Active England Launches Adventure by AE: New B2B Brand for UK Adventure Travel

For years, the United Kingdom has been a staple of the global travel market, but a new wave of travelers is no longer satisfied with just seeing the sights from a bus window. They want to feel the crunch of gravel under their tires in the Cotswolds, taste the salt air on a coastal hike in Cornwall, and toast to a day’s journey at a hidden Highland distillery.

Responding to this growing hunger for authentic, high-touch experiences, Active England has officially unveiled Adventure by AE. This new, dedicated B2B trade brand is designed to be the ultimate silent partner for tour operators and travel advisors looking to offer deeper, more meaningful UK adventures.

A New Era of Partnership

Active England has long been a leader in the adventure space, but the launch of Adventure by AE marks a significant strategic pivot. This isn’t just a rebranding; it is a formalized commitment to the travel trade. By operating exclusively within the B2B space, Adventure by AE functions as an extension of its partners’ brands, offering white-label solutions, co-created itineraries, and bespoke guided journeys.

“Adventure by AE allows us to grow in a way that feels true to who we are,” says Will Cairns, Founder and Managing Director of Active England. “We’ve always believed the most memorable trips come from slowing down and spending time in places that mean more.”

Expanding the Footprint: Scotland, England, and Beyond

The timing of this launch coincides with a massive operational expansion. While Active England has deep roots in the Cotswolds and Southwest England, the Adventure by AE brand brings a fully operational presence to Scotland.

With a dedicated country manager and a regional team of expert guides on the ground, the brand is ready to deliver high-end Scottish adventures—from biking through the Trossachs to luxury hiking in the Highlands. And for those looking ahead, the brand has already confirmed that Ireland will be added to the portfolio in 2027, creating a truly Pan-British and Irish adventure offering.

The Three Pillars of Adventure by AE

What sets this brand apart in a crowded marketplace? It boils down to three core strengths:

Authentic Regional Access: Instead of “checklist tourism,” Adventure by AE focuses on “people and place.” Their itineraries are built around the quieter moments—meeting a local artisan, finding a trail known only to locals, or staying in family-run luxury boutiques.

Expert Craftsmanship: Whether it’s the Luxury Cotswold Hiking tour or the Classic Scotland Biking journey, every trip is designed by people who actually live and breathe the terrain.

Seamless B2B Integration: Travel advisors and operators can sell these trips with total confidence, knowing they have the backing of a full-service Destination Management Company (DMC) that handles the logistics, safety standards, and storytelling.

Why Slower Travel is the Future

The travel industry is currently witnessing a “Slow Travel” revolution. Modern explorers are increasingly prioritizing sustainability and physical wellness. Adventure by AE taps into this by offering journeys that are carbon-conscious and physically engaging.

One standout example is The English Wine Route—a walking tour that combines the physical activity of hiking through the rolling hills of Southern England with exclusive, “closed-door” tastings at the country’s premier vineyards. It’s an itinerary that perfectly balances adventure with indulgence, proving that “active” travel doesn’t have to mean “roughing it.”

Building Confidence for Global Partners

For international travel advisors, selling the UK can sometimes feel limited to London and the major landmarks. Adventure by AE provides the bridge to the “rest” of Britain. By offering a clearer structure and a dedicated B2B brand, Active England is giving global partners the confidence to market the UK as a premier adventure destination.

As we look toward 2026 and 2027, the message from the Active England team is clear: the most meaningful adventures happen when you step off the main road. With Adventure by AE, the travel trade now has the perfect guide to help their clients do exactly that.

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