AE said Adventure by AE, which it describes as the next phase in the group's evolution, had been created to serve agents and tour operators seeking "expertly operated active adventure experiences" and followed "years of collaboration" with trade partners.
The launch, said AE, comes in response to "growing demand for deeper regional access across the whole of the UK", as well as "tailored itineraries and hands-on operational support".
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It also brings operations in Scotland fully under the Adventure by AE umbrella with support from a dedicated country manager, regional guide team and on-the-ground network. The more formal structure in Scotland complements AE's existing operational bases in the Cotswolds, the South West and northern England.
"Built on the belief the most meaningful adventures happen beyond checklist sightseeing, the brand offers partners a clear, trade-facing structure while preserving Active England’s signature approach to experience design - one rooted in people, place and the quieter moments that make journeys resonate long after guests return home," said AE.
Trips will span walking, hiking, cycling and wellness (Credit: Adventure by AE)
Will Cairns, founder and managing director of AE, said: "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 UK 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 will work exclusively with the trade, promising to "collaborate closely" with operators, agents, consortia and experiential travel brands on bespoke guided and self-guided walking, cycling and wellness itineraries, which can be tailored, co-created and white-labelled, with Adventure by AE serving "as an extension of its partners' brands".
Guides will be central to Adventure by AE experiences, and will be chosen for their personality, storytelling ability, local knowledge and technical expertise.
Sample itineraries include a luxury Cotswolds hiking trip taking in scenic sections of the Cotswold Way, a Scottish cycling adventure from Speyside through the Cairngorms to Perthshire pairing rides with closed-door tastings, and an English wine route offering behind-the-scenes access to celebrated vineyards.
