MATAMOROS, Mexico - The Mexican border city of Matamoros long ago gave up catering to Spring Breakers who would cross over in droves from Texas beach resorts.
But in the midst of a three-year increase in American tourism in Mexico, Matamoros now sees the potential to reopen many of the bars and restaurants that closed after cartel violence drove tourists away.
The city plans to open a children's water park and pier to lure Mexican visitors for Holy Week next month. It wants to focus next year on luring Spring Breakers from South Padre Island, Texas. A pivotal part of that plan will involve working to reopen businesses geared toward young Americans.
Other former Spring Break meccas, such as Rosarito Beach south of California, now focus on attracting wealthier, middle-aged travelers.