The document summarizes a crisis response plan for addressing declining tourism in Mexico due to drug war violence. It provides background on increasing violence harming tourists and damaging Mexico's economy. Recommendations include conducting research to identify safer regions to promote, partnering with travel agencies and airlines, and openly communicating safety measures and initiatives with governments, media, and international communities to restore confidence in Mexico as a tourist destination. The government aims to contain the crisis and implement strategies to curb violence under an excellence theory framework using stakeholder feedback.