Families will enjoy discounted attractions and meals out this summer, with the launch of the government’s Great British Summer Savings scheme to help people enjoy day out for less.

From June 25 to September 1, 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.

Rachel Reeves, Chancellor of the Exchequer, said: “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.”

The VAT rate on eligible activities will be cut from 20% to 5% and applies across England, Wales, Scotland and Northern Ireland.

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; and
  • 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.

This money saving package supports families, while also supporting businesses through increased footfall. The government expects businesses to pass on VAT savings to customers.

Fiona Eastwood, chief executive 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.”

Guidance for businesses in scope of the policy has been published by HMRC, which outlines how businesses can operate the scheme.