Families across the UK will be able to enjoy cheaper meals, attractions and days out this summer under a new government-backed scheme aimed at easing pressure on household budgets.
The UK Government has announced the launch of the “Great British Summer Savings” scheme, which will temporarily cut VAT on a range of family-friendly activities and attractions between June 25 and September 1, 2026.
The initiative will reduce costs on children’s meals in restaurants, children’s cinema and theatre tickets, and entry prices for attractions including soft play centres, adventure parks and theme parks.
The scheme, announced by Rachel Reeves and Keir Starmer, is designed to help families enjoy more affordable leisure activities during the summer holidays while also supporting businesses reliant on seasonal visitors.
In England, children aged between five and 15 will also be able to travel free on local bus services throughout August.
The Government estimates the scheme will cost around £300 million.
Prime Minister Keir Starmer said:
“When I think about the summer holidays, I think about the Lake District — where I went as a child and later made memories with my own family.
“I know how precious that time is, yet too many parents feel they have to hold back because the cost of living is still squeezing budgets.
“This summer we’re cutting the cost of a day out together – free bus travel for children aged five to 15 in England, and VAT slashed on a wide range of kid’s attractions – so families can afford more time together.”
Chancellor Rachel Reeves added:
“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.
“This comes on top of support we’ve already put in place including freezing fuel duty, taking off £117 off energy bills, freezing prescriptions, fuel duty and rail fares.
“We are able do this because we have made the right choices, resulting in the UK having the fastest growing economy in the G7, with inflation going down.
“I know the cost of living is still a number one concern for households. Our economic plan is the right one, supporting families and businesses and building a stronger and more secure Britain.”
Tourism and hospitality organisations have welcomed the announcement, saying it could encourage more families to visit attractions and support local economies during the peak summer season.
Fiona Eastwood, Chief Executive Officer of Merlin Entertainments, said:
“This is great news for the UK’s visitor economy and for families planning trips this summer. As the season gets underway, this timely move from the Government will make it easier for people to get out, explore and create memorable moments together at destinations across the country.
“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. We’re excited to welcome more families to our resort theme parks and immersive experiences for a summer packed with fun, play and lasting memories.”
Paul Kelly, Chief Executive Officer of the British Association of Leisure Parks, Piers and Attractions, said:
“This is a very welcome and timely boost for the UK’s visitor attraction sector. It will help make great days out more affordable for families, while giving our members added confidence as they head into the peak summer season. The businesses we represent are at the heart of communities across the country, supporting jobs and local economies, and this measure recognises their importance.
“Our members stand ready to pass on this benefit and deliver brilliant, memorable experiences for visitors of all ages. We look forward to seeing more people enjoying the very best of what the UK has to offer.”
Kate Nicholls, Chair of UKHospitality, said:
“It’s good to see the Government recognise the importance of a lower rate of VAT for hospitality as the quickest and simplest way to lower prices and boost consumer confidence.
“A 5% rate of VAT for children’s meals and tickets is a good step to help families enjoy a great British break this summer.
“I look forward to working with the Government to ensure it is simple to apply and targeted effectively to reduce costs for families.”
