VAT CUT ON FAMILY ATTRACTIONS BEGINS THURSDAY

A government scheme cutting VAT on tickets and children's meals at UK attractions enters force on Thursday. The Great British Summer Savings scheme reduces VAT from 20% to 5% on children's meals in restaurants and children's tickets at cinemas, theatres and other entertainment venues. Adult and children's tickets at attractions including Birdworld will receive the same VAT reduction. The government stated that businesses are expected to pass the discount on to customers.

The scheme runs until 1 September, aligning with the school summer holidays. James Robson, general manager of Birdworld in Farnham, Surrey, said the initiative would improve accessibility for families experiencing financial strain during the summer period. Caroline Cooney of Hobbledown near Epsom stated that her organisation is actively working to help customers under financial pressure and hopes the six-week period will attract more visitors. Both business leaders welcomed the measure as support for families facing cost pressures.

Robson also called for longer-term support beyond the summer scheme. He noted that running attractions has become increasingly expensive and suggested that sustained tax relief would benefit the sector further. The government spokesperson confirmed discounts from the VAT cut are intended to reach customers directly.