
The government needs to continue to be receptive to interview request to reiterate new
contingency plans and measures to stabilize the country. It is necessary to be open to media

8. interviews. As with the newly formed partnership with ACTA, Tourism Mexico needs to target
travel magazines, publications, influential blogs and websites to communicate proactive
measures as much and as soon as possible. Greater exposure to these positive messages will
help ease traveller tension.
International Governments
Similar to Hilary Clinton’s recent visit to Mexico, the country needs to continue to
openly communicate with leaders and representatives from the international community.
These diplomats have a vested interest in the peace and security of Mexico as many of their
nationals normally frequent the country.

9. References
Agence France-Presse (AFP). (2011). Clinton to discuss drug war in Mexico. Retrieved January,
23, 2011 from
http://www.google.com/hostednews/afp/article/ALeqM5i9Bcy_P7FWJHRKj1271CznkPx
4cA?docId=CNG.603f0a54fe27765e702c2354a10cae3b.1b1
Ellingwood, K. (2011). Hilary Clinton wraps up Mexico visit, calls drug violence ‘intolerable’. Los
Angeles Times. Retrieved on January, 25, 2011 from
http://articles.latimes.com/2009/mar/27/world/fg-mexico-clinton27
Fearn-Banks, K. (2011). Crisis communications a casebook approach. New York: Routledge.
Foreign Affairs and International Trade Canada. (2010). Travel report for Mexico. Retrieved
January, 24, 2011 from http://www.voyage.gc.ca/countries_pays/report_rapport-
eng.asp?id=184000
Gupta, G. (2011). Mexico drug violence affecting tourism. Minyanville. Retrieved January, 22,
2011 from http://www.minyanville.com/businessmarkets/articles/emerging-markets-
mexico-drug-wars- drug/1/21/2011/id/32316
Koumelis, T. (2011). ACTA, Mexico tourism board, announce partnership. TravelDailyNews.com.
Retrieved January, 23, 2011 from
http://www.traveldailynews.com/pages/show_page/41151-ACTA,-Mexico-Tourism-
Board,-announce-partnership
Lawrence, A. (2011). B.C. man shot in Mexico recalls attack. The Vancouver Sun. Retrieved
January 23, 2011 from
http://www.vancouversun.com/news/shot+Mexico+recalls+attack/4139105/story.html
Mirza, Z. (2011). Would you travel to Mexico? Sympatico.ca Travel. Retrieved on January, 24,
2011 from
http://travel.sympatico.ca/TravelNews/Articles/would_you_travel_to_mexico.htm
Parry, T. (2011). The killing fields of Mexico’s terrifying drug war. Mirror News. Retrieved
January, 23, 2011 from http://www.mirror.co.uk/news/top-stories/2011/01/15/the-
killing-fields-of-mexico-s-terrifying-drug-war-115875-22850019/
Puddicombe, S. (2011). Canadian tourist accuses Mexican police of raping her. CBC News.
Retrieved January, 22, 2011 from http://www.cbc.ca/world/story/2011/01/17/mexico-
alleged-rape-assault.html