Millions of families across the UK have taken advantage of government-backed discounts designed to make summer days out, meals and domestic holidays more affordable, with the Great
British Summer Savings programme set to close next week.
The scheme, launched on 25 June, was introduced as part of the government’s efforts to ease financial pressure on households while encouraging spending at British leisure, hospitality and tourism businesses.
One of its central measures reduced VAT from 20% to 5% on children’s meals at participating restaurants and tickets for a range of attractions, including theatres and soft-play centres. In England, families have also benefited from free bus travel for children aged between five and 15.
With the programme due to end at midnight on 1 September, the government is urging families to make use of the remaining discounts over the bank holiday weekend.
The initiative has also generated significant savings for people taking holidays in Britain. Haven, one of the country's largest holiday-park operators, said its participation had resulted in more than £4 million being returned to customers.
According to Haven, around 251,000 families staying at its parks across the UK benefited from the scheme, including approximately 39,000 families in Wales.
The figures were highlighted during a visit by Chancellor of the Exchequer John Healey to Haven’s Kiln Park holiday park in Pembrokeshire, where the company outlined the impact of the programme on its customers.
More than 2,100 restaurants, attractions and other businesses are currently featured on the government’s Great British Summer Savings deal-finder website. The digital service allows families to search for participating businesses and discounts in their local area.
A wide range of companies have joined the initiative. Barleylands Farm Park in Essex, Playdale Farm Park in Scarborough and Alexandra Palace have all offered reduced prices on family activities and food. Adventure Attractions, which operates Bournemouth Pier, also removed the traditional pier toll and introduced discounts on attractions.
The programme has extended beyond outdoor attractions and holiday parks.
Cinema operator ODEON, which joined the initiative when it launched in June, reported that more than 1.2 million customers had benefited from discounted cinema visits.
Greene King said participating venues had served more than 1.1 million children's meals, while its Wacky Warehouse soft-play centres recorded more than 80,000 visits under the scheme. The company estimated that customers had collectively saved more than £740,000.
Merlin Entertainments, whose UK portfolio includes Alton Towers, LEGOLAND Windsor and the London Eye, said almost 5 million people had visited its UK attractions since 25 June, allowing families to take advantage of the promotional savings during the summer holidays.
The government has presented the initiative as a temporary measure aimed at providing households with greater financial flexibility while supporting businesses that depend heavily on summer trade.
Chancellor of the Exchequer, John Healey MP, said: “I want every family to get out and enjoy the bank holiday weekend by taking advantage of the final days of Great British Summer Savings.
This government is determined to give people a bit of breathing space. So families can afford the days out that make the summer holidays special. Whilst giving our world-class attractions and businesses a welcome boost in trade”.
Simon Palethorpe, CEO of Haven, said: “Great British Summer Savings has helped us put more smiles on more faces this summer – with over half a million youngsters receiving Haven activity vouchers. That’s half a million more reasons for families to make memories together at the seaside.
Great British Summer Savings is a good example of Government and businesses, like Haven, working together to keep costs down for families who choose a British break – supporting jobs and boosting the coastal economies where we operate”.
The government says further measures are intended to provide financial support after the summer programme ends. These include a planned £2 cap on bus fares in 2027 and the removal of VAT from electricity bills.
Separate measures to reduce business rates by 20% for pubs, social clubs and live-music venues are also expected to provide additional support to the hospitality industry.
Ministers argue that the combination of consumer discounts and business support can help sustain footfall and spending across Britain's leisure and hospitality sectors beyond the peak summer season. Photo by gov.uk
