Matamoros, Mexico: The Border Town That Wants Lure Spring Breakers Despite Cartel Violence

In Matamoros, Mexico, a new tourism director is pouring $2 million into luring visitors for spring break.

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    Ruben Garcia, manager and owner of Garcia's souvenir shop, checks prices on clay dolls in his store in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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    Two clerks work at a Garcia's souvenir shop in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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    A man walks by a boarded up Garcia's souvenir shop in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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    Two men walk by a boarded up souvenir shop in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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    The building that once housed the Planet Music Lounge sits gutted and damaged in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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    The once popular Garcia's Restaurant is almost empty in Matamoros, Mexico, Friday, Feb. 28, 2014. In the midst of a three-year increase in American tourism in Mexico, communities along the Rio Grande are trying to win back U.S. tourists and revitalize their tourism industry. (AP Photo/Olga Rodriguez)
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