/ Jun 17, 2026
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Bristol Hoteliers Association is backing celebrity chef Tom Kerridge’s ‘VAT’s the Problem’ campaign, which is calling for a 10% tax rate to protect profit margins within the hospitality industry.
While the trade association is expecting stronger summer trading for 2026, it warned that a reduction in value added tax is required to provide a firm foundation for local businesses.
Kerridge’s campaign has attracted more than 100,000 signatures in less than 72 hours of its launch, and has received support from other trade bodies including UKHospitality and CODE Hospitality.
Association chair Adam Flint said hotel occupancy in the city grew by 3% this year compared to last year, but at the cost of average room rates.
With operating costs rising between 3% and 13%, Flint warned that overall hospitality profits remain flat or down year-on-year across the city.
Despite these ongoing economic challenges, Flint noted that upcoming local events mean there are plenty of reasons to remain optimistic about summer trading.
Flint said: “While we cannot control rising costs in a lot of areas, one thing for sure is a reduction in VAT will encourage consumer sales and bring prices down to a more reasonable level, as many other countries in Europe operate with right now.
“The hospitality sector relies on sales growth to maintain job numbers and profit margins, so for the BHA, it’s a no-brainer to support the #VATsTheProblem campaign. June has started well, and we welcome international cricket to the city which will certainly help boost the local economy, as we saw with rugby last September.”
He added: “Looking towards July and the run up to summer, general occupancy is looking quite healthy, albeit at the loss of ADR once again. We’ve got Bristol Pride, the Harbour Festival, graduation ceremonies and the Balloon Fiesta, as well as many more smaller music events, all of which will hopefully provide a decent base for local hotels and the economy, so there is still cause for optimism – but it would be a lot better if we can get that helping hand from a reduction in VAT.”
News Analysis
The Bristol Hoteliers Association’s renewed call for a reduction in VAT echoes earlier efforts by the industry, as underscored in June 2024 when BHA chair Raphael Herzog stressed the need for more governmental support in the wake of rising operational costs. Just ahead of a general election, Herzog highlighted that politicians must heed the hospitality sector’s demands, particularly since the BHA has been advocating for a VAT reduction since at least 2022, when Herzog himself pointed out the crippling impacts of elevated VAT rates on local businesses calls for greater governmental support.
This latest campaign follows a broader trend where industry leaders have consistently argued for lower VAT rates to remain competitive with other European destinations. UKHospitality’s calls for a permanent reduction to 12.5% were recorded in November 2023, amid concerns that failing to do so would continue to hinder growth and recovery in tourism UKH argues for reduced VAT rates.
The tension between sustaining necessary government revenue and supporting the hospitality sector has been evident throughout the pandemic and beyond. Discussions from as far back as March 2022 reveal strong discontent over the planned return of VAT to 20%, which was viewed as a detrimental move for many hospitality businesses already struggling with economic pressures disappointment over increased tax rates. As the BHA rallies support for Tom Kerridge’s campaign, the historical context highlights an ongoing struggle within the sector to secure a fair taxation framework crucial for its sustainability and growth.
Bristol Hoteliers Association is backing celebrity chef Tom Kerridge’s ‘VAT’s the Problem’ campaign, which is calling for a 10% tax rate to protect profit margins within the hospitality industry.
While the trade association is expecting stronger summer trading for 2026, it warned that a reduction in value added tax is required to provide a firm foundation for local businesses.
Kerridge’s campaign has attracted more than 100,000 signatures in less than 72 hours of its launch, and has received support from other trade bodies including UKHospitality and CODE Hospitality.
Association chair Adam Flint said hotel occupancy in the city grew by 3% this year compared to last year, but at the cost of average room rates.
With operating costs rising between 3% and 13%, Flint warned that overall hospitality profits remain flat or down year-on-year across the city.
Despite these ongoing economic challenges, Flint noted that upcoming local events mean there are plenty of reasons to remain optimistic about summer trading.
Flint said: “While we cannot control rising costs in a lot of areas, one thing for sure is a reduction in VAT will encourage consumer sales and bring prices down to a more reasonable level, as many other countries in Europe operate with right now.
“The hospitality sector relies on sales growth to maintain job numbers and profit margins, so for the BHA, it’s a no-brainer to support the #VATsTheProblem campaign. June has started well, and we welcome international cricket to the city which will certainly help boost the local economy, as we saw with rugby last September.”
He added: “Looking towards July and the run up to summer, general occupancy is looking quite healthy, albeit at the loss of ADR once again. We’ve got Bristol Pride, the Harbour Festival, graduation ceremonies and the Balloon Fiesta, as well as many more smaller music events, all of which will hopefully provide a decent base for local hotels and the economy, so there is still cause for optimism – but it would be a lot better if we can get that helping hand from a reduction in VAT.”
News Analysis
The Bristol Hoteliers Association’s renewed call for a reduction in VAT echoes earlier efforts by the industry, as underscored in June 2024 when BHA chair Raphael Herzog stressed the need for more governmental support in the wake of rising operational costs. Just ahead of a general election, Herzog highlighted that politicians must heed the hospitality sector’s demands, particularly since the BHA has been advocating for a VAT reduction since at least 2022, when Herzog himself pointed out the crippling impacts of elevated VAT rates on local businesses calls for greater governmental support.
This latest campaign follows a broader trend where industry leaders have consistently argued for lower VAT rates to remain competitive with other European destinations. UKHospitality’s calls for a permanent reduction to 12.5% were recorded in November 2023, amid concerns that failing to do so would continue to hinder growth and recovery in tourism UKH argues for reduced VAT rates.
The tension between sustaining necessary government revenue and supporting the hospitality sector has been evident throughout the pandemic and beyond. Discussions from as far back as March 2022 reveal strong discontent over the planned return of VAT to 20%, which was viewed as a detrimental move for many hospitality businesses already struggling with economic pressures disappointment over increased tax rates. As the BHA rallies support for Tom Kerridge’s campaign, the historical context highlights an ongoing struggle within the sector to secure a fair taxation framework crucial for its sustainability and growth.
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making

The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.

It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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