The Great British Summer Savings scheme, a temporary VAT reduction aimed at lowering costs at family destinations including zoos and theme parks, alongside children's cinema tickets and restaurant meals, has now taken effect. Chancellor Rachel Reeves unveiled the initiative, which launches today (Thursday, June 25), as part of measures designed to mitigate cost of living pressures stemming from the Iran war.
Participating attractions and discounts
Peppa Pig World, Alton Towers and Legoland are amongst the popular attractions participating in the scheme. Merlin Entertainments, which operates 20 venues including Alton Towers and Legoland, has revised ticket prices to reflect 'summer VAT savings applied'. Advance tickets for both parks now begin at £29.75, reduced from £34.
Wiltshire safari park Longleat has similarly updated its booking system, with the reduction bringing advance tickets for a family of four down to £122.30, representing a £17.50 saving.
Cinemas and dining
The Odeon, Vue and Cineworld cinema chains are also participating, with Odeon confirming a family ticket for two adults and two children will drop from £32 to £28.50 throughout the scheme. Haven Holidays is also involved, stating families will benefit regardless of whether they've already secured their holiday or book during the forthcoming weeks.
Greene King, with over 2,500 outlets, McDonald's, Wetherspoons and Nando's are amongst the dining establishments passing on the tax reduction for children's meals. Nando's confirmed its 'Nandino' options will drop from £6.95 to £6.08, while Wetherspoons is reducing a children's meal from £5.75 to £5.03, and McDonald's is slashing a typical Happy Meal price by 27% to £2.99.
Exclusions and scope
Season tickets, including the widely-used Merlin passes starting at £139, will not qualify for the scheme. Rules stipulate that weekly or season passes permitting multiple visits extending beyond the summer break are excluded if their cost exceeds a standard single-entry ticket. Participation in the initiative, which operates throughout England, Wales, Scotland and Northern Ireland until September 1, remains voluntary for businesses.
The Treasury projected the scheme would cost approximately £300 million and additionally includes free bus travel for children aged five to 15 in England throughout August's school break.
Official reactions
Prime Minister Keir Starmer stated: '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 remarked: '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 welcomed the VAT reduction, with Paul Kelly, chief executive of the British Association of Leisure Parks, Piers and Attractions, describing 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 reduced VAT rate for the hospitality sector represented 'the quickest and simplest way to lower prices and boost consumer confidence'.
