"This episode of violence has been concentrated in very specific pockets of the country," Lopez-Negrete said. "You're not going to stop going to New York because there's an incident in Dallas."
Salvador Gonzalez, owner of Baja Adventures & ATV Tours in San Diego, has fielded a flurry of questions from concerned American clients.
"It's frustrating, since unfortunately only the bad news gets out. But Mexico is so much more than that," said Gonzalez, who leads small groups on weekend tours of sites in northern Baja California.
The State Department advisory pointed out that the violence common in border regions tends to be less pronounced in Mexico's tonier resort areas and tourist destinations.