Highway to heaven: M25 coach tour that sets out to make you love Britain's most maligned motorway

The definition of a flight of fancy: an unrealistic idea or fantastic notion, a pipe dream.

"That just about sums it up," says Simon Ashcroft, the brains behind a brilliantly quirky coach tour of the M25 that has captured the imagination of the UK and beyond.

Today's first trip from Brighton, Sussex, is a sell-out, as is the next jaunt on April 24. In fact May 9 is the next date when seats are available, and places – costing £15 a seat - are being snapped up fast.

"We have been overwhelmed," says Simon, 50, Days Out Co-ordinator at The Brighton and Hove Bus and Coach Company. "People from all over the world are really interested. We never expected anything like this."

After a couple of trial runs earlier in the year that attracted the interest of media from as far afield as the U.S., Germany and Australia, the "M25 Orbital Coach Tour" gets underway today.

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The tour firm has been in business for more than 100 years - it was running horse buses in the 1880s - but it's never seen anything like the fuss caused by its new sightseeing trip around that much maligned orbital motorway.

Taking in such delights as the Dartford Crossing, Heathrow Airport and Epping Forest, this is a coach tour with a twist.

Covering 117 miles of asphalt, the tour seeks to "enlighten and entertain". A tour guide offers full commentary on passing landmarks, while South Mimms and Clacket Lane Services offer trippers the chance to stretch their legs and sample some of the finest motorway cuisine.

Simon himself has been with the company for 28 years. Searching for inspiration for the coach company's 2012 brochure, he spotted a map of the M25 in a popular car magazine.

"Something clicked," Simon says. "My job involves working with the M25 every day. I've used it thousands of times as a motorist. Back in the late '80s I took part in military vehicle parades driving my old Willys Jeep - I've grown attached to the road over the years and it holds some good memories."

It certainly looks conspicuous in the glossy new brochure, sandwiched between the rather more conventional Olympic London Explorer and Blenheim Palace trips.

"I was keen to dispel the negative picture that many Brits have of the M25. Thousands of people use it on a daily basis - we've got to learn to love it.

"I come from Wolverhampton and I can assure you the M42 and M6 in the Midlands are much worse."

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So who has signed up to the trips so far? "All sorts of people of all ages and nationalities," says Simon.

"We have an ex-lorry driver coming today. He's been using the M25 for years and it holds many frustrations for him. He wants to experience it from the comfort of one of our seats and tackle his issues with it."

So a sort of catharthis - facing the monster head on? "Kind of, but I wouldn't call the M25 a monster," Simon replies. "This is the notion of the M25 I want to try and change.

"There's a light-hearted aspect to it, there is an element of tongue-in-cheek - but there's a serious message too.

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"Many rave about the view from the Eiffel Tower, but what about the vista from the top of the QE2 Bridge at the Dartford Crossing - incredible views of London.

"I believe there is beauty to be found on the M25 and I want to open other people's eyes to it."

But what about the God-awful congestion that blights users' lives daily? "Yes, in many ways the M25 is no longer fit for purpose," Simon admits.

"It can't cope with the volumes of traffic it has to deal with now, but drivers have to modify their approach to the road. People need to expect they're often going to spend quite a bit of time on the M25 because of the delays, they need to allow for this and learn to not get too frustrated by it and enjoy it.

"On our two trial runs we didn't encounter any traffic congestion, but hopefully we will for future trips - it's what the motorway is known for."

Simon doesn't sit in on all the trips but he is making absolutely sure he'll be on board on October 11 to take in the new-look Cobham Services, due to be unveiled later on in the summer.

"It will be a highlight of the trip - we'll be able to enjoy some lunch there and take in the new surroundings. It's really exciting."