British theme parks are not passing on the government’s reduction in VAT in their admission charges.
Advanced booking remains £34 at Alton Towers and £39 at Thorpe Park.
The UK government has reduced VAT on tourist attractions from 20% to 5%, for six months.
Merlin has passed on around two-thirds of the cut to its on-day-day admission prices, which are not currently paid due to the requirement to pre-book.
Blackpool Pleasure Beach has not reduced any of its admission prices, with a number of other parks following suit.
Lightwater Valley has reduced its admission prices, but is offering a reduced ride line-up at present.
Merlin has been a prominent campaign for a VAT reduction on attractions and hotel rooms for several years, suggesting that it would reduce prices for guests.
However, amidst a severe revenue drop due to the COVID-19 pandemic, the decision not to pass on the VAT cut is widely seen as an attempt to recover income in 2020.