Plans to cut prices at family attractions over the summer holidays will be a "wonderful initiative" to help more people visit, a business has said.

Government plans coming into force on Thursday will cut VAT on some tickets to attractions in the UK, with the discount expected to be passed on by businesses to customers.

James Robson, general manager of Birdworld in Farnham, Surrey, said that he hoped the move would make visiting easier for families with less money, but also called for a more lasting initiative to help attractions.

"This opens up accessibility to people who might be feeling the strain over the summer holidays," he said.

"It's a wonderful initiative that looks to provide a bit of tax relief through the summer holidays.

"It's getting more and more expensive to run these attractions, and long term it would be good to see further relief."

Under the government's Great British Summer Savings scheme, VAT on children's meals in restaurants and children's tickets at cinemas, theatres and other shows will be cut from 20% to 5%.

Adults and childrens tickets for attractions such as Birdworld will also be cut by the same amount.

Discounts from the VAT cut are expected to be passed on to customers, a government spokesperson said.

The scheme will run until 1 September, to coincide with the school summer holidays.

Caroline Cooney, of Hobbledown near Epsom, said: "We are trying to actively help customers. We understand families are under financial pressures and believe great experiences should be accessible for them.

"We are hoping to see more people. This six weeks is quite important."

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