About Us
Your U.K. & Ireland active DMC
We’re the U.K.’s leading full-service destination management company.
That sounds a little dry for a dynamic group of people that love travel with heart, body and soul. From our amazing tour guides (all 100 of them), our entire team, through to our founder, Will, active travel is in our blood. Through our tours, we want to ignite that passion in others.
Every customer-facing member of our team knows how to guide trips. It’s this hands-on experience that our partners receive in all phases of our operation, from initial tour planning through to post-trip evaluation. We are an organised bunch and genuinely care about getting the fine detail right – every time. Our luxury adventure tours promote our countries and cultures in ways that you won’t find in the guidebooks – but you’ll definitely find in the local pubs, the beautiful villages and breathtaking wild landscapes.
We can’t take credit for the fantastic views, fresh air and the natural beauty all around us. But we can promise that your guests will experience all of this, and much more, on a tour with us.
Founder's Story
“I’ve always had a passion for active adventure travel. I cycled the Loire Valley one summer with my family and saw firsthand how thousands of cyclists were touring from chateau to chateau, experiencing the best sites together.”
“I couldn’t understand why, when I returned home to Oxford, there was nothing like it in the U.K. After all, I had Blenheim Palace, Downton Abbey, the historic colleges and cobbled streets of Oxford, and the Cotswolds and Bath on my doorstep! One weekend, I cycled that route, built a website, and here we are.”
“As our fantastic partnerships have grown, in 2026, I’m delighted to launch Adventure by AE, specifically for our tour operator and travel agent partners.”
“It’s a privilege and a pleasure to share the beauty of the U.K. and Ireland with international visitors, so we can give them the best week of their year.”
Will Cairns, Founder
