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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  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


    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

    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

  • 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


    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


    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

  • 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


    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

    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

  • 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


    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


    star rating  I thoroughly enjoyed the 4 day swim trip with fabulous guides and friendly fellow swimmers, amazing locations and varied, highly enjoyable swims in clear waters. The guides were super friendly... read more

  • star rating  Fabulous swim locations, expert guidance, congenial company, comfortable hotel - all put together with thorough planning and lots of smiles


    star rating  Brilliant 3 day swimming trip to South Devon. Excellent organisation, value for money and leadership by enthusiastic, knowledgeable and fun guides. There was a good range of swimming... read more


    star rating  A fantastic weekend of swims led by enthusiastic, experienced and friendly guides. The two leaders and our driver could not have done more to make the weekend a memorable and... read more

    Elaine K
  • star rating  We took the 4 days swimming tour in Cornwall. It was a great experience with plenty of opportunities to swim in this beautiful part of England. The tour was very... read more


    star rating  We had the most wonderful short break on Dartmoor, swimming and walking, our guides were enthusiastic and very well informed on local knowledge.


    star rating  We had the most fantastic 4-day Devon swim tour with Active England - everything was perfectly organised making everything so easy for us, the swims were beautiful, varied and... read more


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