From Thursday, families across the UK hoping for a cheaper day out at theme parks, zoos and museums will see VAT slashed from 20% to 5% – a temporary measure the government says will ease the cost of living during the school holidays. But many are unconvinced.
Chancellor Rachel Reeves, speaking as a mother, acknowledged the “juggling act” parents face as schools break up. The cut, which runs from 25 June to 1 September, coincides with school holidays starting in Scotland at the end of this month, followed by Northern Ireland, England and Wales in July. It also covers children’s meals served in restaurants as well as kids’ and family tickets for cinemas, theatres, concerts, shows and exhibitions. In England, unlimited free bus travel for children in August is part of the package.
“VAT on family attractions and meals cut from 20% to 5% from 25 June, but critics doubt savings will ease cost-of-living pressures.”
Yet scepticism runs deep. Alan, 42, from Brighton, a regular theme park visitor, said the savings would be “negligible” and only benefit those who go as a one-off. He said more useful measures would be if energy and fuel costs were addressed. “How the government can say this is going to result in any household saving is a mystery,” he added. Helen Miller, director of the Institute for Fiscal Studies, estimated the average saving at around £10 per UK household – a figure Alan called “negligible”.
Reeves defended the policy, telling the BBC that as a mum she recognises summer holidays can be expensive, and the purpose was to “help people make those precious memories during the summer holidays, but not having to fork out too much for it”. She also pointed to freezes on prescription charges, rail fares and energy bill relief as additional help.
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. The VAT cut ends on 1 September, leaving the question of whether it will truly ease the pressures families face this summer.