The #VATsTheProblem campaign, spearheaded by Michelin-starred chef Tom Kerridge, has crossed the 100,000-signature milestone within 72 hours of its launch. The petition, which urges the UK government to reduce VAT on hospitality services to 10%, has drawn support from major industry bodies including UKHospitality, the British Beer and Pub Association, the British Institute of Innkeeping, and CODE Hospitality. The campaign is set for a full public rollout on 1 July.
Kerridge, known for his work at The Hand & Flowers in Marlow, has called on hospitality businesses to sustain momentum by engaging staff and customers. “What a start to the campaign, but it is just the start. More than 100,000 people backing 10% VAT for hospitality in just three days shows the strength of feeling across hospitality, and that number will only continue to grow,” he said.
Industry-Wide Push for Tax Relief
The petition’s rapid growth reflects a sector still recovering from pandemic-era disruptions and grappling with rising costs. A reduced VAT rate, proponents argue, would ease pressure on margins for hotels, restaurants, pubs, and event venues. The campaign website offers a toolkit for businesses to amplify the message, including social media assets and printable materials for in-venue promotion.
Kerridge emphasized the urgency: “Let’s get this number as high as possible before 1 July, and show just how much hospitality needs a VAT cut to 10%.” The campaign aims to demonstrate broad public and industry backing to policymakers ahead of any fiscal review.
This push aligns with broader hospitality sector advocacy. For context, similar VAT reduction efforts have been seen in other markets, such as the Thai hospitality transformation led by TICA President Prachoom Tantiprasertsuk, where tax incentives have been a key lever for growth.
The campaign’s success also underscores the power of digital mobilization in the travel and hospitality industry. As noted in Mastercard's 'Phone. Passport. Mastercard.' campaign, targeted digital campaigns can effectively rally consumer and trade support for policy changes.
For hoteliers and restaurateurs, a VAT cut could translate into lower menu prices, increased investment in staff training, and enhanced guest experiences. The Rosewood Abu Dhabi and Les Roches partnership highlights how talent development remains a priority, and tax relief could free up funds for such initiatives.
As the 1 July deadline approaches, the industry will watch closely whether the petition’s momentum translates into political action. The campaign’s organizers are urging all hospitality businesses—from independent pubs to global hotel groups—to participate and share the petition widely.
