U.K.-based active-travel company Active England Tours has launched Adventure by AE, a trade-focused brand created to support tour operators and travel advisors seeking authentic, professionally operated adventure experiences across England, Scotland, Wales and Northern Ireland. 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 of 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.”
Built on long-standing relationships with a diverse range of trade partners, Adventure by AE provides curated itineraries paired with practical operational support. The Scotland branch is already fully operational with a dedicated country manager, a regional guide team and an established ground operations division. These services are supported by Active England’s operational hubs in the Cotswolds, Southwest England and Northern England.
© Adventure by AE
Operating in the B2B market, Adventure by AE connects tour operators, travel advisors, consortia and experiential travel brands with immersive, well-managed journeys. Offerings span guided and self-guided walking, cycling and wellness expeditions designed to showcase rural landscapes, cultural highlights and local hospitality while prioritizing safety and logistics for trade partners.
Current itineraries include Luxury Cotswold Hiking, a walking route that features some of the most scenic sections of the Cotswold Way; Classic Scotland Biking, a challenging cycling itinerary from Speyside through the Cairngorms to Perthshire that pairs demanding rides with exclusive closed-door tastings; and a limited-edition South Downs experience along The English Wine Route, combining easy walks with private vineyard access.
Adventure by AE’s trade-first approach focuses on clear communication, dependable local operations and adaptable programming to meet the needs of partners creating bespoke or small-group experiences. By offering hands-on support, local guides, and tested logistics, the brand aims to make it straightforward for travel professionals to sell authentic outdoor adventures across the U.K., with Ireland on the roadmap for future expansion.