Alton Towers and other Merlin Entertainments theme parks have introduced new deals following a VAT cut on ticket prices, providing families with more affordable options for summer holidays. The temporary reduction in VAT from 20% to 5% on admission fees, effective from July 15, 2020, to January 12, 2021, has been passed on to customers through lower ticket prices.
How the VAT Cut Affects Prices
The UK government's VAT reduction aims to support the tourism and hospitality sectors hit hard by the COVID-19 pandemic. Merlin Entertainments, which operates Alton Towers, Thorpe Park, Chessington World of Adventures, and Legoland Windsor, has reduced ticket prices accordingly. For example, a family of four visiting Alton Towers can save up to £30 on a standard day ticket.
Additional Deals and Promotions
Beyond the VAT cut, Merlin is offering extra savings through online booking discounts and pre-booking incentives. Visitors who book in advance can secure even lower prices, with some tickets reduced by up to 35% compared to gate prices. The company also offers flexible cancellation policies, allowing guests to change their booking dates free of charge.
Other Merlin attractions participating in the VAT cut include SEA LIFE centres, Madame Tussauds, and The London Eye. These venues have also adjusted their prices to reflect the reduced VAT rate.
Planning Your Visit
To make the most of the deals, families are advised to book online in advance. Many attractions require pre-booked time slots to manage capacity under social distancing guidelines. Visitors should check each attraction's website for specific COVID-19 safety measures, including mask requirements and ride availability.
Note: The VAT cut applies to admission tickets only and excludes food, drink, and merchandise. Prices are subject to availability and may vary by date.
Other Summer Holiday Deals
In addition to Merlin attractions, other theme parks and leisure venues across the UK are offering similar promotions. Blackpool Pleasure Beach, Drayton Manor, and Paultons Park have introduced discounted tickets and family bundles for the summer holidays. The VAT cut has provided a much-needed boost to the leisure industry, encouraging more families to enjoy days out without breaking the bank.
For those looking to save even more, consider purchasing annual passes or multi-attraction tickets, which offer significant savings for frequent visitors. Merlin's Annual Pass, for instance, provides unlimited access to all its UK attractions for a fixed price.
