The borderlands went through a dramatic transformation in the first half of the 20th century, establishing itself as a major AGRICULTURAL center. At the same time, the region also developed its reputation as a desirable vacation destination for Northerners looking to escape the winter months. Cities in the Rio Grande Valley began attracting tourists as early as the 1920s, offering a year-round mild climate, semi-tropical wildlife, and deep-sea fishing excursions. Easy access to Mexico also encouraged tourism to the area, with many Mexican border towns actively catering to visitors coming from north of the Rio Grande. Many Mexicans take issue with this dedication to border tourism, however, believing it creates a questionable moral climate for the purpose of attracting American dollars.