From 25 June to 1 September 2026, VAT on eligible family attractions and children’s menu meals will be reduced from 20% to 5%, while free bus travel for children aged 5–15 will also be available throughout August.
The measures are designed to help families enjoy more affordable days out during the summer holidays.
VisitLiverpool’s ‘Summer starts Here’ campaign will deliver a digital marketing campaign targeting key national audiences – London / South Midlands / Milton Keynes / West Midlands and North Wales – to drive family visits and overnight stays through value-led growth.