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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  My 6-day cycling trip in Kent was wonderful. This was my 4th trip with Active England (2 in the Cotswolds, 1 in the Cotswolds/Devon/Cornwall - a custom made trip -... read more


    star rating  My sister and I booked the Classic 8 day self-guided walking tour in mid-September of 2019. We both declared it one of the best trips either of us had... read more

    Becca H

    star rating  Frances and Active England Tours are fantastic! We booked a 3 day walking tour through the Cotswolds and it far exceeded what we expected; beautiful walks, lovely destinations, excellent accommodations,... read more

  • star rating  I cannot recommend this tour company highly enough for anyone looking to explore England’s beautiful countryside. Our tour guide was fantastic! Each destination was lovely with the perfect amount of... read more

    Emily B

    star rating  I traveled with the ACTIVE ENGLAND group fall 2019 on both the Classic Cotswold and the Cornwall/Devon trips. I chose guided hiking but joined self guided guests and... read more


    star rating  My husband and I were looking for a guided walk through the countryside of England that included classic pubs. Not only did Active England provide that, but they also included... read more

  • star rating  We did the 3 day self-guided tour and experienced 3 days of amazing rides throughout the beautiful Cotswolds. Picture small towns, small farming roads with fields, sheep, cows, and... read more

    Peyton M

    star rating  We did the 3 day self-guided tour and experienced 3 days of amazing rides throughout the beautiful Cotswolds. Picture small towns, small farming roads with fields, sheep, cows, and... read more

    Emerson M

    star rating  We can't say enough about our cycling tour with Active England. Even Mother Nature cooperated with glorious weather. Jago, our cycling guide was enthusiastic, entertaining and patient. We rode through... read more

  • star rating  What an amazing time my husband and I had with Active England in the Cotswolds! From start to finish, Jago and Howard did everything possible to make our... read more

    Anita W

    star rating  My wife and I truly enjoyed our 8 day walk thru the Cotswolds. We are from the Arizona desert, so to be totally immersed in England’s beautiful rural countryside was... read more


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