Baja California's tourism officials are launching a campaign at the end of the month to help bring back tourists. KPBS reporter Amy Isackson has the story.
One-and-a-half million fewer tourists visited Baja California last year compared to 2006. Many were put off by violence that's plagued the city.
Oscar Escobedo is Baja California's Secretary of Tourism. Escobedo says people who think Tijuana is dangerous do so because they see news reports about shootouts and robberies.
Escobedo : After ten times you see it on TV you think it happened ten times. But this is very focused and very specific. And my kids are still going to go to school in the state no matter if there's three or four more Columbines.
Escobedo says the state hired a crisis communications firm to help turn around Baja's image.
He says shops and restaurants will offer discounts to people with U.S. passports.
Come February first, all U.S. citizens who cross from Mexico to the U.S. must show a passport or other document to prove their citizenship.
Amy Isackson, KPBS News.
