Rain icons on weather apps 'costing UK attractions thousands'
They say families can be put off even on mostly dry days
More than 80 UK visitor attractions are calling for changes to how weather forecasts are displayed on popular apps, warning rain icons could be discouraging people from visiting outdoor sites.
The campaign is being led by Chester Zoo, which says misleading weather symbols can create the impression of a full day of rain even when conditions are largely dry.
Attractions say this can lead to attendance drops of up to 30%, with some venues estimating losses of as much as £137,000 in a single day.
Operators say the issue is not the accuracy of forecasts but how the information is visually presented on weather apps.
Concerns about rain symbols on forecasts
Chester Zoo has coordinated a joint approach to the Met Office on behalf of more than 80 attractions across the UK.
Those backing the call include the Eden Project, RHS Gardens, Blackpool Pleasure Beach and Blenheim Palace.
They say a single raincloud icon summarising a 24-hour period can suggest a washout, even when rain is expected only overnight or for a short time.
Tourism is worth £147bn annually to the UK economy, with domestic day trips contributing more than £50bn.
Research also suggests around 70% of people check the weather forecast before deciding whether to head out.
Visitor numbers linked to weather symbols
Dom Strange, Chief Operating Officer at 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.”
Tourism consultancy Navigate says analysis across a range of sites shows visits can fall sharply when an unfavourable weather icon appears.
Olly Reed, Marketing Director at 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.”
Calls for clearer weather forecasts
Attractions are now calling for talks with the Met Office, government and weather app developers to discuss possible improvements.
Suggested changes include separate icons for daytime and overnight conditions, clearer written summaries and indicators showing how many hours of the day are expected to be dry.
James Cox, Director of Marketing, Sales and PR at Blackpool Pleasure Beach Resort, said: “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.”
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