How the Great British Summer Savings Scheme Could Help Lincolnshire’s Coastal Businesses This Summer

Businesses across Greater Lincolnshire are being encouraged to prepare for the Government’s new Great British Summer Savings initiative, which will introduce a temporary reduced rate of VAT on selected family leisure activities during the school summer holidays.

From 25 June to 1 September 2026, eligible businesses will be able to apply a reduced VAT rate of 5% instead of 20% on certain supplies, including children’s meals, children’s tickets for cinemas and theatres, and admission tickets for family attractions such as soft play centres, adventure venues and theme parks.

The technical detail sits in HMRC’s Revenue and Customs brief on the temporary reduced rate of VAT, while wider business coverage has also picked up the summer VAT cut, including The Guardian’s business live reporting from the announcement period.

For Lincolnshire’s coastal towns and visitor destinations, this could create a valuable opportunity to encourage more families to plan days out, enjoy local attractions, eat out and make the most of everything the county has to offer over the summer months, especially after recent pressure on visitor numbers. Local reporting has highlighted how coastal businesses are facing challenges as visitor numbers change, making clear summer messaging even more important.

Why this matters for coastal businesses in Lincolnshire

Lincolnshire’s coast plays a huge role in the local visitor economy. From Skegness and Mablethorpe to Cleethorpes and the surrounding villages, many businesses rely on strong summer footfall.

During the school holidays, families are often looking for affordable ways to keep children entertained. However, with household budgets still under pressure, even small savings can influence whether a family chooses to book a day out, visit an attraction, eat at a local cafe or add an extra activity to their trip.

The temporary VAT reduction could help make family activities feel more accessible, especially when promoted clearly and thoughtfully. For businesses, it is not just about lowering prices. It is also about using the summer period to remind visitors of the value, experiences and memories that local businesses provide.

The scale of the opportunity for Lincolnshire businesses

The visitor economy is already a major part of Greater Lincolnshire’s economy. In 2024, tourism and hospitality generated an economic impact of £3.02 billion, surpassing £3 billion for the first time. The county welcomed around 32 million visitors, and tourism and hospitality directly supported 28,700 jobs across Greater Lincolnshire, according to Lincolnshire County Council’s visitor economy update and Visit Lincolnshire’s 2024 visitor economy reporting.

Visit Lincolnshire’s wider Tourism in Greater Lincolnshire resource and the county’s Visitor Economy Report also show why attracting, serving and retaining visitors remains such an important part of local economic planning.

For coastal destinations, the opportunity is especially clear. Skegness attracts around 4 million visitors each year, while North East Lincolnshire Council has reported that Cleethorpes recorded 8.59 million visits in 2022, with visitor spending supporting thousands of local jobs.

These figures show why summer footfall matters so much. When visitors choose to eat out, book attractions, visit local shops or stay longer in the area, that spending supports businesses, staff and communities across Lincolnshire’s coast.

There is also a wider tourism context to keep in mind. VisitBritain’s inbound tourism forecast points to the continued importance of destination visibility, while campaign examples such as All North West Coast show how coastal places can be packaged around experiences, itineraries and reasons to visit.

An opportunity to support local this summer

This summer is also a chance to strengthen the message around supporting local businesses.

When families choose to visit a Lincolnshire attraction, eat in an independent cafe, book a local activity or spend time in a coastal town, that money often stays within the local economy. It supports jobs, suppliers, seasonal staff, family-run businesses and the wider community.

For coastal businesses, this message can be powerful. Visitors are not just buying a meal, a ticket or a day out. They are helping to keep Lincolnshire’s coast vibrant, welcoming and full of things to do.

Businesses may want to build this into their summer marketing by highlighting messages such as:

• Supporting local attractions helps keep Lincolnshire’s coast thriving.
• Family days out create memories while supporting independent businesses.
• Choosing local this summer helps protect jobs, communities and seaside destinations.
• Every visit, booking and meal out makes a difference to local businesses.

This type of messaging can work well across social media, email newsletters, website banners, printed posters and local collaborations.

How businesses can make the most of the VAT change

If your business is eligible, the reduced VAT rate could support your summer marketing in several ways.

You may choose to promote lower prices, create family-focused offers, introduce children’s meal deals, highlight summer activities or encourage advance bookings. The key is to make the benefit clear and easy for customers to understand.

For example, a cafe could promote affordable children’s meals during the school holidays. A soft play centre could create a summer pass or repeat-visit offer. A family attraction could use the reduced VAT rate as part of a wider campaign encouraging visitors to book early or plan a full day out.

Businesses could also work together. A local attraction, cafe, gift shop and accommodation provider could create a simple “family day out on the Lincolnshire coast” itinerary, helping visitors see how they can spend more time locally.

Practical steps to take before 25 June

With the temporary changes coming into effect on 25 June, now is a good time for businesses to review their pricing, systems and marketing.

Businesses should consider:

• Checking whether their products, meals, tickets or admissions qualify for the reduced rate.
• Reviewing till systems, booking platforms and online payment processes.
• Updating website information, menus, ticket pages and printed materials.
• Planning summer marketing campaigns in advance.
• Training staff so they understand what is changing.
• Speaking to an accountant, bookkeeper or HMRC if they are unsure how the rules apply.

It is important that businesses do not assume every sale will qualify. The reduced rate only applies to specific eligible supplies, so getting the details right will be essential. The Government’s Revenue and Customs brief and small business guidance, such as this Simply Business guide to preparing for the summer VAT cut, are useful starting points, but businesses should still review the rules with their accountant, bookkeeper or HMRC if they are unsure.

Marketing ideas for Lincolnshire businesses

To make the most of the summer period, businesses could plan a campaign that combines affordability, family fun and local support.

Ideas could include:

• “Family days out for less this summer”
• “Support local on the Lincolnshire coast”
• “Make the most of the school holidays in Lincolnshire”
• “Affordable summer treats for families”
• “Plan your Lincolnshire coastal day out”
• “Enjoy more local experiences this summer”

This messaging can be used across Facebook, Instagram, Google Business Profile posts, email campaigns, posters, website banners and local community groups.

Businesses should also make sure their key information is up to date online, including opening hours, prices, booking links, menus, accessibility information and family-friendly facilities. When families are planning days out, clear information can make the difference between a booking and a missed opportunity.

A positive moment for Lincolnshire’s visitor economy

The Great British Summer Savings initiative could provide a timely boost for hospitality, leisure and visitor attraction businesses across Greater Lincolnshire.

For coastal businesses in particular, it offers a chance to attract more families, increase awareness, encourage repeat visits and strengthen the message around supporting local.

By preparing early, communicating clearly and making the most of the summer season, Lincolnshire businesses can turn this temporary VAT change into a wider opportunity: helping families enjoy more affordable days out while supporting the local businesses that make the county’s coast such a special place to visit.