Active England Tours has launched a new B2B focused
trade-facing brand created to serve tour operators and travel advisors seeking active
adventure experiences across
the U.K. set to launch in 2027.
The new Adventure by AE marks the next phase of Active England’s
evolution responding to growing demand for deeper regional access across the U.K.
As part of the launch, Scotland is now fully operating under the Adventure by
AE umbrella.
“Adventure by AE allows us to grow in a way that feels true
to who we are,” said Will Cairns, Founder and Managing Director of Active
England in a statement. “We’ve always believed the most memorable
trips come from slowing down, going a little deeper, and spending time in
places that mean more.”
He added, “This new brand gives our partners greater
confidence in our wider U.K. and Ireland capability, offering clearer structure
and access to the same level of quality, care, and authenticity that has always
defined our work, while allowing us to expand carefully and deliberately.”
Sample itineraries under the Adventure by AE portfolio
include:
- Luxury Cotswold Hiking: a refined walking
journey balancing scenic sections of the Cotswold Way with private access and
unhurried pacing.
- Classic Scotland Biking: a royal route tracing
Scotland’s finest roads from Speyside through the Cairngorms to Perthshire,
pairing challenging rides with closed-door tastings.
- The English Wine Route: a limited-edition
journey through the South Downs blending gentle walking with behind-the-scenes
vineyard access and England’s celebrated sparkling wine scene.
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