A group of Britain’s most popular tourist attractions has hit out at weather apps after complaining they are costing them millions by putting off visitors.
Chester Zoo is spearheading a campaign to change how forecasts are displayed on popular apps, complaining that ‘misleading’ rain icons could be losing some venues up to £137,000 in a single day.
The zoo has coordinated a joint approach on behalf of more than 80 outdoor attractions, including the Eden Project, RHS Gardens, Blackpool Pleasure Beach and Blenheim Palace.
They warn that a single rain cloud icon summarising a 24-hour period can create the impression of a washout – even when much of the day is dry.
Operators argue families make decisions based on a quick glance at a phone screen, often cancelling plans if they see there is a possibility of rain.
They claimed that around 70 per cent of people check forecasts before heading out, while some sites report attendance dropping by up to 30 per cent following an unfavourable forecast.
The group stresses it is not challenging forecast accuracy, but how the information is visually presented, particularly by third-party apps that may show overnight rain as an all-day rain symbol.
Instead, they are calling for the Met Office, government and major weather app developers to explore practical improvements to how forecasts are shown on screen and give families more clarity when planning trips.
Taking the city of Derby as an example this week, tomorrow’s icon on the Met Office app for the day is ‘rain’ – even though rain is actually only forecast from 2pm.
Chester Zoo is behind a campaign to change how forecasts are displayed on weather apps
Taking the city of Derby as an example this week, tomorrow’s icon on the Met Office app for the day is ‘rain’ – even though rain is actually only forecast from 2pm
Improvements they have suggested include separate daytime and overnight weather icons, clearer written summaries such as ‘showers early, brighter later’ and indicators showing the proportion of expected dry hours.
Dom Strange, chief operating officer of Chester Zoo, said: ‘When families see a raincloud icon, many simply stay home. The reality might be a brief shower at 6am – but the symbol suggests a washout.
‘As the national zoo and one of the UK’s leading attractions, we’re speaking up for the wider visitor economy – from heritage sites to theme parks – and the thousands of jobs that depend on spontaneous visits.
‘The Met Office is the UK’s most trusted weather authority and in a unique position to help lead the way on clearer forecasting so other apps follow their leads.
‘With today’s data and technology, there’s an opportunity to present forecasts in a way that better reflects how the day will actually feel on the ground.’
Olly Reed, marketing director at tourism consultancy Navigate, said: ‘We work with more than 50 UK visitor attractions and destinations, giving us a broad and representative view of sector performance.
‘Across the sites we support, attendance patterns are closely tracked against forecast data and the picture is consistent – when an unfavourable weather icon appears, visits can drop by an average of around 30%.
‘This is reflective of analysis across a diverse portfolio of heritage sites, gardens, zoos and theme parks. Bookings don’t just shift with the weather itself, they shift with how that weather is framed.
‘In a sector driven by spontaneity, small design choices in forecast presentation can have disproportionate economic consequences. Credit to Chester Zoo for helping shine a light on this.’
The Eden Project (pictured) is also among the attractions pushing for change
Blackpool Pleasure Beach Resort has also backed the call for clearer forecast presentation.
James Cox, director of marketing, sales & PR at Blackpool Pleasure Beach Resort, added: ‘We feel it’s important to add our support to the letter to Professor Endersby at the Met Office on behalf of the UK visitor economy, and to continue the constructive dialogue on how forecast data is presented.
‘In the current economic climate, we know only too well that families see a leisure day out as a considered investment, rather than the throwaway discretionary spend of old. They are cautiously waiting for all deciding factors to align to ensure their investment guarantees the best possible day out.
‘The impact of the weather forecast is therefore intensified, particularly for outdoor attractions. A significant amount of our bookings come within 24 hours before any given day, because people rely on that weather icon.
‘Accurate reports with imagery that better reflects overall conditions are vital. This will help families plan with confidence and provide greater stability for attractions and the wider visitor economy, which depend on accurate forecasting to trade successfully.’
A Met Office spokesperson said: ‘We are seeking to develop an engagement plan with [the tourism sector] to integrate this with our existing plans to improve weather services for tourism and more generally.
‘We know the weather forecast is an important part of making plans, especially in the UK, which is why the Met Office has already delivered a series of improvements to enhance the presentation of weather information which can support the visitor economy, with further developments planned.’
