American and Mexican tourist and travel industry groups have asked the Texas Department of Public Safety to narrow its travel advisories about Mexico, saying the state's current warning is too broad and is hurting business.

The groups met with the Texas Secretary of State's office and DPS last week on behalf of companies and tourism agencies suffering from declining American travel to Mexico.

They say that less than 5 percent of Mexico is affected by cartel and drug violence and future DPS travel warnings should clarify which areas of Mexico pose the most threat to tourists.

"Out of roughly 2,500 municipalities, only 80 are currently recording problems with drug violence," said Shannon Stowell, president of the Adventure Travel Trade Association. "It's a very acute problem versus a ubiquitous problem."

Specifically, the organizations say that popular resort cities, such as Cancun, Los Cabos and Cozumel, are not dangerous for Americans.

"If you look at federal travel warnings, they are very editorial free, just reportage on the facts. But the one that came out of Texas had what I would call an inflammatory message. It was an unfair blanket statement," Stowell said. "It's a damage to our membership."

Recent DPS statement

The most recent DPS travel warning, issued in time for spring break this year, encourages Texans to avoid the country altogether: "Drug violence has not discriminated — innocent bystanders and people who may have been in the wrong place at the wrong time are among the casualties. Underestimating the violence in Mexico would be a mistake for parents and students," DPS Director Steven C. McCraw said in the statement. "Our safety message is simple: avoid traveling to Mexico during Spring Break and stay alive."

DPS spokeswoman Tela Mange said Tuesday that the organization does not have any plans to revise its travel warning.

"There are various crime incidents that occur in popular resort areas, including Cancun and Acapulco," she said. "We will continue to monitor events in Mexico and we will issue warnings as necessary to protect our citizens."

Travel to Mexico from the United States dropped by 4 percent in 2009, according to the U.S. Department of Commerce. Tourism to Mexico made up approximately 14.7 percent of all American outbound travel in 2010, according to Stowell.

More than 30,000 people have died in drug-related violence since Mexican President Felipe Calderon declared war against the countries' eight cartels and deployed Mexican troops to the fight in 2006.

The number of Americans killed in Mexico reached 111 in 2010, prompting the U.S. State Department to issue a nationwide travel advisory.

The advisory urges Americans to be wary of border areas and destinations outside of the tourism bubble, such as Ciudad Juarez, which currently boasts the highest murder rate in Mexico.

Arizona also has issued travel advisories to its residents about Mexico. In March, state officials suggested tourists avoid "illicit activities" and "monitor (their) alcohol intake" while visiting south of the border.

Savvy travelers

Terry Denton, president of the Travel Leaders/Main Street Place Travel in Fort Worth, said his agency has seen a 15 to 20 percent drop in visits to Mexico this year.

"In the past, people in Texas have rolled things like this off their back because they were savvy with Mexico travel, but this year had a qualitative different feel about it," Denton said. "After that warning came out, we saw a dramatic increase of people coming to our office asking questions and expressing concern. In many cases, we could alleviate any fears and concerns they had by sharing our knowledge of statistics and geography."

Karen Bavoso, a travel agent for the Houston-based Woodlake Travel Services, said clients who choose to cross the border, love it.

"People who have gone before have no problems going back," she said. "It's just people who have never been there that are afraid."

Of the DPS travel warning, she said, "It's kind of like they're saying, 'There's trouble in Texas.' Well, where in Texas? Texas (and Mexico) are huge. We advise our clients to be safe no matter where you go. You can be robbed anywhere."

jessica.priest@chron.com