Many people have a perception of Ethiopia as a barren and dusty land, says Jonny Bealby founder of Wild Frontiers.

Once you have been there, you will remember the Ethiopian people laughing and having fun, he says. Street markets spring up spontaneously and festivals abound.

The people are healthy and live in a land rich in culture and ancient history. The 12th Century rock-hewn churches of Lalibela and the 17th Century castles of Gondar are UNESCO world heritage sites.

The scenery is spectacular, adds Bealby. Highlights include the Simien Mountains, the Blue Nile Falls and Lake Tana. Ethiopia is also a country rich in birdlife.

Wild Frontiers takes a group to the annual Timkat Festival in January. The company, which aims to combine luxury with adventure, also leads several other tours in Ethiopia, including a walk in the Simien Mountains.