‘We don't send our guests to war zones – but we can give partners there hope’

But our decision, as reported by TTG and others, to keep Palestine and Israel in the brochure – despite the war in Gaza – caught the attention of many.

The response gave us cause to reflect on why we did so, why we think it matters – and what it means for the agents that sell our products.

It’s worth clarifying a number of things upfront. Firstly, we would never send our clients into areas of conflict. All of our trips to Israel, Palestine and Lebanon are currently suspended, and we adhere to Foreign Office advice.

Secondly, our programme features Jerusalem, Jericho, Bethlehem, Hebron and other places in the West Bank. It has never included trips to Gaza.