The Government-backed 'Great British Summer Savings' scheme, announced by Chancellor Rachel Reeves on June 25, has reduced VAT on a range of family activities, including theme parks, cinemas, and children's meals, running until September 1.
Attractions slash ticket prices
Well-known attractions such as Alton Towers, Legoland Windsor Resort, and Peppa Pig World have already reduced ticket prices. Merlin Entertainments said advance tickets at its parks now start from £29.75, down from £34. At Longleat Safari Park, the cost of advance tickets for a family of four has dropped to £122.30, saving £17.50.
Cinemas and restaurants join in
Cinema chains including Odeon Cinemas, Vue International, and Cineworld are taking part, with Odeon cutting the price of a family ticket from £32 to £28.50. Restaurant chains are also passing on savings: Nando's has reduced its children's 'Nandino' meals from £6.95 to £6.08, while Wetherspoons has lowered a £5.75 children's meal to £5.03. McDonald's is cutting the cost of a typical Happy Meal by around 27% to £2.99.
Other participants and exclusions
Holiday provider Haven Holidays and pub operator Greene King are also offering reduced prices to families, both with existing bookings and new customers. However, not all purchases qualify. Season tickets, such as Merlin annual passes starting from £139, are excluded, as are multi-visit passes that extend beyond the summer period if they cost more than a standard single-entry ticket. Businesses are not required to take part in the scheme.
Government backing and cost
The Treasury estimates the initiative will cost around £300m. It also includes free bus travel in England for children aged five to 15 during the school holidays in August. Prime Minister Keir Starmer said the move aimed to help families enjoy time together despite financial pressures. He 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.” Reeves added that the scheme would make it easier for families to enjoy activities during the holidays while also supporting businesses. She said: “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
Industry leaders have welcomed the measure. 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 sector, while UK Hospitality chair Kate Nicholls said lowering VAT was one of the quickest ways to reduce prices and encourage spending.
