Active England launches Adventure by AE as new B2B trade brand

COTSWOLDS, ENGLAND – Active England has officially unveiled Adventure by AE, a new B2B-focused trade brand created to serve tour operators and travel advisors seeking professionally operated active adventure experiences across the United Kingdom. Ireland is scheduled to be added as a destination in 2027.

The launch represents the next phase in Active England’s development, formalising long-standing collaboration with trade partners and responding to increasing demand for deeper regional access, tailored itineraries and hands-on operational support across the U.K.

Adventure by AE has been designed as a trade-facing structure that supports partner distribution while maintaining Active England’s established approach to experience design, with an emphasis on regional knowledge, people and place.

As part of the rollout, Scotland is now fully operational under the Adventure by AE brand. The market is supported by a dedicated country manager, regional guide teams and established local operations. This expansion complements Active England’s existing operational presence in the Cotswolds, Southwest England and Northern England.

“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.”

Adventure by AE operates exclusively within the B2B segment, working with tour operators, travel advisors, consortia and experiential travel brands. The company designs bespoke guided and self-guided walking, cycling and wellness itineraries, operating as an extension of its partners’ brands through bespoke, co-created and white-label collaboration models.

Guides play a central role in the delivery model and are selected based on local knowledge, storytelling ability and personal engagement, alongside technical expertise.

Sample itineraries within the Adventure by AE portfolio include Luxury Cotswold Hiking, combining sections of the Cotswold Way with private access and paced walking; Classic Scotland Biking, a route through Speyside, the Cairngorms and Perthshire incorporating cycling and closed-access tastings; and The English Wine Route, a limited-edition itinerary in the South Downs linking gentle walking with vineyard access and English sparkling wine production.

Ireland has been confirmed as the next market for expansion in 2027, marking the next stage in Adventure by AE’s planned growth, driven by partner demand and a focus on operational delivery.

The article Active England launches Adventure by AE as new B2B trade brand first appeared in TravelDailyNews International.

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