Concerns about the escalating violence and warring drug cartels in Mexico have some sun-seeking revelers rethinking their spring break plans this year.

Last month, the U.S. State Dept. released a travel alert warning that violence in Mexico has spiked recently, with the greatest concentration of bloodshed occurring in border towns. In response to the increasingly grim situation south of the border, many students have considered canceling trips to popular spring break destinations like Tijuana and Rosarito.

Since Mexican President Felipe Calderon committed federal troops to quell drug violence in the southern state of Michoacan in December 2006, over 7,300 people have died from drug-related violence. According to the University of San Diego Trans-Border Institute, there have been 741 drug-related deaths in Baja California alone since 2007.

“Robberies, homicides, petty thefts and carjackings have all increased over the last year across Mexico generally, with notable spikes in Tijuana and northern Baja California,” the State Dept.’s alert reads.

There have also been reports of public, daytime shootouts in border towns stretching from California to Texas, and according to the State Dept.’s most recent alert, there have also been several unsolved kidnappings of American tourists in recent years.

“Large firefights have taken place in many towns and cities across Mexico but most recently in northern Mexico, including Tijuana, Chihuahua City and Ciudad Juarez,” the alert continued. “During some of these incidents, U.S. citizens have been trapped and temporarily prevented from leaving the area.”

For some would-be travelers, the increased risk may prove a sufficient deterrent from crossing the border. Third-year political science major Analise Martinez said she is now reconsidering her travel plans.

“I was thinking about going because it’s just so much cheaper and you don’t have to be 21 to drink, but now I’m not sure if I want to,” Martinez said. “I know that’s there’s a very, very small possibility of something happening, but I don’t know if I even want to risk it.”

Patrick Evans, marketing communications coordinator for STA Travel, said that while places like Cancun and Acapulco are safe to visit, some parts of Mexico should be off-limits to spring-breakers.

“We’re advising students who are planning to drive to Mexico to consider alternatives,” Evans said. “We encourage students to travel anywhere but Rosarito and Tijuana.”

Arthur Carey, a representative from MexicoSpringBreak.com, countered that the media has over-hyped the current situation in Mexico. He said that rumors and unfounded fears are likely to hurt his business, which offers shuttle services from various college campuses - including UCSB and Santa Barbara City College - to beachfront Rosarito, just south of Tijuana.

“Every year it’s the same story with the warnings,” Carey said. “They always mix up the violence with spring break and they’re two completely different issues. The State Dept. has never talked about any specific incidents with tourists. All this is doing is hurting business.”

Carey also said that his company would not provide shuttle services if he thought that students would be in any sense of danger in Rosarito.

“As for Rosarito, there’s no reason for it to be called unsafe,” Carey said. “I wouldn’t be taking people if I thought they would be in danger.”

The State Dept. advises those who are still traveling to Mexico in spite of the warnings to always travel on major thoroughfares during the day and to avoid wearing expensive-looking jewelry.

In a recent statement, the department reminded party-seekers that “alcohol is involved in the vast majority of arrests, accidents, violent crimes, rapes and deaths suffered by American students on spring break.”

Evans reiterated this caution and urged student travelers to minimize risk and exercise sound judgment in any foreign country.

“Anywhere you’re going for international travel, it oftentimes involves excessive drinking and partying in unfamiliar situations,” Evans said. “It’s always important to practice common sense wherever you are.”