'Misleading weather apps cost attractions thousands'

Chester Zoo is leading a push to change how weather forecasts are displayed on mobile phone apps - warning that "misleading" rain icons cost venues up to £137,000 a day.

The Cheshire attraction has co-ordinated a call to the Met Office on behalf of more than 80 outdoor attractions, including the Eden Project, RHS Gardens, Blackpool Pleasure Beach and Blenheim Palace.

They argue a single rain cloud icon summarising a 24-hour period can imply a washout, even when much of the day is expected to be dry. They said families often made decisions based on a quick glance at a phone screen and if they see a rain cloud, plans are postponed.

The Met Office said it was working on improvements.

The attractions claim "spontaneous visits" are highly weather-dependent, and cite research which suggests about 70% of people check forecasts before heading out.

Some report attendance falling by up to 30% following an unfavourable forecast.

The group stressed it was 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, for example.

Dom Strange, of 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.

"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."

Strange added: "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."

Attractions have now urged the Met Office, government and major weather app developers to explore practical improvements.

They suggest separate daytime and overnight weather icons, clearer written summaries such as "showers early, brighter later" and indicators showing the proportion of expected dry hours.

Olly Reed, marketing director at tourism consultancy Navigate, which works with more than 50 UK visitor attractions, said it tracked attendance patterns against forecast weather data.

He said: "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."

Blackpool Pleasure Beach Resort has also backed the call for clearer forecast presentation.

Spokesman James Cox said: "In the current economic climate... families see a leisure day out as a considered investment, rather than the throwaway discretionary spend of old.

"The impact of the weather forecast is therefore intensified, particularly for outdoor attractions.

"A significant amount of our bookings come within 24 hours of any given day, because people rely on that weather icon.

"Accurate reports with imagery that better reflects overall conditions are vital."

A Met Office spokesperson said: "We are seeking to develop an engagement plan with [the tourism sector] to integrate this with our existing plans to improve weather services for tourism and more generally.

"We know the weather forecast is an important part of making plans, especially in the UK, which is why the Met Office has already delivered a series of improvements to enhance the presentation of weather information which can support the visitor economy, with further developments planned."

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