FAKE NEWS: Cartels Are Using Social Media to Harm Mexico’s Tourism Industry

As we know all too well, the travel industry is vulnerable to all kinds of external shocks, from earthquakes to hurricanes, military conflicts to civil unrest. 

Increasingly, “fake news” and misinformation can be added to the list.

The weekend events in Mexico are a case in point. After Mexican security forces killed the country’s most wanted cartel leader on Sunday – in what would normally be seen as a positive – exaggerated reports of the ensuing violence spread wildly across social media.

They dealt a heavy blow to the future tourism prospects of a country which has built a massive industry based on the genuine hospitality of its people, the beauty of its beaches and landscapes and the compelling depth of its culture and cuisine.

There already was a significant segment of the Canadian population who would “never travel to Mexico,” for reasons including outdated perceptions of food quality and hygiene, unproven reports of adulterated alcohol and, yes, worries about cartel violence, though it rarely impacts innocent visitors seeking a vacation.

As Reuters reported, unrest did indeed break out in many parts of Mexico on Sunday. Loyalists to El Mencho, the leader of the Jalisco New Generation Cartel, set up roadblocks, torched buses and stores, and attacked gas stations in retaliation for his death. The photos were frightening and it is no surprise that visitors and those booked to travel to Mexico were spooked.

But as we are increasingly seeing in the age of AI, the situation looked worse online than it was in real life. And experts say that’s because Mexico’s tech-savvy cartels are using fake images and videos on social media to spread fear.

“They are trying to show that the Mexican government doesn’t have control over the country,” Jane Esberg, assistant professor at the University of Pennsylvania told Reuters. She has studied how Mexican criminal groups use social media.

Among the false reports was a claim that Guadalajara airport had been taken over by assassins and a plane on the runway was on fire. Images were seen of smoke billowing from a church in Puerto Vallarta that is a popular visitor attraction.

Travel industry members currently in Mexico tried to offer more balanced, firsthand perspectives.

“I’m currently in Tulum and I can honestly say there has been NOTHING here or in Cancun. Buy / Sell with confidence,” said Nino Montagnese, Vice President, Air Canada Vacations.

“I’m also told by friends in Puerta Vallarta that everything has gone back to the calm normal life they had before the disruption,” Montagnese added.

Frank Ventresca, owner of TRAVELSAVERS Canada member Ventresca Travel Agency, stated on Facebook: “Have clients in PVR who confirm all is well and calm seems to have been restored. Also have clients in Playa Mujeres who hardly knew anything was going on. Lots of media hype.”

Linda Tobin-Nelson, Store Manager at CAA South Central Ontario said: “I am in Akumal and there have been no problems at all. Excursions all operating — everyone having a great time.”

When asked about cartel-linked social media accounts pushing fake news, Mexican Security Secretary Omar Garcia Harfuch told Reuters that authorities had already identified “various accounts” and that they would do a deeper investigation to determine which have “direct relationships with an organized crime group.”

Mexican President Claudia Sheinbaum agreed that there were “many, many fake news stories” circulating in the wake of the El Mencho killing. The government was working to refute them, she said, but there’s no question that damage has already been done.

Reuters notes that Mexican cartels have long used social media for propaganda efforts, from slandering rivals to publicizing crime groups’ community efforts, such as distributing aid during the coronavirus pandemic.

As bizarre as it may seem, Mexico has also seen the rise of “narco influencers” – social media personalities who build large followings while glorifying and even promoting organized crime.

Pablo Calderon, an associate professor in politics and international relations at Northeastern University London, told Reuters that cartels use social media to amplify their image and power and to shape public opinion, including through misinformation.

“Sunday was a good day for Mexican security forces,” he said. “But organized crime has been successful in shifting the narrative, away from the (military raid) to chaos.”

Jan Lapointe, Director, North America at Haven Resorts & Spas, which operates the beautiful Haven Riviera Cancun, shared her frustration with the exaggerated reports of danger that are causing some travellers to rethink – or even cancel – their Mexico vacations.

“The irony is people cancelling their vacations will harm the country, especially the people, even more,” Lapointe said.