For years, the El Paso-Juarez Trolley Company’s border jumper trolley could be seen crossing the international bridge in downtown El Paso every hour. Even though it attracted tourists, El Pasoans also used it.

“My parents used to like to go to Juarez, so they would ride the trolley and take me, and I thought it was fun,” said Roberta Rodriguez. Some of her fond childhood memories growing up in El Paso included the family’s trolley ride into Juarez.

The drug war in Juarez has claimed more than 1,500 lives in Juarez this year, and the uncertainty has El Paso’s tourism officials taking precautions.

“We had to make a conscious decision that we have a fiduciary responsibility to tourist. We can't put them in harm's way, so we encouraged them (the El Paso-Juarez Trolley Company’s border jumper trolley) to shut down over the next few months to see what happens across the border,” Bill Blaziek, general manager for the El Paso Convention and Visitors Bureau.

The border jumper, which had became an El Paso icon, would take riders to eight locations in Juarez. For newcomers, it was a convenient way to explore the area.

“I've been across the border in Laredo, Del Rio and other places. El Paso's the only border town in Texas that I haven't been across. So, I'm definitely going to go check it out,” said Justin Milam, who plans to move to El Paso.

Now, instead of promoting two nations during one vacation, the El Paso Convention and Visitors Bureau is having to change its tactic, and is discouraging tourists from going to Juarez.

“What we're focusing on now is 'Visit El Paso; it's more than you imagined; surprise yourself,” said Blaziek.

El Paso-Juarez Trolley Company has closed its offices. It’s now handling business via phone and is offering tours in El Paso only. For more information call, 915-544-0061.