Colombia has been added to an expanded range of countries featured by Not in the Guidebooks.
The South American nation is being touted by the company as a “significant growth destination” for British travellers over the next decade.
The B-Corp registered operator has introduced a 14-night itinerary and plans further growth in 2025.
Chief executive Carol Savage, fresh form a recent visit o the country, predicts Colombia will be a hit with travellers and holidaymakers looking to venture beyond mainstream holiday spots.
She sees a shift in the traditional pattern of Colombia drawing visitors primarily from the US and neighbouring South American nations.
Savage said: “Colombia remains an undiscovered jewel for British travellers, and with its remarkable diversity of experiences, it’s perfectly positioned to capture the imagination of those seeking authentic adventures, and especially those in search of lesser-known destinations.
“As the world’s second-most biodiverse nation, Colombia presents an extraordinary tapestry of landscapes and experiences – from the depths of the Amazon rainforest to the tallest palm trees in the world in the lush highland coffee plantations.”
She added: “What particularly resonated was meeting the different locals in all the places we visited who were all united in their mission to welcome tourists from all over and share with them stories of their history.
“Their determination to create a sustainable future as a key economic driver, also perfectly mirrors our own strategic vision for responsible travel.”
The Foreign, Commonwealth & Development Office (FCDO) currently advises against all but essential travel to parts of the country, including the borders with Venezuela, Panama and Ecuador and areas in central Columbia.
It warns that “drugs, organised crime and terrorism are inextricably linked in Colombia”.
Noting that pickpocketing, mugging and armed robbery “are a problem” especially in major cities, the FCDO warns: “British nationals have been robbed at gunpoint in the Candelaria area of Bogota and across many cities in Colombia.”