Huge discount on zoos, theme parks, kids’ meals and cinemas

The temporary tax reduction will slash VAT from 20% to 5% on a huge range of attractions and activities across the UK during the school holidays.

The move comes as millions of households brace for another energy bill surge linked to the escalating Iran conflict.

Under the plans, cheaper prices are expected on tickets for theme parks, fairs, zoos, museums, cinemas, concerts, theatres and soft play centres.

Children’s meals in restaurants and cafes will also qualify for the lower VAT rate.

The changes will apply across England, Scotland, Wales and Northern Ireland from June 25 until September 1.

The Government says it expects businesses to pass the savings directly on to customers – potentially cutting the cost of family days out at one of the most expensive times of year.

Prime Minister Keir Starmer said many families had started feeling simple treats and summer outings were becoming “out of reach”.

He said the package would give households “a bit of breathing room” during a difficult period.

Starmer added: “This summer, we are making it easier and more affordable for families to get out, spend time together, and make memories they will cherish for life.”

The VAT cut forms part of Reeves’ wider “Great British Summer Savings” plan, which also includes free bus travel for children aged five to 15 throughout August in England.

The Treasury estimates the summer support package will cost around £300 million.

But the announcement comes against a backdrop of mounting fears over rising household costs later this year.

Energy analysts at Cornwall Insight predict the household energy price cap could jump by £209 a year from July after global oil and gas prices soared following disruption in the Middle East.

Reeves admitted ministers were closely monitoring the situation but stopped short of announcing immediate help with energy bills.

She told MPs the Government “stands ready to act if market conditions worsen significantly later this year”.

The Chancellor also announced cheaper food imports, a rise in tax-free mileage rates and support for key British industries as part of the wider package.

British Association of Leisure Parks, Piers and Attractions chief executive Paul Kelly called it “a very welcome and timely boost” for the attractions sector.

Meanwhile UKHospitality chairwoman Kate Nicholls said lower VAT was “the quickest and simplest way to lower prices and boost consumer confidence”.

Hangloose Adventure operates thrill attractions including England’s longest and fastest zipwires, Europe’s biggest swing and the UK’s only outdoor indoor skydive machine, with sites at the Eden Project and Bluewater Shopping Centre.

Their managing director Brian Phelps said: “For families, this isn’t just about saving money – it’s about making it easier to spend meaningful time together and create lasting memories.”

Recommended reading:

Phelps said outdoor attractions can have “a genuinely positive impact on both mental and physical health”, particularly for children during the summer holidays.

“For the attractions industry, this reduction in VAT will not only allow us to lower prices, but will ultimately hopefully drive trade and allow for more employment and investment back into the industry,” he added.

He described the announcement as “a huge win for everyone and something that, quite frankly, I can’t quite believe”.