South Yorkshire theme park welcomes temporary 5% VAT cut for family activities in the holidays
Businesses in South Yorkshire are welcoming a temporary reduced VAT rate for family activities in the summer holidays
Last updated 3rd Aug 2026
The Manager of Gullivers Valley in Rotherham has reported a rise in footfall during the summer holidays compared to last year.
The increase has been attributed to several factors, including a temporary reduction in VAT and favourable weather conditions.
Great British Summer Savings scheme boosts business
The Great British Summer Savings scheme, which runs until the 1st September, offers a 5% reduction in VAT for family activities.
This initiative covers children's meals, family attractions, and entertainment tickets, providing a significant boost for local businesses.
Julie Dalton from Gullivers Valley in Rotherham is one of many business owners welcoming the VAT reduction:
"Every family right through this year up to now has been struggling a little bit with the cost-of-living.
"We normally strive to keep our prices as cheap as we can, so families can enjoy the day out.
"When the government back in June said they were reducing VAT - we knew then it would make it even better for our families.
"It's all taking into account that reduced VAT.
"You can get tickets from £12 per person for an afternoon, so it's really great value for money.
"Full price, you're looking at another 12.5% - up to 25% when you pick the tickets up on a day when we go to full price."