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Discover England Fund

What is the Discover England Fund?

The Discover England Fund (DEF) aims to drive inbound visits and spend and support the domestic market through delivering world class, stand-out, bookable tourism products – in response to market opportunities and consumer needs.  

At Active England we run a range of different adventures expanding and enhancing tourism in England, and are involved in DEF projects, ‘Great West Way’, ‘Uncover the Cotswolds’ and ‘Connections’, ranging from cycling, walking and cultural weekends in the Cotswolds through to heritage and active trips across England, which are perfectly suited to current consumer needs and which are constructed and conducted in an environmentally friendly way. 

'Uncover the Cotswolds'

This project encompasses the Cotswolds, Cheltenham, Gloucester and Forest of Dean and Wye Valley. 

The aim of the project is to uncover hidden gems, especially in lesser known parts of the Cotswolds and Forest of Dean, helping to extend the season of visitor interest and encouraging more people to stay here longer – and spend more money while they’re here.  It’s experience-led, but will benefit all our tourism businesses including accommodation, food and drink providers and our many wonderful shops.

We at Active England Tours are delighted to be involved in this project, creating an ‘active’ branch of this project by creating active itineraries throughout this region, examples of which can be viewed below and through the TXGB platform, in partnership with Visit England. 

Cheltenham & The Cotswolds Way 

Cirencester & The South Cotswolds

The Forest of Dean 

Sustainable North Cotswolds 

The North Cotswolds Way 



US Connections, a Discover England Fund project, is a large-scale collaboration between 13 destinations, led by Destination Plymouth, and is set to develop a series of new, immersive, bookable themed visitor experiences specifically for the American market.

Active England Tours is proud to be a partner in delivering a product with a pivot towards a UK domestic market, in light of Covid. Our goal is to create immersive and experiential itineraries with this new focus, and with some international travel trade engagement. Examples of our itineraries, helping people to escape the everyday, explore their WWII connections, re-connecting with their history and family, can be found below.

Plymouth Ancestry and Migration

Hampshire United Allies

Bristol Ancestry and Migration

Kent United Allies

Devon Ancestry 

Bath Ancestry and Literature

Great West Way

England’s ‘Great West Way’ is a new touring route, stretching between London and Bristol. It follows a 125 mile route based on the one of the first Great Roads commissioned by the Kings of England.

The route encourages visitors to travel by car, rail, boat, bike, or on foot and to get off the beaten track to discover the towns and villages that make up this diverse meandering path through southern England. From Cotswolds villages to exploring the Kennet and Avon Canal by narrowboat, the route joins up both key icons and lesser known destinations.

Active England is proud that many of its tours make full use of the Great West Way, included specific Great West Way itineraries, with downloadable versions below:

GWW – 4 Day Biking Tour

GWW – 6 Day Biking Tour 

GWW – 4 Day Walking Tour 

GWW – 6 Day Walking Tour


Our Tours Are Rated 97% Excellent by Trip Advisor

  • star rating  Imagine tree-lined paths, peaceful moments with sky everywhere, and closing the day in a cosy pub- it was everything we imagined it would be! We did a six day... read more

    July 31, 2022

    star rating  My son and I just completed a three week LeJog tour through Active England, and were impressed with all the guides' professionalism and caring attitudes. They also made it... read more

    July 6, 2022

    star rating  We are a Bliss of four wild women who love wild swimming and have just completed an amazing weekend of open water swimming with our wonderful guides Tatty and Laura.... read more

    June 26, 2022
  • star rating  The LeJog tour with Active England was a bike tour of a lifetime. 19 days of riding averaging 60 miles per day. The guides were outstanding... read more

    June 21, 2022

    star rating  I have done two bespoke bicycle trips organized by Active England, the latest a LEJOG over three weeks. Excellent guides — knowledgeable, industrious, attentive and delightful company — throughout the... read more

    June 21, 2022

    star rating  We had a group of 6 of us and Active England set us up on an amazing tour. We rode through the beautiful Cotswolds, visited Stonehenge and ended at... read more

    June 2, 2022
  • star rating  Our group of 8 women did the Cycle Cotswolds Tour and it was amazing. Our guides Chris and Jess were the best guides you could ask for, they were professional,... read more

    June 1, 2022

    star rating  Not an honest organization. Out of consideration for them I left my deposit with them during the pandemic instead of requesting its return. In the meantime they changed the policy... read more

    March 30, 2022

    star rating  Fabulous, fun packed weekend with experienced guides. We swam in beautiful locations and were fed well and thoroughly looked after. Swimming ability was not an issue as there were always... read more

    Jo M
    September 25, 2021
  • star rating  We had a fantastic 3 day weekend in South Devon. The guides were very friendly, helpful and informative. They took us to lots of unique and different locations and we... read more

    September 11, 2021

    star rating  Amazing trip. Super well organized and fantastic guides and driver. So much fun. The sites were good, swimming was not too difficult, the water was chilly so definitely recommend... read more

    August 31, 2021

    star rating  I chose the 3 day swimming trip in Devon and it was fabulous! Varied swims in rivers, the sea and an outdoor lido and no pressure to do longer swims... read more

    August 26, 2021
  • star rating  Great guides who made our trip really enjoyable. There was no pressure to swim beyond your ability and we had time to chill. I really liked the variety of locations... read more

    August 26, 2021

    star rating  My short midweek break was a delightful experience throughout with beautiful swimming and excellent organisation. The team were efficient yet relaxed and friendly, helpful and accommodating. The group was possibly... read more

    August 25, 2021

    star rating  The variety was great - from coasts to rivers to lidos. However what elevated this to a fantastic few days was our guides. They were professional, fun, and paid such... read more

    Kath S
    August 24, 2021
  • star rating  Devon Swim Tour. A fantastic experience, wonderful variety of swims. A fun bunch of people to swim with and great itinerary. The whole experience superbly executed by... read more

    August 24, 2021

    star rating  This is our 3rd time traveling with Active England and we wouldn’t travel thru England any other way. They are incredibly thoughtful to work with. They made the stressful planning... read more

    August 13, 2021

    star rating  The swimming weekend in Devon was a joy from start to finish. Locations, local knowledge, and the expertise and good humour of the guides made it an experience I... read more

    August 12, 2021

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