Alton Towers tickets could crash in price this summer after VAT bombshell (aff)
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Families heading to Alton Towers this summer could save serious money as ticket prices look set to fall after a major VAT announcement
Families planning a summer trip to Alton Towers could soon be paying much less for their tickets after the Government announced a temporary VAT cut on theme parks and attractions.
Chancellor Rachel Reeves confirmed that VAT on family attractions including theme parks will fall from 20% to 5% between June 25 and September 1 as part of a wider “Great British Summer Savings” package designed to help with the cost of living.
And Merlin Entertainments, the company behind Alton Towers Resort, has already signalled it plans to pass on the reduction.
Fiona Eastwood, chief executive of Merlin Entertainments, told The Guardian: “Merlin will be applying this VAT cut to both admission tickets and children’s meals, adding more value to days out and short breaks at our 20 UK attractions.”
This means ticket prices at Alton Towers could fall by around 12.5% if the savings are fully reflected in booking prices.
At the moment, standard advance online tickets for Alton Towers start from £32, while walk-up tickets can cost as much as £68.
If the VAT reduction is passed on in full, prices could potentially drop to around £28 for standard advance tickets, £40 for some two-day tickets, and around £59 for gate prices currently costing £68.
For a family of four booking online, that could mean savings of around £16 on entry alone.
The move would come just as the Staffordshire Moorlands resort gears up for its busy summer season, with attractions including Nemesis Reborn, Wicker Man, The Smiler and the newly revamped Forbidden Valley area drawing in crowds.
Theme parks, zoos and other family attractions are all included in the temporary VAT reduction, alongside children’s meals at hospitality venues.
While Merlin has welcomed the move, exact new ticket prices have not yet been confirmed, meaning visitors may need to wait for updated summer pricing calendars to appear online.
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Theme parks are increasingly shifting beyond rides alone, with short breaks, themed hotels and family attractions turning them into longer getaway experiences rather than simple day visits. Alton Towers seems to be leading the way.
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