Parents heading to Alton Towers this summer could save money under VAT shake-up (aff)
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Families planning Alton Towers, Legoland and zoo trips this summer could see lower prices under a temporary VAT change, and some people who already booked may even be due money back.
Parents already planning summer days out may want to keep a close eye on ticket prices over the next few weeks after the government announced a temporary VAT cut that could reduce the cost of family attractions, theme park trips and children’s meals during the school holidays.
The temporary reduction cuts VAT from 20% to 5% and will apply between June 25 and September 1, covering much of the main summer holiday period across the UK.
There could also be an extra twist for families who have already booked.
Government guidance says businesses can choose to apply the lower VAT rate to advance bookings and says customers should receive refunds where businesses decide to pass on the lower rate after higher VAT has already been charged. That means some families with existing summer bookings could potentially see money returned if operators adopt the changes.
The reduction does not automatically mean prices will fall though. Attractions and restaurants will decide whether and how they pass savings on to customers.
What is included in the summer VAT cut?
The temporary VAT reduction covers:
- Children’s meals served in restaurants and cafés
- Children’s cinema, theatre, concert and exhibition tickets
- Admission tickets for qualifying family attractions
For parents searching for cheap family days out and school holiday activities, the attractions list is broader than many might expect.
The biggest attractions that could potentially be affected include:
The government guidance also includes amusement parks, zoos, museums, soft play centres, adventure parks, wildlife attractions, observation attractions and certain other family-focused destinations.
What could this mean for Alton Towers ticket prices?
For families already checking Alton Towers tickets and summer availability, this is where things become particularly interesting.
Unlike cinemas and theatres where the reduced rate only applies to children’s tickets or qualifying family packages, attractions such as Alton Towers fall under wider rules covering admission to qualifying attractions.
That means families planning Alton Towers summer days out could potentially see broader ticket savings if operators decide to reflect the reduced VAT in pricing.
The same could apply for families looking at Legoland Windsor tickets, Chessington family tickets, Thorpe Park tickets and major zoo visits.
Families searching for cheap family days out this summer may also want to watch for extra promotions. Attractions regularly launch flash sales and school holiday offers, which means the VAT changes could end up stacking alongside existing ticket deals.
Can restaurants reduce prices too?
Yes, although the rules are more specific than many people may expect.
The reduction applies only to children’s meals that are clearly marketed and sold as children’s meals on dedicated menus.
Smaller versions of adult meals, takeaway meals and shared meals do not qualify under the government guidance.
What families should do now
Families do not necessarily need to rush bookings immediately.
Instead, parents planning school holiday activities may want to monitor ticket prices between now and late June as operators reveal summer offers and pricing plans.
For attractions such as Alton Towers, where prices already change depending on demand and booking dates, this year’s summer holiday pricing could become more competitive than usual.
If you already have trips booked between June 25 and September 1, it may also be worth keeping an eye on your inbox in case operators announce pricing changes or refund details.
This article was produced with the support of AI tools to assist in sourcing and structuring information. All content has been reviewed, verified and completed by an Iconic Media Group journalist prior to publication.