Home to a rich history, stunning natural scenery and some of the continent's friendliest and most sophisticated people, Colombia offers many reasons to visit. Unfortunately, the threat of violence hangs over every aspect of Colombian life – and not only for those involved in the country's drug trade or its four-decade-long civil war. There's every reason to be cautious about a trip to Latin America's fourth largest nation – as Uruguayan writer Eduardo Galeano has pointed out, there are more homicides in any given weekend in Cali or Medellín than in an entire year in Norway. If that weren't bad enough, Colombia is also the kidnapping capital of the world.

Colombians like to call their country Locombia, or the "mad country", a nickname that alludes not only to their self-destructive streak but also their penchant for revelry. This exuberance is among Colombians' greatest charms, as though they are compensating for their country's poor reputation abroad by being some of the warmest and friendliest hosts anywhere. Perhaps this warmth owes itself to their diverse roots – more than any other country in the Andes, the mixture of the European with the African and indigenous is more complete. The result is a rich culture and a nation of proud citizens anxious to show their country off.

There's certainly plenty to put on display. In an area roughly the size of France, Colombia – the only country in South America to border both the Pacific and the Caribbean – offers every eco-system imaginable, from the Amazon rainforest near Leticia to the snowcapped mountains of the Sierra Nevada de Santa Marta. The same rugged landscape that has long fragmented economic and political power could still contribute to Colombia's future prosperity should the war end and tourism follow its natural course.

For now, though, tourism is barely even an industry. Only about 750,000 foreigners arrived to Colombia in 2002, most of them to do business or visit family. Perhaps that's why experienced travellers rightfully refer to the country as Latin America's best-kept secret.