A Little History
How the Company started
In 1976 Christopher Whinney walked, following the route of the ancient Via Francigena, from London to Rome, to write a commissioned book.
He walked 23 miles a day, stopping every fourth day to rest, as the Romans did. The route was not nearly so well marked then as it is now and much time was taken map-reading. He was to produce his own illustrations and maps to accompany the text, on rest days he sketched maps of the route to chronicle the journey. Finally he arrived in Piazza Navona, Rome.
He enjoyed the experience so much, that in 1979 he founded a company to introduce a new, or rather to reintroduce the oldest, concept in travel – making journeys on foot….
From the archives; walking from London to Rome in 1976
In the beginning...
Concerned about entering an industry that, at the time, had a reputation for ‘destroying its own resource – the environment’, he established the business on principles of conservation and sustainable development, and reactive product development based on client feedback – principles that still define ATG Oxford. Christopher remains the owner and Managing Director of ATG.
Long-term strategy has been to invest in the quality of the trips, rather than in publicising them, believing that recommendations from satisfied clients are the best form of advertising. This has meant investing in research to ensure we have the very best itineraries, and meticulous controls to maintain quality.
One of the company’s earliest brochures
What has ATG achieved?
Since 1979, what has ATG – a pioneering venture – really achieved?
• Journeys on foot have become a niche travel product.
• Hundreds of miles of original ATG routes, still used by ATG and maintained by ATG Route Managers, have been marked and are regularly used by local people and visitors.
• ATG ‘opened up’ various ‘new’ areas for successful tourism; pioneered environmental ‘best practice’ in tourism; became a recognised ‘brand’; one a few (worthwhile) awards; and participated in Sustainable Development projects in various countries.
But the real achievements come from ATG clients…
ATG has been made what it is today by our clients. Through listening to what our clients tell us and acting on their suggestions we have been able to consistently delight them, and virtually everyone who travels with ATG rates their overall enjoyment as excellent or good. As a result we have not had to advertise these trips for many years: almost everyone comes through personal recommendations.
Our clients return year after year through decades of their lives, telling their friends… and fashioning the trips and setting standards through their feedback.
Without our clients there would have been no ‘pioneering venture’. ATG clients are ATG – and the achievement is theirs!
A note from the Director
Our ideal holidays
“ATG trips are, unashamedly, our ideal holidays. They are trips that we, our family and friends take…They combine healthy exercise, whilst travelling through outstandingly beautiful and interesting areas, with comfortable accommodation, good food and wine, the company of a small group of like-minded travelling companions and, most important, everything organised so that we remain carefree and relaxed – to enjoy the best that every area has to offer.
The detailed information on this website will help you determine whether our trips are right for you. If you would like further information about the company or any of our trips, please do not hesitate to contact us. We look forward to welcoming you…”