Chester Zoo has spearheaded a national campaign calling for changes to weather apps, arguing that misleading rain symbols deter visitors and cost the tourism sector millions. The zoo, along with over 80 outdoor attractions including RHS Gardens and Blackpool Pleasure Beach, approached the Met Office to address how forecasts are displayed.
Impact of Weather Icons on Attendance
Research shows that a single raincloud icon can cause a 30% drop in attendance at visitor attractions, even if the rain is brief or occurs outside opening hours. The tourism sector contributes £147bn annually to the UK economy, with domestic day trips worth over £50bn. Around 70% of people check forecasts before heading out, and up to 40% only look at the headline symbol.
Dom Strange, chief operating officer of Chester Zoo, said: “When families see a raincloud icon, many simply stay at home. The reality might be a brief shower at 6am - but the symbol suggests a washout.”
Summit with Met Office and Government
On Monday, Chester Zoo hosted a summit with the Met Office, government officials, and representatives from 16 major UK attractions, including Blackpool Pleasure Beach. The summit, chaired by Visit Britain board member Nigel Wilkinson, resulted in “a series of practical recommendations” to improve weather communication.
Following the summit, Strange added: “The discussions were constructive and collaborative. Importantly, everyone wanted the summit to be more than just a conversation. We developed practical recommendations for both the Met Office and visitor attractions. We’ll now take those forward together over the coming months.”
Industry Calls for More Detailed Forecasts
James Cox, Director of Marketing, Sales and PR at Pleasure Beach Resort, said: “The forecast is so often the deciding factor between a day out and a day at home. It doesn’t seem right for a potential 6am downpour to dominate the display of an otherwise sunny day. An alteration will also give people extra confidence to make the most of their days out.”
The Met Office’s Grahame Madge welcomed the summit: “We were very pleased with how the event went. It was great to meet the industry. We are listening and do recognise the importance of the sector.” However, he noted that changes may not be immediate: “There were discussions of providing four icons a day, but even with four symbols there’s still challenges. We favour putting hourly symbols and contextual information like radar imagery. There may be lessons in helping people understand the app better.”
Next Steps
More details on the recommendations will be revealed in the coming months. The campaign aims to ensure forecasts communicate as much useful information as possible, enabling people to make informed decisions and enjoy days out without being misled by a single icon.
