Summer VAT savings having 'positive impact' at zoo

A government scheme to help boost visitor numbers to tourist attractions over the summer holidays has made a "positive impact", according to a Shropshire zoo.

Under the savings scheme, introduced on 25 June, families can get cheaper access to theme parks, zoos and museums as well as children's meals, due to a temporary VAT cut.

At Hoo Zoo and Dinosaur World in Telford, the attraction is choosing to pass the discount on by offering two-for-one tickets, where visitors can return for free again between September and November.

Owner Will Dorrell welcomed the tax saving and said he hoped to see their visitor numbers increase over the summer holidays.

The scheme will see VAT reduced from 20% to 5% until 1 September, in a move the government said would help with the cost of living.

Businesses can choose whether or not to pass on the discount to customers, with the initiative estimated to cost about £300m.

Dorrell said they had been pushing for a reduction of VAT for visitor attractions for quite a while.

"We've obviously handled it in a slightly different way. Instead of reducing our prices, we're offering a free return visit for all customers, so essentially they get 50% off," Dorrell said.

"I think everyone at the moment is watching where their pennies go, so really any incentive, any help to try and get them out is only going to be positive."

Visitors to the attraction said the summer holidays could sometimes be a struggle financially for families.

"The kids get bored, as any parent knows, so when you're trying to entertain them a lot of the time, it's easier to take them out. But it costs money to do that," said Mark Tague.

Carol Hitchen, who was visiting with her two granddaughters, said she thought the scheme was a "great idea".

"When you're taking the girls out for lovely adventures in the summer, it can get very expensive," she added. "So any help we can get is really welcome."

Another visitor, Max Jennings, said it was difficult to budget and the scheme was a "massive positive".

"The last few months we've obviously seen recent prices of oil and things like that impacting everything. It's a challenge for everyone, isn't it?" he said.

Meanwhile, zoo keepers said keeping the animals and lemurs cool during the soaring temperatures and hot weather was also a key priority.

"They were born here in the UK so they've kinda adapted to our weather, so even a hot day to us is going to be a hot day to them," explained senior keeper Melanie Freet.

"To cool them off we'll give them nice frozen treats.

"We've given them some nice frozen watermelon and sometimes we'll give them little baths to sit in."

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