The UK government's Great British Summer Savings scheme, coming into force on Thursday, will cut VAT on tickets and children's meals at attractions including Birdworld in Farnham, Surrey, from 20% to 5%, according to BBC News. The initiative is expected to be passed on to customers, providing relief for families and a boost for attractions during the summer holidays.
VAT Cut Details
The scheme applies to children's meals in restaurants and children's tickets at cinemas, theatres, and other shows, reducing the VAT rate from 20% to 5%. Additionally, adult and children's tickets for attractions such as Birdworld will also benefit from the same reduction. The VAT cut will run until 1 September, coinciding with the school summer holidays. A government spokesperson confirmed that discounts are expected to be passed on to customers.
| Item | Old VAT | New VAT |
|---|---|---|
| Children's meals in restaurants | 20% | 5% |
| Children's tickets (cinema, theatre, shows) | 20% | 5% |
| Adult and children's tickets at attractions | 20% | 5% |
Industry Reaction
James Robson, general manager of Birdworld, described the move as a "wonderful initiative" that will help families facing financial strain. "This opens up accessibility to people who might be feeling the strain over the summer holidays," he told BBC News. "It's a wonderful initiative that looks to provide a bit of tax relief through the summer holidays." However, he also called for more lasting support: "It's getting more and more expensive to run these attractions, and long term it would be good to see further relief."
Caroline Cooney of Hobbledown near Epsom echoed the sentiment, stating: "We are trying to actively help customers. We understand families are under financial pressures and believe great experiences should be accessible for them. We are hoping to see more people. This six weeks is quite important."
Business Implications for Attractions
The summer period is critical for attractions, and the temporary VAT reduction aims to stimulate visitor numbers while easing cost pressures on households. The scheme also reflects the government's broader strategy to support the tourism and hospitality sectors. However, as Robson noted, rising operational costs remain a concern, and a permanent or extended relief could provide more stability. The initiative is expected to improve footfall and revenue for venues like Birdworld and Hobbledown during the key summer window.
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