Active England Launches B2B Brand Adventure by AE

U.K.-based tour operator Active England has announced Adventure by AE, a new brand set to launch in 2027 that will exclusively serve travel advisors and tour operators.

Active England is an adventure travel company that specializes in walking and cycling tours in England, Scotland, and Wales. Functioning as a full-service DMC and tour operator, the company offers white-label, bespoke, and set departure tours, with options for guided, self-guided, and private departures.

With Adventure by AE, Active England is strategically expanding into the global B2B travel market to meet growing demand in the adventure travel segment. As part of this development, Scotland now has a dedicated country manager, regional guide team, and on-the-ground operations, and Ireland is confirmed to be added in 2027.

Sample itineraries within the Adventure by AE portfolio include Luxury Cotswold Hiking, a guided small group tour through the beautiful Cotswold countryside; Classic Scotland Biking, a cycling tour that combines scenic explorations and closed-door tastings; and The English Wine Route, a walking tour focused on behind-the-scenes vineyard access.

“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.”