Launched in October, This Is Our England is a new short film from Active England Tours, the UK-based luxury adventure travel company, that repositions England as an adventure destination built for active exploration and invites travelers to see the country through a fresh lens.
This Is Our England aims to:
- Shift perceptions of England from heritage-only to landscapes made for movement, mindfulness and meaningful connection.
- Celebrate active holidays over passive escapes, capturing the heart of the countryside and coastlines as places where travelers can immerse themselves in the great outdoors, reconnect to the natural world and truly experience the wonders of England.
- Support increased visitation during England’s shoulder seasons, encouraging travelers to experience the English countryside as a year-round destination.
- Combat overtourism during peak periods and foster a more balanced, sustainable future for tourism across the country.
Behind the film is Active England, a small, founder-led UK-based operator, delivering high-touch guided and self-guided active travel experiences across the country. Their authentic, on-the-ground perspective offers travelers a genuine connection to England’s people and places while helping redefine its identity as an adventure destination.
Read More about the Behind-the-Scenes Making of the Film Here