From 25 June to 1 September 2026, VAT will be slashed on eligible activities, to helping families enjoy the weekend treats, the days out, the small plans that make life enjoyable during the cost of living squeeze while supporting the businesses that depend on summer footfall.
Great British Summer Savings will be a targeted and temporary scheme to reduce the costs of children’s meals in restaurants, children’s tickets for theatres and cinemas and tickets for everyone for attractions like soft play, adventure centres, and theme parks, helping families enjoy a day out for less.
In a further boost for households, free bus travel for children will run from 1 to 31 August and covers participating local bus services across England. This could save a family with two children who make a weekly return trip at a £1.50 child fare £27 in August.
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."
The VAT rate on eligible activities will be cut from 20% to 5%. The reduced rate will apply to:
- Children’s menu meals served in restaurants for consumption on the premises
- Children’s and family tickets for cinemas, theatres, concerts, shows and exhibitions
- Admission tickets, for both children and adults, to a range of attractions, including: amusement parks, fairs, museums, zoos, soft play centres, circuses, adventure parks, nature reserves, wildlife parks and observation attractions.
The scheme is estimated to cost about £300m with £100m to fund the free fares scheme.
Julie Dalton, managing director of Gulliver’s Theme Park Resorts, said: "Government support for the UK’s visitor economy is always welcome, so it’s great to see the launch of the Great British Summer Savings Scheme which will help families get out and enjoy the fantastic attractions on their doorstep.
"At Gulliver’s, we’ve already applied these savings to ticket prices across our four UK resorts - Gulliver’s Kingdom in Matlock Bath, Gulliver’s World in Warrington, Gulliver’s Land in Milton Keynes and Gulliver’s Valley in Rotherham – so combined with our latest summer ticket offer, the next few weeks are the perfect time for families to come and enjoy great value days out with us.
"As a family-owned business, we understand the importance of providing affordable days out and short breaks for children, parents and carers and we’re proud to have been creating these fun-filled adventures and lasting memories for the last 48 years."
Images: Gulliver's
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