From 25 June to 1 September, VAT on admission tickets to attractions such as museums, zoos, theme parks, nature reserves and wildlife parks will drop from 20% to 5% – a rare, targeted cut designed to make days out more affordable during the school holidays.
On paper, it’s a welcome move. A temporary VAT reduction helped keep parts of the sector afloat during the pandemic, and this version aims to ease today’s cost‑of‑living squeeze. For families weighing up whether a day out is still doable, even a modest price drop can be the difference between staying home and saying yes (weather apps aside!).
But the real challenge sits with the attractions themselves. The government may be cutting VAT, but it’s up to venues to decide whether they pass that saving directly to visitors. Many organisations are already operating on tight margins, facing rising staffing, energy and maintenance costs. Absorbing the reduction could feel like yet another financial compromise.
Still, this is a moment for the sector to show leadership. Passing on the savings – even partially – sends a powerful message: that cultural and leisure experiences should remain accessible, joyful and within reach for families who need them most.
Greater accessibility for summer days out and the potential for increased secondary spend is something to continue to advocate for, and which the Association strongly supports.
Paul Griffiths, Chief Executive, Association for Cultural Enterprises said, “Visitor attractions play a hugely important role in communities across the country – not just economically, but socially and culturally too. Any measure that helps reduce barriers and make experiences more accessible for families is welcome. At a time when many organisations continue to balance significant financial pressures, this creates an opportunity to encourage visits, support audiences and reinforce the value that cultural experiences bring to everyday life.”
