A temporary VAT reduction aimed at lowering costs for family outings, including visits to zoos, theme parks, children's cinema tickets, and restaurant meals, has come into force across the UK today. Chancellor Rachel Reeves introduced the "Great British Summer Savings" initiative, which began on Thursday, as part of efforts to ease the cost of living pressures stemming from the Iran war.
Participating Attractions and Price Reductions
Major attractions such as Peppa Pig World, Alton Towers, and Legoland are taking part in the scheme. Merlin Entertainments, which operates 20 venues including Alton Towers and Legoland, has adjusted its ticket prices to reflect the "summer VAT savings applied." Advance tickets for both parks now start at a reduced price of £29.75, down from £34.
Longleat Safari Park in Wiltshire has also modified its pricing, with the discount 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 as well, with Odeon announcing that a family ticket for two adults and two children will drop from £32 to £28.50 during the scheme.
Restaurant and Dining Savings
Haven Holidays has joined the initiative, stating that families will benefit whether they have already booked their holiday or plan to do so in the coming weeks. Greene King, which operates over 2,500 outlets, along with McDonald's, Wetherspoons, and Nando's, are among the dining establishments passing on the tax saving on children's meals, according to Wales Online.
Nando's is reducing the price of its "Nandino" meals from £6.95 to £6.08. Wetherspoons is cutting the price of its children's menu meals from £5.75 to £5.03, and McDonald's is lowering the price of a typical Happy Meal by 27% to £2.99. However, certain passes, such as the popular Merlin passes that start at £139, will not benefit from this scheme.
Scheme Details and Eligibility
Under the regulations, weekly or seasonal passes that allow multiple visits beyond the summer holidays are not eligible if they cost more than a standard single-entry ticket. Businesses are not legally required to participate in this scheme, which is running in England, Wales, Scotland, and Northern Ireland until September 1.
The Treasury has estimated that the scheme will cost approximately £300 million. Additionally, it includes free bus travel for children aged between five and 15 in England during the August school holidays.
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."
Theme parks and cinemas have applauded the VAT cut. Paul Kelly, Chief Executive of the British Association of Leisure Parks, Piers and Attractions, described it as "a very welcome and timely boost for the UK's visitor attraction sector." He added: "Our members stand ready to pass on this benefit and deliver brilliant, memorable experiences for visitors of all ages."
Kate Nicholls, Chairwoman of UK Hospitality, stated that a lower rate of VAT for hospitality was "the quickest and simplest way to lower prices and boost consumer confidence."
