The B Corp-registered operator has now launched its inaugural Colombian itinerary, a meticulously crafted 14-night journey which is available immediately, with further Colombian experiences being planned for 2025.

While Colombia has traditionally drawn visitors primarily from the US and neighbouring South American nations, Carol Savage, CEO of Not in the Guidebooks, foresees a dramatic shift in this pattern. 

Fresh from her recent visit to the country, Savage predicts Colombia will emerge as a significant growth destination for British travellers over the next decade. She also believes it will be a big hit with those travellers and holidaymakers who are looking to venture beyond the mainstream holiday spots.

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 in 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 pristine coral beaches, and from soaring mountain ranges to verdant highland coffee plantations."

“What particularly resonates with our values at Not in the Guidebooks is Colombia’s commitment to positioning sustainable tourism as a key economic driver, which perfectly mirrors our own strategic vision for responsible travel,” Savage concluded.