A group of Salford parents and carers who work to support the families of young people with SEND (Special Educational Needs and Disabilities) have welcomed a move by the government to slash VAT on tickets for summer attractions.
Salford families will be able to enjoy cheaper trips to the theatre, theme parks and zoos during the summer holidays of a 15 per cent cut to VAT introduced to help households with the cost-of-living crisis.
Chancellor Rachel Reeves has announced a reduction in VAT from 20% to 5%, beginning on June 25 until September 1.
The Government’s ‘Great British Summer Savings’ scheme will cut VAT on eligible activities also including family tickets to concerts, shows, exhibitions, fairs and circuses.
Salford Parent and Carer Forum, a non-profit organisation run by volunteers working to support families of children and young people with SEND hailed the decision.
A spokesperson for Salford Parent and Carer Forum’s steering group said: “In today’s climate, we welcome all support to ensure children have good quality food and can access leisure opportunities that bring enjoyment and fulfilment as well as supporting them to find hobbies to keep their minds and bodies healthy.”
The government expects qualifying businesses to pass these savings on to families by lowering the prices people pay on eligible children’s meals and tickets, so the VAT cut is reflected directly at the till.
A spokesperson for Salford’s Lowry Theatre said they are working through the details of the announcement: “We are reviewing the announcement and ascertaining its implications and will be able to respond in due course.”
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.”
Paul Kelly, chief executive of the British Association of Leisure Parks, Piers and Attractions, said: “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.”
UK Hospitality chairwoman Kate Nicholls 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.”
Odeon Cinemas Group managing director Mark Way said: “Odeon welcomes today’s announcement focused on making cinema even better value and support any measures that seek to help cinema-goers, the industry and consumers more broadly.
“As the UK’s largest cinema operator, we believe these measures will continue to help drive strong demand and we’re excited that our guests will be able to enjoy the big screen for less over this blockbuster summer.”
Tim Richards, chief executive of the Vue cinema group, said: “As we anticipate an incredible summer of family films, we welcome this step from the Government to help more families enjoy the big screen experience over the holidays.”
However, tax advisory firm MHA warned that the move did not come without “significant challenges” for companies.
MHA VAT partner Sue Rathmell said: “While at first sight this seems to be a win-win for both holidaymakers and businesses in terms of greater footfall, it is not without significant challenges for companies.
“It will be time-consuming and costly for businesses to recalculate their prices and amend their menus, displays and websites.
“Where a retailer has already received payment for tickets supplied for the period June 25 to September 1 2026, the Government expects retailers to refund the additional VAT to their customers.
“This will potentially be a lengthy exercise for retail businesses who will have to work quickly to get their systems set up for the change. Undoubtedly, businesses will be relying on the VAT reduction, bringing in a whole lot more customers to offset their extra costs.”
Rory Boland, editor of Which? Travel, said: “If these VAT cuts are to be meaningful, it is crucial the reduction is passed on to people through genuine reductions in the cost of entry tickets, activities and meals out.
“Our previous research has shown that ticket prices have soared, with some UK historic attractions increasing by as much as 54%, putting family days out beyond the reach of many.”
By Edward Hayton, with reporting from Josie Clarke, Press Association Consumer Affairs Correspondent.
