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A group of armed men burst into a bar early Saturday in the Mexican resort city of Acapulco and began shooting, leaving 10 men dead and four wounded, officials said.

The Public Safety Secretariat of Guerrero state, where Acapulco is located, said the attack occurred at a bar located in the city’s Las Cruces neighborhood, where several shootouts have occurred and bodies have been dumped in recent days in actions attributed to organized crime.

Initial reports indicate that a group of men armed with rifles entered the bar in the wee hours of Saturday and began firing at those inside.

Local authorities said the victims were between the ages of 25 and 45, most of whom had suffered gunshot wounds in the back or head, authorities said without indicating a possible motive.

At least 30 people have been murdered in Acapulco in less than a week, including three children under the age of 10. On Wednesday, a 4-year-old girl with a gunshot wound in the chest and her mother were found slain in the back of a vehicle.

The Gulf, Beltran Leyva and Cartel Independiente de Acapulco drug mobs have been battling for control of that Pacific coast city, while in recent weeks messages supposedly signed by Sinaloa cartel hit men have been left alongside corpses.

The early Saturday morning attack came at a time when hundreds of thousands of travelers are heading to different tourist resorts in Mexico, including Acapulco, for a three-day holiday weekend.

The violence in Acapulco has dissuaded many tourists, mainly foreigners, from heading to that resort city, with the number of U.S. spring breakers visiting this year down sharply.

Tom Costello is the CEO, Partner & Co-Founder of Groups International, a company that provides marketing, consultative services, and technology solutions to the group and leisure travel markets.  Connect with him on TwitterLinkedIn, and Facebook or contact him by email.