Families are set to benefit from a temporary VAT cut on prices at attractions, children’s cinema tickets, and restaurant meals, effective 25 June.
Chancellor Rachel Reeves announced the “Great British Summer Savings” as part of a package to ease cost of living pressures from the Iran war.
Prime Minister Sir Keir Starmer said the support would give families concerned about the months ahead “a bit of breathing room” to “enjoy moments that matter without the same level of financial strain”.
Well-known attractions including Peppa Pig World, Alton Towers, and Legoland are participating.
Merlin Entertainments, owner of 20 venues, has updated prices; advance tickets for Alton Towers and Legoland now start at £29.75, down from £34. Wiltshire safari park Longleat also adjusted its system, with a family-of-four advance ticket now £122.30, a saving of £17.50.
The Odeon, Vue and Cineworld cinema chains are also taking part, with Odeon saying a family ticket for two adults and two children will come down from £32 to £28.50 during the scheme.
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 come down from £6.95 to £6.08 while on the Wetherspoons children’s menu a £5.75 meal drops to £5.03, and McDonald’s is cutting the price of a typical Happy Meal by 27 per cent to £2.99.
Season tickets, such as the popular Merlin passes that start at £139, are not included in the scheme.
The rules say that a weekly or season pass allowing multiple visits beyond the summer holidays do not qualify if they cost more than a standard single-entry ticket.
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 between five and 15 in England during the school holidays in August.
At the time of the announcement in May, Sir Keir said it was “not right” that “for too many families those things – a trip to the seaside, a visit to the zoo, a bus ride into town for a day out, even a simple treat at the end of the week – are starting to feel out of reach”.
The Government was providing “a serious response” to the “concerns people have about the months ahead” due to global instability, the Prime Minister wrote on Substack.
“This summer, we are making it easier and more affordable for families to get out, spend time together and make memories they will cherish for life.”
Theme parks and cinemas welcomed the slashing of VAT, with British Association of Leisure Parks, Piers and Attractions chief executive Paul Kelly saying 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 said a lower rate of VAT for hospitality was “the quickest and simplest way to lower prices and boost consumer confidence”.
