Tickets to UK attractions such as theme parks, museums and zoos will be cheaper this summer through a cut in the rate of VAT, Rachel Reeves has announced.
From 25 June to 1 September, the VAT rate will be cut from 20 percent to 5 percent on eligible activities as part of the chancellor's 'Great British Summer Savings' scheme, which applies across England, Wales, Scotland and Northern Ireland.
Estimated to cost about £300 million, the scheme is designed to support families during the cost of living squeeze, as well as businesses that depend on summer attendance.
Riders on Alton Towers' Nemesis Reborn roller coaster, which opened in 2024 after an 18-month transformation.
"Whether it is a fun day out, a family meal or taking advantage of the thousands of amazing attractions across the UK, Great British Summer Savings will support families with the little treats in life while boosting business across the UK," said Reeves.
"I know the cost of living is still a number one concern for households," she added. "Our economic plan is the right one, supporting families and businesses and building a stronger and more secure Britain."
Prime Minister Keir Starmer said the scheme is being introduced "so families can afford more time together".
'Great British Summer Savings'
The reduced VAT rate will apply to admission tickets for children and adults to attractions including theme parks, fairs, museums, zoos, soft play centres, circuses, adventure parks, nature reserves, wildlife parks and observation experiences.
Additionally, it will apply to children's menu meals served in restaurants, and children's and family tickets for cinemas, theatres, concerts, shows and exhibitions.
The scheme starts on 25 June to coincide with the start of the Scottish school summer holidays. It runs until 1 September, covering the school holiday period across all UK nations.
Riders on Legoland Windsor's colourful, dinosaur-themed Duplo Dino Coaster, the world's first Duplo roller coaster.
Fiona Eastwood, CEO of Merlin Entertainments, said the VAT cut is "great news for the UK's visitor economy and for families planning trips this summer".
She added: "Merlin will be applying this VAT cut to both admission tickets and children’s meals, adding more value to days out and short breaks at our 20 UK attractions."
Paul Kelly, CEO of the British Association of Leisure Parks, Piers and Attractions (BALPPA), said the scheme is "a very welcome and timely boost for the UK's visitor attraction sector".
Images courtesy of Merlin Entertainments
