The summer holidays are upon us, the kids need entertaining, and days out for all the family don’t come cheap. Well, we’ve got some good news for parents. Before Keir Starmer‘s resignation, he announced a tax reduction that could lower the price of kids’ meals and activities across the country during the summer holidays.
The Great British Summer Savings scheme sees VAT cut from 20% to 5% on eligible activities across England, Wales, Scotland, and Northern Ireland. Ultimately, this means parents pay less for days out and weekend treats (assuming businesses pass on the reduction to customers).
When is this tax reduction taking place?
This tax reduction is live now – June 25, 2026, until September 1, 2026.
What activities are eligible for the summer tax reduction?
The government has applied this summer tax reduction to kids’ tickets for cinemas, theatres, shows, exhibitions, amusement parks, wildlife parks, and observation attractions. The reduction also applies to some family tickets, too.
Our recommended activities this summer
There are some stand-out family activities in London that we recommend visiting to take advantage of this VAT cut; some are classics, some are niche, and some are limited-run activities that you simply don’t want to miss.
- London Eye: One of London’s most iconic sites, The London Eye, is ideal for sky-high sightseeing and towering over the city. Easily accessible for a buggy or those with little legs, the famed glass pods ensure you get a front row seat to the Southbank and beyond.
- SEALIFE Aquarium: Whether your child is four months, four years, or fourteen years old, SEALIFE Aquarium is a sure-fire hit. There are 14 immersive zones to explore, underwater tunnels and viewing domes to traverse, and hundreds of marine species to discover. The whole venue is buggy-friendly and super soothing, so it makes for a nice afternoon if the summer holidays have you feeling a little overstimulated.
- Shrek’s Adventure: As an avid Shrek fan, I highly recommend a visit to Shrek’s Adventure. Journey with the family through Far Far Away to locate Shrek (hopefully without any Donkey-coded calls of “are we there yet?”) There are character interactions, hands-on activities, and the whole experience is set to the Shrek soundtrack.
- Madame Tussauds: Stand side by side with superstars at the much-loved Madame Tussauds. With the roster of life-like waxworks changing often, you and your children will love it, even if you’ve been before. From global icons to UK celebs – such as David Bowie, David Beckham, and David Attenborough (many non-Davids also available) – you’ve got an opportunity to engage with accurate, static recreations of many famous personalities.
- London Dungeons: If you’ve got a teenager to entertain this summer holiday – and a brave, thrill-seeking one at that – perhaps London Dungeons can scare the boredom out of them? You’ll explore the darkest stories of London’s past, including plague doctors and Jack the Ripper. Get ready for twists, turns and jumpscares. Please note this experience is not recommended for children under 12 years old; and children under five years old are not permitted.
- Ramses and the Pharaohs’ Gold: The Exhibition: Take a family adventure back to Ancient Egypt that’ll bring the classroom syllabus to life in a fun, interactive way. With over 180 authentic artefacts provided by the Egyptian Museum to wander between, plus a VR experience that drops you right in the heart of the action, it’ll be an exciting trip back 3,000 years.
- Babylon Park: Need a spot for your kids to release that excess energy? Subterranean, space-themed indoor amusement park, Babylon Park, is the place to go. The venue is home to London’s only indoor rollercoaster, alongside many attractions for all ages; there’s a toddler-friendly Ferris wheel, cosmic bumper cars, motorbike simulators, and much more. There’s even a special package for kids’ birthday parties, inclusive of food.
- Mansion Jazz (in West Sussex): If you fancy a family-friendly day trip out of the capital, enjoyable for both kids and adults, an outdoor picnic with live music may fit the bill. Mansion Jazz: Joie de Vivre takes place on July 24, and Mansion Jazz: Claire Martin on July 25, in Haywards Heath (a direct train to Three Bridges from King’s Cross/London Bridge/London Blackfriars and a short taxi ride). These events will fuse the relaxation of an evening of live music for adults, with the space for your kids to embrace the outdoors in the beautiful Wakehurst Botanic Gardens.
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Mansion Jazz: Joie de Vivre at Wakehurst, Sussex
