The Great British Summer Savings scheme, a temporary VAT reduction on children's meals and family attractions, came into effect on Thursday and will run until September 1. Chancellor Rachel Reeves announced the measure as part of a package aimed at easing cost-of-living pressures.
Participating Attractions and Savings
Well-known venues such as Peppa Pig World, Alton Towers, and Legoland are taking part. Merlin Entertainments, which owns 20 venues including Alton Towers and Legoland, has updated ticket prices to reflect the savings. Advance tickets for both parks now start at £29.75, down from £34. Wiltshire safari park Longleat has also adjusted its pricing, with the discount reducing the cost of advance tickets for a family of four to £122.30, a saving of £17.50.
Cinemas and Dining
Cinema chains Odeon, Vue, and Cineworld are participating. Odeon stated that a family ticket for two adults and two children will decrease from £32 to £28.50 during the scheme. Haven Holidays is also involved, confirming that families will benefit whether they have already booked or book in the coming weeks. In the dining sector, Greene King (with over 2,500 outlets), McDonald's, Wetherspoons, and Nando's are passing on the tax saving on children's meals. Nando's said its Nandino meals will drop from £6.95 to £6.08, while Wetherspoons children's menu items fall from £5.75 to £5.03. McDonald's is cutting the price of a typical Happy Meal by 27% to £2.99.
Exclusions and Requirements
Season tickets, such as the popular Merlin passes starting at £139, are not included. The rules stipulate that weekly or season passes allowing multiple visits beyond the summer holidays are not eligible if they cost more than a standard single-entry ticket. There is no legal requirement for businesses to participate in the scheme, which applies across England, Wales, Scotland, and Northern Ireland until September 1.
Government Estimates and Additional Measures
The Treasury estimated the scheme would cost around £300 million and also includes free bus travel for children aged five to 15 in England during the school holidays in August. 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.” 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.”
Industry Reactions
Theme parks and cinemas welcomed the VAT reduction. British Association of Leisure Parks, Piers and Attractions chief executive Paul Kelly called it “a very welcome and timely boost for the UK’s visitor attraction sector. 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.”
