The UK government has announced a temporary reduction in VAT on tickets for family attractions from 20% to 5% for the summer holidays, as part of the Great British Summer Savings Scheme aimed at easing cost-of-living pressures exacerbated by the Iran war.
Scope of the VAT Cut
Chancellor Rachel Reeves unveiled the measure, which applies from June 25 to September 1 across England, Wales, Scotland and Northern Ireland. The reduced rate covers children's menu meals eaten on restaurant premises, children's and family tickets for cinemas, theatres, concerts, shows and exhibitions, and admission tickets for both children and adults to amusement parks, fairs, museums, zoos, soft play centres, circuses, adventure parks, nature reserves, wildlife parks and observation attractions.
Prime Minister Sir Keir Starmer said the support would give families “a bit of breathing room” to “enjoy moments that matter without the same level of financial strain.”
Participating Attractions and Price Examples
Major operators including Merlin Entertainments (owner of Alton Towers and Legoland), Peppa Pig World, and Longleat safari park have passed on the savings. Merlin has updated ticket prices to show “summer VAT savings applied” – advance tickets for both Alton Towers and Legoland now start at £29.75, down from £34. At Longleat, a family-of-four advance ticket costs £122.30, a saving of £17.50.
Cinema chains Odeon, Vue and Cineworld are taking part. Odeon said a family ticket for two adults and two children will drop from £32 to £28.50. Haven Holidays is also participating, benefiting families with existing or new bookings.
Dining outlets Greene King, McDonald’s, Wetherspoons and Nando’s are passing on the tax saving on children’s meals. Nando’s “Nandino” meals reduce from £6.95 to £6.08; Wetherspoons children’s meals drop from £5.75 to £5.03; McDonald’s cuts a typical Happy Meal by 27% to £2.99.
Exclusions and Additional Support
Season tickets, such as Merlin passes starting at £139, are not included unless they cost no more than a standard single-entry ticket. The Treasury estimates the scheme will cost around £300 million. Additionally, children aged five to 15 in England will receive free bus travel during the August school holidays.
Industry and Political Reaction
Prime Minister Starmer said: “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 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.”
British Association of Leisure Parks, Piers and Attractions chief executive Paul Kelly called the move “a very welcome and timely boost for the UK’s visitor attraction sector,” adding that “our members stand ready to pass on this benefit and deliver brilliant, memorable experiences for visitors of all ages.” UK Hospitality chairwoman Kate Nicholls said a lower VAT rate for hospitality was “the quickest and simplest way to lower prices and boost consumer confidence.”
