Families across the UK are breathing a sigh of relief as they embark on summer breaks with their children – thanks to government measures designed to ease the financial burden of keeping little ones entertained during school holidays. The 'Great British Summer Savings' scheme, in effect from 25 June to 1 September 2026, has already started to make a tangible difference for families.
One major perk is the VAT reduction on tickets for adventure parks, nature reserves, and wildlife parks – down from 20% to 5%. This also applies to children's and family tickets at cultural hotspots like cinemas, theatres, concerts, shows, and exhibitions. Parents can look forward to temporary VAT cuts on kids' meals served in restaurants too.
Families are already benefiting from the scheme. For Kirsty Gillingham, a mother of two from Hertfordshire, it's "anything that can help with reducing costs anywhere definitely helps for a young family". Kay Bonning-Schmitt, a Lowestoft mum, agrees: "It's all the extra stuff, like buying lunch and things" that often makes a day out expensive – but now, thanks to VAT cuts on children's meals, it's a bit more manageable.
Businesses within the hospitality and tourism sector are also backing the initiative. Levi Bellis, Operations Manager at Pleasurewood Hills theme park in Suffolk, welcomes "a VAT deduction for a long time" – which he believes will support both businesses and the public. CJ Green, former head of the New Anglia Local Enterprise Partnership, thinks many struggling businesses would be keen to see an extension of the scheme.
However, not all attractions are included in the VAT reduction. Joshua Hunter-Harl, Sales and Marketing Director for the Zoological Society of East Anglia (ZSEA), explains that as a charity, they don't pay VAT – which means no direct benefit from the scheme. Despite rising costs and limited government support this summer, ZSEA is offering its own concessions and discounts to keep their parks affordable for families.
Some have expressed concerns about the temporary nature of the scheme. Bruce Leeke, Chief Executive of Ipswich-based charity Ormiston Families, acknowledges its helpfulness but stresses that "the cost-of-living crisis hasn't gone away" – and it's still affecting people's mental health. He urges families to look out for local offers and discounts that can provide long-term support.