Europe’s largest pleasure pier has thrown its weight behind a nationwide campaign to change how weather forecasts are displayed on popular apps.
Bosses at Clacton Pier have warned that misleading rain icons can cost the business thousands of pounds a day.
And along with more than 80 other outdoor attractions across the UK the pier is arguing that a single raincloud icon summarising a 24-hour period can create the impression of a washout – even when much of the day is dry.
The attractions are calling for a roundtable with the Met Office, government and major weather app developers to explore practical improvements.
These 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.
Director Billy Ball believes families often make decisions based on a quick glance at a phone screen. If they see a raincloud, plans are cancelled.
“This is very frustrating and hits us hard financially every single year,” he said. “An unfavourable forecast can mean our number of visitors dropping by around 30 per cent or even more.
“Along with other factors making it a difficult time moneywise, it can lead to reduced investment and less job opportunities for the local community.”
Tourism contributes £147bn annually to the UK economy, with domestic day trips worth more than £50bn.
The campaigning group – led by Chester Zoo – says spontaneous visits are highly weather-dependent, and research suggests around 70 per cent of people check forecasts before heading out.
The companies are 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.
Mr Ball added: “Sometimes there are just a few early morning showers yet the only symbol potential visitors see is rain and therefore stay at home fearing a washout.
“We totally agree with the other attractions in the group that there must be a better way to present forecasts that will better reflect what families can actually expect to find if they make the journey.
“The Met Office is the UK’s most trusted weather authority and if it leads the way, other apps will follow.
“Clearer presentation would give families confidence to plan – and help to protect thousands of jobs across the UK visitor economy.”
Mr Ball said the way weather forecasts are presented has concerned him for some years and praised Chester Zoo for generating this united response and hopes it will be successful.
Others signed up include Blackpool Pleasure Beach Resort, Eden Project, Blenheim Palace and RHS Gardens as well as Southend’s Adventure Island and Colchester Zoological Society.
