Haven has announced that it will pass on the benefit of the United Kingdom government’s temporary value-added tax (VAT) reduction to guests staying at its holiday parks this summer, including its three locations in North Wales.
The initiative, which begins on June 25 and runs through September 1, is part of the government’s Great British Summer Savings program aimed at supporting tourism businesses while helping families manage the cost of summer vacations.
The temporary VAT reduction lowers the tax rate from 20% to 5% on qualifying attractions and children’s meals during the promotional period. Haven said it expects to return up to £5 million in value to guests and holiday home owners through activity credits and discounted dining offers.
Under the program, families who have purchased play passes for children included in their holiday booking will receive £7.50 in onsite activity credits for each booked child.
The credits can be redeemed on a range of activities available across Haven’s parks, including attractions such as crazy golf, archery, and adventure experiences. Holiday home owners will receive £15 in activity credits per account, which can be used at their resident park during the Summer Savings period from June 25 through September 1.
The company also confirmed that guests will receive the VAT savings on qualifying children’s menu items. Haven’s existing Kids Eat for £1 promotion will continue throughout the initiative when an adult meal is purchased in the same transaction.
The announcement applies to Haven’s network of holiday parks, including Hafan y Môr and Greenacres in Gwynedd, as well as Presthaven near Prestatyn in North Wales.
Chancellor of the Exchequer Rachel Reeves told NorthWalesLive that the government’s initiative is intended to help households during the busy summer travel season while providing support for tourism-related businesses.
“I know the cost of living is a number one concern for families, and it can be even harder over the summer holidays when kids want to do things and money is tight. So we’re making it that bit easier for families to make memories together and enjoy the little treats – while giving a boost to businesses across the UK.”
Haven CEO Simon Palethorpe said the company chose to pass along the benefits of the tax reduction directly to guests and holiday home owners.
“Summer is a time for making memories, and that’s why we’re giving back up to £5 million to our guests and owners as part of the Government’s Great British Summer Savings initiative.
“We want to help our holidaymakers enjoy more of what matters – whether that’s a hole-in-one on the Crazy Golf, a leap of faith off The Jump tower or another shot to hit the bullseye in the Archery.”
For operators across the outdoor hospitality sector, the initiative illustrates how government tax measures can be translated into customer-facing incentives rather than simply reducing operating costs. Activity credits, meal promotions, and value-added packages can encourage higher onsite spending while reinforcing guest satisfaction during peak travel periods.
As competition for domestic travelers continues, similar promotional strategies may provide holiday parks, campgrounds, RV resorts, and glamping businesses with opportunities to increase guest engagement and differentiate their offerings without relying solely on accommodation discounts.