Rain icons on weather apps costing West Country attractions thousands
Local tourist destinations are joining a nationwide call for clearer weather information
Last updated 17 hours ago
Outdoor visitor attractions, including the Bristol Zoo Project, Noah’s Ark Zoo Farm, Avon Valley Adventure Park, and the Grand Pier in Weston-super-Mare, have joined a nationwide campaign to improve how weather forecasts are presented on apps.
According to the letter signed by around 80 attractions across the country, the presentation of weather forecasts can heavily influence visitor decisions.
Research indicates that about 70% of people check the forecast before making plans, but the simplistic representation of weather conditions on many apps can lead to misinterpretations.
For example, a single raincloud icon may suggest an entirely wet day, even if the rain is only forecast for a brief overnight period.
This misinterpretation can result in significant revenue losses for outdoor venues, with figures suggesting a potential loss of up to £137,000 per day for some attractions.
The letter addressed to Professor Endersby states: “A single raincloud icon can cost thousands of pounds in lost revenue - some predictions as high as £137,000 a day.”
It continues: “We propose a roundtable discussion bringing together the Met Office, leading UK visitor attractions, the relevant Minister, and key app developers to explore an effective answer to this problem - and discuss how your influence could help shape improvements across third party platforms.”
Suggested improvements include splitting icons into day and night forecasts, providing concise weather summaries, or introducing indicators like expected dry hour percentages.
The letter emphasizes: “Our shared goal is to ensure families have clear, useful information that supports informed decisions, without unintended consequences for the visitor economy.”
The signatories propose a roundtable discussion with the Met Office, government officials, relevant app developers, and other stakeholders to explore solutions.
Tabitha Aldrich-Smith, Met Office associate director for communications and engagement, said: “Our weather forecasts – including on our app, YouTube channel, and website – offer a variety of ways for people across the UK to stay informed about the weather.
“We are committed to providing accessible forecasts tailored to make the most of the UK weather.
“Recognising that days out are an integral part of our culture, we aim to support the outdoor industry, from attractions to festivals, as they prepare for the season ahead.
“We look forward to ongoing collaboration with the tourism sector.”