There's an unwritten rule in destination promotion that says you're not supposed to bash the other guy.
It's OK for Colorado to brag that it has great skiing, for example, but it shouldn't, and doesn't, claim that it's better than Vermont. Privately, a tourism official from Florida's Gulf Coast might say something snarky about Fort Lauderdale, but not in print, not in an ad campaign.
That's the code, anyway. Texas, however, is coming close to breaking bad with its advisory to spring break travelers to avoid Mexico. Not just part of Mexico, all of it. That's right, the entire country.
Admittedly the advisory comes from the Texas Department of Public Safety rather than the tourism office, but it comes at a time when the state's resort communities are courting spring break business, and it is directed specifically to spring break travelers. If Mexico is as unsafe as Texas claims, then why is the advisory limited to spring breaks?
Leaving aside the question of why Texas gets to have its own foreign policy, these repeated advisories from Texas would have a lot more credibility if they focused on specific incidents or specific areas. Texas has some fine beaches, but statistically speaking, Texans are probably just as safe in Cancun or Cabo as they are in Corpus Christi.