SUMMER KIDZ: Parents spend hundreds on days out during Summer Holidays but kids prefer FREE activities in nature

• Two thirds of parents feel pressure to take kids on expensive sightseeing trips/days out, yet three quarters say kids experience as much wonder looking at mundane, free sights, such as an algae-covered ponds

• Rather than expensive tourist attractions, children are more likely to be interested in everyday sights such as nature and animals

With schools breaking up for the summer holidays, parents will spend an average of £400 per child on action-packed days trying to keep their kids entertained.

But forget fancy castles and expensive tourist sights, it’s the extra ordinary things that kids love to look at, with over three quarters (76%) of parents saying their children experience as much wonder on a free walk in the woods as they do on an expensive trip or activity.

The survey, from Specsavers, reveals over two thirds (68%) of parents of children aged four to eight feel pressure to take their kids to see amazing sights during their six weeks off. Nearly three quarters (73%) also foresee this being more expensive this year compared to last, and 60% are expecting to feel financially stretched as a result.

The survey also reveals an average of £232 has been wasted on attractions their children were indifferent about – a reality that’s left parents feeling disappointed (39%), motivated to ‘try something different’ entirely (35%) and ultimately frustrated (26%).

Rather than splashing out on pricey sightseeing tours, data shows children find the most wonder in nature (35%), with animals (32%), or anything involving water (25%).

Parents also outlined specific everyday ‘wonders’ their child finds joy in while appearing completely mundane to them – with notable examples including like a mossy log, a ramp, puddle, a long tunnel, a weird-shaped cloud, bouncy tree branches, and tall pointy rocks.

This natural curiosity may explain why, according to the research, more than two thirds of parents (69%) say they would question whether something was wrong with their child’s eyesight if they suddenly stopped pointing out these everyday wonders.

Over a quarter of parents (26%) have put off getting their child’s eyes tested simply because they assume their child would complain if something was wrong. Around one in five (19%) children haven’t had an eye test in the recommended two years.

Sarah Joyce, Optometrist from Specsavers, said: “We know parents are feeling financially stretched so we want to remind them that children’s eye tests and frames are free*.  Not only will you be doing the best thing for their vision and eye health, you’ll also be helping them marvel at all the free wonders on their doorstep, without needing to spend a fortune on expensive days”

To celebrate children’s unique way of seeing the world, Specsavers has launched ‘Tightseeing’ – and is playfully crowd-sourcing the UK’s best free “sights”.

It is inviting everyone to suggest their own local spots complete with photos and locations; with the aim of building a real nationwide listing so parents can be “tight” and save the pennies.​

These extra ordinary sights up and down the country feature on a Specsavers Tightseeing map, featuring sights that kids will love and that don’t cost a thing. These include the ever-popular and renowned ‘Nat West Hole’ on Bath Street in Ilkeston.

Elsewhere, they include ‘Five Big Ole Logs’ in London’s Alexandra Park, ‘A Miniscule Bridge’ in Larkhall, Scotland and ‘A Quite Tall Pointy Rock’ in Bristol.​

Discover the UK’s best free sights at tightseeing.com.

* = Unless otherwise stated, all statistics are from research conducted in July 2026, among 1,000 UK parents with children aged 4-8 years.