U.K.-based active travel company Active England Tours introduced Adventure by AE, a new, trade-focused brand designed to support tour operators and travel advisors in search of authentic adventure experiences operated by professionals through England, Scotland, Wales and Northern Ireland. An expansion into Ireland is planned for 2027.
© Adventure by AE
“Adventure by AE allows us to grow in a way that feels true to who we are,” said Will Cairns, founder and managing director, Active England. “We’ve always believed the most memorable trips come from slowing down, going a little deeper, and spending time in places that mean more. 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.”
Drawing on strongly established relationships with a wide array of trade partners, Adventure by AE offers curated itineraries combined with hands-on operational support. The fully functioning Scotland branch has a dedicated country manager, regional guide team and proven ground operations division. These services are augmented by Active England’s well-established operational bases in the Cotswolds, Southwest England and Northern England.
© Adventure by AE
Operating within the B2B domain, Adventure AE brings together tour operators, travel advisors, consortia and experiential travel brands — all with the goal of creating engaging, immersive journeys that include guided and self-guided walking, cycling and wellness expeditions.
Among the currently offered tours are Luxury Cotswold Hiking, a walking journey that takes in some of the most beautiful sections along Cotswold Way; Classic Scotland Biking, a royal route that includes closed-door tastings and challenging rides along some of the best roads from Speyside through Cairngorms to Perthshire; and the limited-edition South Downs journey along The English Wine Route, with a combination of easygoing walks and private vineyard access.
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