Active England Unveils Adventure by AE

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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