The UK government's temporary VAT reduction aimed at lowering prices at family attractions, cinemas, and children's restaurant meals will take effect on June 25. Chancellor Rachel Reeves unveiled the 'Great British Summer Savings' initiative as part of a broader package to mitigate cost of living pressures linked to the Iran war.
Prime Minister's Support
Prime Minister Sir Keir Starmer stated that the support would provide families anxious about the coming months 'a bit of breathing room' to 'enjoy moments that matter without the same level of financial strain'. He wrote on Substack that the government was delivering 'a serious response' to public concerns over global instability.
Participating Attractions and Discounts
Major theme parks including Peppa Pig World, Alton Towers, and Legoland are participating. Merlin Entertainments, which operates 20 venues such as Alton Towers and Legoland, has adjusted ticket prices to reflect 'summer VAT savings applied'. Advance tickets for both parks now start at £29.75, down from £34. Wiltshire's Longleat safari park has also updated its system, reducing advance tickets for a family of four to £122.30, a saving of £17.50.
Cinema chains Odeon, Vue, and Cineworld are taking part. Odeon stated that a family ticket for two adults and two children will decrease from £32 to £28.50 during the scheme.
Dining Locations Passing on Savings
Greene King (with over 2,500 outlets), McDonald's, Wetherspoons, and Nando's are among dining venues passing on the tax saving on children's meals. Nando's 'Nandino' meals will drop from £6.95 to £6.08. Wetherspoons children's menu items, such as a £5.75 meal, will fall to £5.03. McDonald's is cutting the price of a typical Happy Meal by 27% to £2.99.
Exclusions and Rules
Season tickets, such as Merlin passes starting at £139, are not included. The rules specify that weekly or season passes allowing multiple visits beyond the summer holidays are excluded if they cost more than a standard single-entry ticket. Businesses are not legally required to participate; the scheme runs across England, Wales, Scotland, and Northern Ireland until September 1.
The Treasury estimates the scheme will cost around £300 million and also includes free bus travel for children aged 5 to 15 in England during the August school holidays.
Industry Reactions
Theme parks and cinemas welcomed the VAT cut. Paul Kelly, chief executive of the British Association of Leisure Parks, Piers and Attractions, called it 'a very welcome and timely boost for the UK's visitor attraction sector', adding that members are ready to pass on the benefit and deliver memorable experiences. UK Hospitality chairwoman Kate Nicholls stated that a lower VAT rate for hospitality is 'the quickest and simplest way to lower prices and boost consumer confidence'.
