The Great British Summer Savings Scheme, announced by Chancellor Rachel Reeves in May, comes into effect today, offering families discounted prices on a wide range of attractions, cinema tickets, and children's meals across the UK until September 1.
VAT Reduction on Attractions
The scheme cuts VAT on tickets for theme parks, zoos, and museums from 20% to 5% for the summer holidays. The Government expects businesses to pass on the savings to customers, though participation is voluntary. The measure is part of a package aimed at easing the cost-of-living impact from the Iran war.
Merlin Entertainments, which operates 20 venues including Alton Towers and Legoland, has updated ticket prices to show “summer VAT savings applied”. Advance tickets for both parks now start at £29.75, down from £34. Longleat Safari Park has also reduced prices, with advance tickets for a family of four costing £122.30, a saving of £17.50.
Cinemas and Dining Participate
Odeon, Vue, and Cineworld are taking part, with Odeon reducing a family ticket for two adults and two children from £32 to £28.50. Haven Holidays is also participating, benefiting both existing and new bookings.
Dining chains including Greene King, McDonald’s, Wetherspoons, and Nando’s are passing on the tax saving on children’s meals. Nando’s “Nandino” meals drop from £6.95 to £6.08, Wetherspoons children’s meals from £5.75 to £5.03, and McDonald’s Happy Meals are cut by 27% to £2.99.
Government and Industry Reactions
Prime Minister Keir 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.”
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.”
Paul Kelly, chief executive of the British Association of Leisure Parks, Piers and Attractions, called the VAT cut “a very welcome and timely boost for the UK’s visitor attraction sector”. UK Hospitality chairwoman Kate Nicholls said a lower rate of VAT for hospitality was “the quickest and simplest way to lower prices and boost consumer confidence”.
Exclusions and Additional Measures
Season tickets, such as Merlin passes starting at £139, are not included. The scheme also includes free bus travel for children aged 5 to 15 in England during August school holidays. The Treasury estimates the scheme will cost around £300 million.
