A temporary VAT reduction aimed at lowering prices at family attractions, cinemas, and restaurants has come into effect across the UK from June 25. Chancellor Rachel Reeves announced the “Great British Summer Savings” measure as part of a package designed to ease cost-of-living pressures stemming from the Iran war.
Participating Attractions and Price Cuts
Well-known venues including Peppa Pig World, Alton Towers, and Legoland are taking part. Merlin Entertainments, which owns 20 venues such as Alton Towers and Legoland, has updated ticket prices to reflect “summer VAT savings applied”. Advance tickets for both parks now start at £29.75, down from £34. Wiltshire safari park Longleat has also adjusted its pricing, bringing the cost of advance tickets for a family of four to £122.30, a saving of £17.50.
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, saying families will benefit whether they have already booked their holiday or book in the coming weeks.
Restaurants and Dining Deals
Greene King, with more than 2,500 outlets, McDonald’s, Wetherspoons, and Nando’s are among the dining locations passing on the tax saving on children’s meals. Nando’s said its “Nandino” meals will drop from £6.95 to £6.08. On the Wetherspoons children’s menu, a £5.75 meal falls to £5.03. McDonald’s is cutting the price of a typical Happy Meal by 27% to £2.99.
Season tickets, such as the popular Merlin passes starting at £139, are not included in the scheme. The rules state that a weekly or season pass allowing multiple visits beyond the summer holidays does not qualify if it costs more than a standard single-entry ticket.
Scope and Government Statements
There is no legal requirement for businesses to take part in the scheme, which runs across England, Wales, Scotland, and Northern Ireland until September 1. 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.” 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 Reaction
Theme parks and cinemas welcomed the VAT cut. British Association of Leisure Parks, Piers and Attractions chief executive Paul Kelly said it was “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 stated that a lower rate of VAT for hospitality was “the quickest and simplest way to lower prices and boost consumer confidence.”
