The UK Government has launched the Great British Summer Savings scheme today, June 25, 2026, reducing VAT on eligible activities and meals to help families afford summer outings. The initiative cuts VAT from 20% to 5% on a range of items, including children's restaurant meals, cinema tickets, and admission to attractions such as amusement parks, zoos, and museums across England, Wales, Scotland, and Northern Ireland.
Details of the VAT Reduction
The scheme applies to children's menu meals served for consumption on the premises, children's and family tickets for cinemas, theatres, concerts, shows, and exhibitions, as well as admission tickets for both children and adults to attractions like amusement parks, fairs, museums, zoos, soft play centres, circuses, adventure parks, nature reserves, wildlife parks, and observation attractions. Businesses participating range from national chains like Burger King and Butlin's to independent cafés, small businesses, and soft play centres.
Impact on Families and Businesses
Prime Minister Keir Starmer stated: "The cost of living isn't just about paying the bills, it's about being able to afford the moments that matter with your family. Whether it's a trip to the cinema, a day out together or family meal, too many parents have had to hold back because of pressure on household budgets - that's why we're slashing VAT on family days out this summer." Chancellor Rachel Reeves added: "I know the cost of living is a number one concern for families, and it can be even harder over the summer holidays when kids want to do things and money is tight. So we're making it that bit easier for families to make memories together and enjoy the little treats - while giving a boost to businesses across the UK."
Additional Support Measures
Haven Holidays estimated the scheme could return up to £5 million to families across its 39 parks, with the VAT reduction also applied to children's menus for both existing and future bookings. Throughout August, children will benefit from free bus travel across England. The government plans to launch a Great British Summer Savings deal finder to help families locate participating businesses and offers. Chancellor Reeves noted that this support builds on previous measures, including freezing fuel duty, reducing energy bills by £117, and freezing prescriptions and rail fares, attributing the ability to do so to the UK having the fastest growing economy in the G7.
