MERIDA, Mexico – A member of the Mexican media here covering the ASTA Destination Expo 2014 asked an intelligent question of ASTA president-CEO Zane Kerby and chairman of the board John Lovell:

“The perception of the American traveler regarding safety in Mexico is complicated. What can you do about that?”

It was a legitimate question.

And a legitimate concern.

While Merida and other popular tourist destinations such as Cancun and Playa del Carmel are considered ultra-safe and relatively free of the drug war that has plagued the country, Mexico nonetheless has developed a reputation – deserved or undeserved – as something of a lawless, Wild Wild West type of place.

“You touch on the perception of consumer buying and yes it’s been a problem, the perception of violence on the borders,” Lovell said. “But it has not been in the tourist areas. We’ve worked very closely with Mexico Tourism on a number of occasions to make sure our membership is educated about the perception problem. In my (travel agency in Michigan), with my travel advisors, it’s something we have to talk about every day. But I’m pleased to say that Mexico is still our No. 1 destination.”

Mexico Tourism has reported an overall increase of nine percent in the number of American visitors to Mexico in 2013 as compared to 2012, but visitors to traditional border towns – where much of the violence has taken place – has dropped five percent year-over-year.

The U.S. Department of State has not issued a travel advisory to Mexico since Oct. 24, and even then the caution was for traveling along border towns.

Mexican border cities such as Matamoros in the east, which once attracted thousands of spring breakers from nearby South Padre Island, Texas, to cross the border and enjoy a “Two Nation Vacation,” and Rosarito Beach in the west, which benefitted from those on vacation in Baja, Calif., have been virtually abandoned by tourists.

“There’s definitely a role for ASTA to play to clear up these perceptions. The media tend to overreact to any particular occurrence,” Kerby said. “Coverage of the isolated incidents has a tremendous impact on travel. ASTA has a responsibility to make people understand that these are not nearly as overblown as the media would have it.”