Tour operator Active England has formed a brand focused exclusively on the trade, Adventure by AE.
The brand was created for travel advisors seeking active adventures in the U.K. and Ireland. Adventure by AE will develop bespoke itineraries for guided and self-guided trips, featuring walking, cycling and wellness.
The brand will operate in the U.K. this year and launch next year in Ireland. Active England said the trade-only brand formalizes "years of collaboration with trade partners and responding to growing demand for deeper regional access across the whole of the U.K."
"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," said Active England founder and managing director Will Cairns.
Sample itineraries are available online to spark inspiration.
One example is a seven-day hiking trip in England inspired by film and television. The itinerary visits Blenheim Palace in Woodstock, a castle used for the filming of "Bridgerton." It also explores the village of Bampton, the backdrop of "Downton Abbey," and the filming locations from the Harry Potter films.