ROSARITO, BC Mexico -- The Mexican government is taking a tougher stand against the drug cartels. But it may be too late to save the much needed Spring Break season in Rosarito.

That’s because of the impact the cartel violence has had on tourism in northern Baja, California.

It shouldn't be like this. Not this month. Empty beaches. Empty streets and empty bars. What used to be a Spring Break destination is nothing more than a memory.

“Yeah, it’s supposed to be busy but its not busy. It’s dead,” said restaurant owner, Ricardo Aguilera.

How far down is business in Rosarito for some? Ask the guys at Papas and Beer.

“Right now, maybe 60 to 65 percent down, from three years ago,” said Papas and Beer Manager Manuel Gurollo. Once the most popular place, day or night for college students, it now sits empty.

A sad sight for those who believe in Baja and understand what a lack of tourism can do to this community.

“It’s horrible. It’s horrible. People are starving here and this is like a totally cool place to come,” said Amy, who has a home in Big Bear Lake and Rosarito.

Who's to blame? Some of the locals tell 10News it’s the media's fault.

Rosarito resident Michael Coskey told 10News, “I feel it’s a media ploy. Bad news sells in the states.”

Then there are the images most of us have seen recently from Northern Baja. Drug violence and heavily armed police who must mask their faces to protect their identity from the cartels.

But a warning from the U.S. State Department, issued in February about traveling to Mexico didn't help tourism either. Look closely at paragraph three, `the greatest increase in violence has occurred near the U.S. border.’

“That was a bad message and I think it wasn't justified, to take it to that degree,” said Baja Tourism Secretary Oscar Escobedo.

Justified or not, the message from the State Department has helped keep tourists away and others think twice about spending their Spring Break there.

“You know what,” said Spring Breaker, Alisha Respicio, “I will be honest, I was actually reluctant at first.”

Night time on Rosarito Boulevard. Three years ago, it could take you a half-hour to wade through the mass of people from one end of the Boulevard to the other. But, on one recent weekend night, there is no traffic and only a handful of people.

“I think when you go internationally anywhere, whether it’s Europe, Asia or Mexico, anything can happen anywhere,” said a lone tourist named Caesar.

The Secretary of Tourism says most people see the problem as temporary. He admits too many in power turned the other way for decades when they should have been fighting the drug cartels. he says, the area is now paying the price.