Fake AI images spike confusion in Mexico, but “no cancellations,” says one advisor

STORY BY JESSICA HURAS AND MICHAEL PIHACH

When Mexican special forces killed cartel leader Nemesio Rubén Oseguera Cervantes, known as "El Mencho," last Sunday (Feb 22), the retaliatory violence that followed — cars set on fire, roads blocked across 20 Mexican states — was real.

But some of what was spread online was not.

As Canadian tourists sheltered in place, fabricated images and false claims circulated widely on social media, including posts suggesting Mexican cities and landmarks were being destroyed.

Among the most widely shared false claims were reports that the international airport in Guadalajara had been attacked by gunmen, a fabricated photo of an airplane on fire on the runway, and claims that American and Canadian tourists were being held hostage.

Posts also wrongly suggested smoke was billowing from a church and multiple buildings in Puerto Vallarta.

The Canadian Press fact-checked and debunked a number of widely-circulated images, including one panoramic view that appeared to show multiple fires burning across a Mexican city, which some social media users claimed showed Puerto Vallarta.

False and misleading content often surges after major news events.

READ MORE: Canadian travel advisor living in Mexico calls for "perspective" after Puerto Vallarta scare

Experts say misinformation spread unusually fast following the death of El Mencho, not only through unsuspecting users but in some cases through cartel-linked efforts to amplify fear.

Researchers said the spread appeared to be fuelled in part by a coordinated propaganda campaign by organized crime, aimed at making its retaliatory violence look greater and more terrifying than it was.

"They are trying to show that the Mexican government doesn't have control over the country," said Jane Esberg, assistant professor at the University of Pennsylvania, who has studied how Mexican criminal groups use social media.

She told Reuters the strategy helped create a narrative that the cartel had a presence across the country, while making it difficult to establish the actual scale of the violence.

Social media helps & hinders

For travel advisors on the ground, the information environment was difficult to navigate in real time.

Earlier this week, PAX spoke to Canadian travel advisor Erin Steyn, working in Playa del Carmen this winter, who said the volume of AI-generated content made the situation harder to read for clients back home.

"Social media helps and hinders at the same time," Steyn said. "It helps us communicate with each other with live feeds of what's happening, which is amazing."

But unverified posts compounded the confusion. "AI-produced images and people creating noise spreads misinformation, making things impossible to navigate," she said.

"It's easier for people who live in Mexico to understand, but people in Canada are wondering if they should get on a plane tomorrow. I understand why they're confused."

Steyn cited a local example: "Here in Playa del Carmen, there was an AI video of an Argentinean restaurant on fire and half the people in town thought it was real. But it was AI. That's inciting fear, which is wrong. Social media allows us to communicate with each other, but it's equally as dangerous."

Mexican cartels have long used social media for propaganda, but AI tools have expanded their capacity for more sophisticated fake content.

The rise of narco influencers — social media personalities who built large followings promoting organized crime — has added another avenue for amplification.

Mexican President Claudia Sheinbaum said authorities were working to counter the misinformation, noting there were "many, many fake news stories" circulating, according to Reuters.

Steyn said separating fact from fiction, today, has become an essential part of a travel agent's job. 

“No cancellations” says travel advisor

The circulation of fake news marks the latest complication in Mexico, after cartel violence struck Puerto Vallarta and other cities across Jalisco, temporarily forcing flight suspensions to the region.

By Tuesday (Feb. 24), Global Affairs Canada said the security situation in Jalisco, as well as in the states of Sinaloa—home to Mazatlán—and Quintana Roo, which includes Playa del Carmen and Cancun, had stabilized.

And, as reported, Canadian airlines have resumed flights to Puerto Vallarta and elsewhere, like Guadalajara, signalling a return to normal from an operational standpoint.

Reports of stranded Canadians trying to get home continue to make headlines, however. Some customers have gone on record to complain about the lack of communication they’ve received from some airlines.

Canadian carriers say they've been adding capacity to meet the spike in demand for outbound flights. 

On the social media platform X, Air Canada, on Friday (Feb. 27), noted the deployment of larger aircraft, including Boeing 787 Dreamliners, to Puerto Vallarta this week, adding 711 additional seats. 

WestJet, too, says it has added additional flights to accommodate passengers trying to fly home. Flair Airlines is doing the same.

For Canadian travel advisors – especially those with clients in Mexico, or with upcoming travel – it’s been a week of watching closely, asking questions, and helping make sense of a fast-moving situation.

Ontario-based travel advisor Amanda Beaver of GLOW Travel told PAX that despite this week’s frightening events, she has not seen any cancellations, or a decrease, in bookings to Mexico,

“We’ve had a few clients ask for reassurance, but once we explain the geographic distance and confirm that airports, resorts, and tour operators are functioning normally, most feel comfortable proceeding with their plans,” Beaver said. “In fact, we have had several families depart for Cancun this week without cancelling or pivoting.”

But Beaver does often see an uptick in client questions whenever negative headlines about Mexico appear – “particularly from travellers who may not be familiar with the geography,” she said.

“Puerto Vallarta is on the Pacific Coast, while the majority of our clients visit the Mexican Caribbean, which were not operationally impacted,” Beaver said.

Moments like this week’s events highlight the value of working with a travel advisor, Beaver added.

“Our role is to monitor official advisories, stay in close contact with suppliers, provide factual updates, and filter out the inaccuracies that can circulate quickly on social media,” she said.

“What I’m telling clients is simple – stay informed, understand the difference between localized incidents and destination-wide issues, purchase travel insurance, and work with a travel professional who can monitor developments in real time.”  

“As travel advisors, we have influence,” she continued. “The way we communicate during moments like this matters. By sharing verified information, maintaining close supplier relationships, and providing geographic clarity, we help stabilize consumer confidence.”

“That steady, professional messaging not only protects our clients, it supports the tourism economies that depend on our industry.”

Not the end of tourism

This week’s events in Mexico didn’t stop Calgary-based Beth Beier of TierOne Travel from hopping on a plane to Los Cabos, on the southernmost tip of Mexico's Baja California Peninsula

“Mexico is a beautiful country and the situation, due to cartel activity, was not directed at tourists.  It’s important to stay abreast of situations, but to also not polarize, or believe false reporting from social media,” Beier wrote on her Facebook page earlier this week.

“While the events in Puerto Vallarta are frightening, this does not mean the end of tourism there. Flights are resuming, residents are already beginning the cleanup and life is returning to what was,” she wrote.

Beier recognized that “everyone has different comfort levels,” but is still encouraging her clients to keep their Mexico plans.

“I have been in this business long enough to appreciate all travel involves some measure of risk, and the level of acceptable risk is a personal decision,” she wrote.

There are “many types” of travellers

But is there a real concern that travellers might avoid Mexico?

Judy Karwacki, co-owner of Jubilee Travel in Saskatoon and founder of Travel Advisors Selling Mexico Adventures, said there are “many types” of Canadian travellers. 

“Some people worry more about personal safety, so they probably will not go. Others will want to wait and see what happens next,” Karwacki told PAX. “Then there are travellers like me. We have fallen in love with Mexico and can’t wait to return to its vibrant culture, rich history, beautiful nature, and warm, friendly people. We know that Mexico is a large country. Like some places in Canada, there is gang-fuelled crime and violence.”

However, visitors are usually not affected, Karwacki said.

“Mexico, including Puerto Vallarta, remains one of the easiest and most enjoyable destinations for Canadians,” she said. “It is well prepared to welcome tourists, with modern airports, direct flights, comfortable resorts and other accommodation options, and amazing activities and experiences.”

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