Businesses back plan to cut cost of family days out

A government plan to cut the cost of family days out this summer has been backed by leading leisure and hospitality firms.

From 25 June to 1 September 2026, VAT will be reduced from 20% to 5% on eligible family activities, including children’s meals in restaurants, cinema and theatre tickets, and entry to attractions such as theme parks, zoos, museums, soft play centres and aquariums.

It’s hoped that the Great British Summer Savings scheme will make it easier for families to afford small treats during the school holidays, at a time when many household budgets are under pressure from the rising cost of living.

Who’s backing the scheme?

Following the announcement, many prominent attractions and places to visit have committed to passing these savings on to customers.

This includes Merlin Entertainments, which runs attractions like the London Eye and Alton Towers, as well as Cineworld, Nando’s and pub operator Greene King.

Devon-based Crealy Theme Park, Camel Creek Family Adventure Park in Cornwall, Gulliver’s Theme Park Resorts, Haven, and Paultons Park have also backed the VAT cut on children’s meals and family activities.

“I want families to be able to enjoy the little treats this summer,” said chancellor Rachel Reeves.

“Great British Summer Savings will help families enjoy time making memories together while boosting business across the UK.”

Kids to get free bus travel in August

As part of the Great British Summer Savings scheme, children in England will also be able to travel by bus free of charge during August.

So if your child is aged from five to 15, they’ll get unlimited journeys on participating local buses without having to register or pay a fare.

That should make it even cheaper for families to get out and about at what can be a really expensive time of year.

Even small savings on tickets, meals and transport can add up over the six-week break, especially for families trying to plan multiple activities on a tight budget.

Support already available for some families

While these new measures are extremely welcome, remember that many low-income households may already be eligible for discounted or reduced-price days out.

Families receiving universal credit or other means-tested benefits can often get lower prices at a range of attractions. 

This depends on individual venues but includes lots of museums, galleries, zoos, heritage sites and leisure attractions. 

In some cases, entry may be as low as £1 to £5 for eligible families, although availability and pricing vary.

Examples include concession or reduced-price entry at major cultural attractions such as:

• Chester Zoo
• London Zoo
• Buckingham Palace
• London Transport Museum
• Eureka! Science & Discovery Museum
• various heritage sites and historic properties

Check the individual attraction’s website before booking, as discounts are set locally and won’t be available everywhere.

Discount websites and savings tools

Alongside venue-based concessions, some families also use discount websites and apps to bring down the cost of days out.

These include services such as:

• Kids Pass
• Days Out With The Kids

These are paid-for subscription services that offer savings on attractions, cinema tickets and restaurants, so it’s worth weighing up whether the potential savings will outweigh the cost for you.

Holiday activities and food (HAF) programme

For families with children who receive free school meals, there is also additional support available through the Holiday Activities and Food (HAF) programme.

This government-funded scheme runs during school holidays and is delivered through local councils. It typically provides:

• free meals for children
• free or low-cost activities
• sports, crafts, clubs and organised day trips

The programme is designed to support families during the school holidays when both food and childcare costs can rise.

Availability varies by local authority, so what’s on offer depends on where you live.