The Imperial War Museum has advised that the reduction in VAT to 15 per cent. has not been applied to admission prices for its branches that charge an entry fee: the Churchill Museum/Cabinet War Rooms; HMS Belfast; and Imperial War Museum Duxford. To apply the reduction would incur costs in re-printing publicity material and revising contracts with third-party ticket partners. Wherever possible, prices will be held at December 2008 levels and planned rises postponed. Where prices are increasing, these will be modest and in line with other market forces.
The Imperial War Museum has passed on the VAT reduction at shops in its branches and online, through collections licensing, corporate hospitality and for audio guides. Any increased revenue resulting from the VAT reduction will be directed towards the Museum’s programmes of exhibitions, events, education and outreach work, and to maintaining its permanent displays and archives.