Wicksteed Park says misleading weather apps are costing visitor numbers
More than 80 attractions have written to the Met Office, asking for better forecasts
Wicksteed Park in Northamptonshire has joined forces with over 80 outdoor attractions, including Chester Zoo, to campaign for clearer weather forecasts on mobile apps. The initiative aims to transform how weather data is presented to reduce the negative impact on visitor numbers.
Director Kelly Richardson highlighted the issue, explaining, "A single raincloud icon summarising a full 24-hour period can give the impression of a total washout – even when most of the day is completely dry. For outdoor attractions, that small symbol can have a big impact, costing thousands of pounds in lost visits."
Richardson noted how weather apps have changed the way people plan their visits, stating, "People are leaving their day out planning to sort of the last minute... That negative weather icon has a real impact."
Chester Zoo and Navigate Agency have spearheaded an effort to address this issue with the Met Office, the UK's trusted weather authority, seeking a new standard for daily forecasting. Richardson emphasised their support, saying, "Of course, we had to support them in pushing that forward and hopefully making a bit of a positive change."
Financially, the impact of inaccurate weather forecasts has been significant for Wicksteed Park, though hard to pinpoint precisely due to seasonal weather changes. Richardson stated, "If the weather app is telling people it's going to be a dreadful day, we know our revenues will be rock bottom."
Despite weather concerns, Wicksteed Park says it offers numerous attractions that can be enjoyed regardless of the weather. Richardson assured visitors, "There's plenty of places to duck into to escape those rain showers... My biggest thing is there's no such thing as bad weather. Just bring the right clothes."
The collective voice of outdoor attractions seeks to encourage the Met Office to refine weather presentation on apps to help people make more accurate day-out decisions.