The most difficult PR job in the world? Mexican city once considered the 'global murder capital' is now attempting to lure tourists back

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In 2010, Ciudad Juarez was considered to be the murder capital of the world, causing tourism to plummet.

Back then, the murder tally was recorded at 3,000, but last year 538 were killed. Per capita, that number is similar to the murder rates of cities like Detroit or New Orleans.

So, why has Juarez been unable to shake its bad reputation?

In 2010, the murder tally topped 3,000 in the city of Juarez (pictured), but today rates are similar to cities such as New Orleans and Detroit

In past decades, Americans would flock across the border from El Paso, Texas, to visit family and friends, frequent bars and restaurants and participate in the medical tourism for which the area is famous.

Today, however, the forty mile stretch known as the Juarez Valley has a reputation of being so dangerous that even police don't dare to enter.

'I think that many [people] still don't have much confidence, but things are now good here in Juarez,' Angel, 58, tells CityLab.com, attributing the change to a heavy security presence in the area.

'The reputation that was given to Juarez worldwide was really bad.'

With a reputation for drug cartels, the area has received an influx in police and other security measures to help clean up

Visible from El Paso, Texas, Ciudad Juarez is a Mexican border town once considered to be the world's murder capital

Juarez is near 'Murder Valley' on the US-Mexico border, where a ferocious drug war has been waging between rival drug cartels

The drug war, which raged intensely between 2008 and 2012, led to many locals fleeing for the U.S. or other neighbouring areas.

The valley was once home to a 60,000-strong community. Today only around 5,000 of the original residents remain.

And while outsiders need time to regain their confidence in the city as a possible tourist destination, Juarses also need time to re-build their social community.

While there are plans for a convention centre in the works, as well as strategic ideas to boost the medical tourism trade, many campaigns seem to be more about increasing self-esteem.

Recent efforts to rejuvenate the city's image among both foreigners and locals include the 'Juarez is Waiting for You' campaign in April and the summer's 'Proud to Be From Juarez' advert touted the city as being as beautiful as New York or Paris.

The Juarez Drug Cartel, which was once embroiled in a turf war with the Sinaloa Cartel, was known for its violence

Although the government has worked hard to clean up corruption within the local police force, some residents still believe there's a way to go as far as unemployment and security issues.

Thankfully, however, the turf war between the Juarez and Sinaloa cartels has essentially ended and the Sinaloa cartel has claimed victory of the trafficking route.  

No doubt about it, however, encouraging foreign tourists back to the city is one PR gig that would cause just about any expert to furrow their brow.

An 18-foot fence that runs along the US-Mexico border has made the trafficking situation worse for many residents of Juarez Valley

'Murder capital': There are 160 murders per 100,000 residents annually according to the authorities in San Agustin (pictured)

Earlier this year, MailOnline reported that the construction of the eighteen-foot tall fence along the US-Mexico border by the American authorities seven years ago made the trafficking situation worse for many residents of Juarez Valley.

Frustrated by the heightened security and greater difficulty of crossing into the United States, many of the narco-traffickers turned to kidnapping and extortion within the local community in order to continue earning.

In 2008, the Sinaloa cartel (run by 'El Chapo' Guzman who last year was detained by Mexican authorities) declared war on the Juarez cartel, leading to an explosion of gang violence in Juarez City. 

As the authorities began to take control of the city again in 2012, much of the business of borderland narco-trafficking moved into the Juarez Valley.

The sudden drop in manpower put an end to local industry, and today unemployment rates are high among the few residents who have opted to stay.