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Alton Towers Tickets Could Crash in Price This Summer After VAT Bombshell (Aff)

Chancellor Rachel Reeves confirmed that VAT on theme parks will fall from 20% to 5% between June 25 and September 1 as part of the 'Great British Summer Savings' package, with Merlin Entertainments signalling it plans to pass on the reduction.
The VAT reduction is part of a broader government effort to ease cost-of-living pressures on families, extending beyond theme parks to zoos and children's meals at hospitality venues.
Standard advance tickets at Alton Towers could drop from £32 to around £28, while walk-up prices may fall from £68 to around £59, representing around 12.5% savings. Merlin Entertainments CEO Fiona Eastwood told The Guardian the company will apply the VAT cut to admission tickets and children's meals across 20 UK attractions.
Exact new ticket prices remain unconfirmed despite Merlin's commitment, with families likely needing to check online calendars. The reduction arrives as Alton Towers gears up for peak season featuring Nemesis Reborn, Wicker Man, The Smiler and the newly revamped Forbidden Valley area.
Theme parks increasingly operate as multi-day getaway destinations combining rides, hotels and experiences rather than simple day visits. The VAT reduction supports this industry evolution, potentially boosting demand for extended leisure stays across the UK theme park sector.

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