Travel agents and tour operators have already said that the Sochi Winter Olympics have been a lukewarm sale at best.

Friday, the U.S. State Department may have turned that forecast to stone cold with its travel alert targeting the Olympics.

The alert pointed out that issues centered around medical care, terrorism, crime, public demonstrations, and LGBT safety concerns as reasons for issuing the alert.

Large events that attract hordes of people like the Olympics are often labeled terrorist threats.

The State Department said that while it was not aware of specific threats targeting Americans, there is an active terrorism cell making noise leading up to the Sochi Games.

The Caucasus Emirate has called for attacks on the Olympics, the State Department alert said. The threat level is not clear, but the group has executed large-scale attacks in the past, hitting public gathering places such as a ski resort, a metro transit system, a high-speed rail,an airport and a theater.

The alert said that travelers need to take particular precautions on public transport. The area around Sochi has been targeted by terrorists as recently as a few weeks ago.

Before you panic too much, understand that the department’s definition of “around Sochi” included the targeted area of Volgograd, nearly 500 miles from the main Olympic venues. There have been three Volgograd suicide bombings targeting public transportation, one in October and two December blasts within the same 24-hour window.

Some terrorist watchdog groups have said that the recent Volgograd attack was a warning shot meant to instill fear around the Games, but most experts feel there’s no groups with the means to launch an attack that could penetrate the heightened security presence around the Games. 

FBI Director James Comey highlighted the increased security during a Thursday briefing in Washington.

"We have been in regular communication -- including me personally -- with their security organizations to make sure we're coordinating well. I think that we are," Comey told reporters. "We've improved our information sharing on counterterrorism, and it's important. Securing any Olympics is an enormous task. It's particularly challenging in Sochi because of its proximity to areas of unrest and sources of the terrorist threat. The Russian government understands the threat and is devoting the resources to address it."

Comey also said the FBI plans a small but effective presence in Sochi.

The alert also pointed to the country “untested” medical system and urged tourists to purchase private medical evacuation insurance as a failsafe measure.

Lastly, there’s the threat to lesbian, gay, bisexual and transgender Americans, with the Russian government’s laws against public demonstration of homosexuality and “propaganda of nontraditional sexual relations” to minors.

This will be the largest test of that law, which also applies to foreigners. Russian officials have repeatedly said they will not succumb to worldwide pressure to repeal the law, and the alert pointed out that the definition of “propaganda” is vague at best. Penalties have been made clear though, as conviction on a charge could result in a fine, jail time and deportation.

Some experts have said that Thursday’s alert is the latest salvo in a high-level game of chicken between world leaders and the Russian government around the controversial anti-gay legislation.

The State Department offered myriad online resources for those still looking to travel to the Games, including a Sochi fact sheet, country specific information for the Russian federation, links to join the Smart Traveler Enrollment Program to receive pertinent safety and security information, links to the U.S. Embassy in Moscow and the embassy’s U.S. Citizen Services website.

The State Department gave travelers some practical travel updates, including a reminder that hotels are limited in the areas around the Olympics. The alert said that recent prices for hotel rooms are trending around $750 to $1,000 per night.

Follow me on Twitter @TimWoodPulse.