From Thursday, families heading to theme parks, zoos and museums will pay 5% VAT instead of 20% on tickets and kids’ meals – a temporary cut timed for the school holidays that the government says will ease the cost of living. The reduction, which runs until 1 September, kicks off as schools break up in Scotland at the end of June, followed by Northern Ireland, England and Wales in July.
Chancellor Rachel Reeves, speaking as a mum who knows summer holidays can be a “juggling act”, told the BBC the aim was to “help people make those precious memories during the summer holidays, but not having to fork out too much for it”. The cut applies to children’s meals in restaurants, plus kids’ and family tickets for cinemas, theatres, concerts, shows and exhibitions.
“Temporary VAT cut on family attractions and kids' meals takes effect, but critics say savings are negligible.”
Yet scepticism has been immediate. Alan, 42, from Brighton, who visits theme parks regularly with his family, said the savings, if passed on, would be “negligible” and only benefit one-off visitors. He favours a theme park pass for Legoland, Chessington World of Adventure and Sea Life centres, and argued that addressing energy and fuel costs would be more useful. “How the government can say this is going to result in any household saving is a mystery,” he said.
Helen Miller, director of the Institute for Fiscal Studies, estimated the cut would produce an “average saving of around £10 per UK household” – a figure that has drawn scorn from families. Reeves pointed to additional relief: unlimited free bus travel for children in England throughout August, which she said would be “worth more than £10” for those reliant on buses. She also cited freezes on prescription charges and rail fares, plus energy bill relief, as part of a wider package.
Rob Parkinson, chief executive of the Family Holiday Charity, said the government, industry and voluntary sector needed to “work together to identify and implement an enduring solution” for families. As the holidays begin, the question remains whether a few pounds off a day out will truly lighten the load for households still feeling the pinch.