Chester Zoo is leading a summit with the Met Office, government officials, and 16 major UK attractions to address the impact of misleading weather applications on visitor numbers.
Chester Zoo experiences daily losses of up to £137,000 due to what it describes as misleading weather app forecasts. The zoo initiated a campaign in March to tackle this issue after its chief operating officer, Dom Strange, noted that a single rain icon, which can signify a brief shower, was deterring potential visitors by making them believe the entire day would be inclement.
"Since then, we've had constructive conversations with the Met Office and this summit is the next step," Strange stated. The proposed solution, inspired by a Norwegian model, involves a four-slot forecast that divides the day into six-hour intervals, offering more specific detail than a single summary icon. This approach would also include a "dry hours" indicator, which is supported by over 80% of the attractions surveyed.
A survey conducted by Chester Zoo and tourism consultancy Navigate found that more than 60% of UK attractions reported a drop in visitor numbers exceeding 40% following a poorly displayed forecast. Some attractions experienced losses of over half their visitors based on a single unfavorable icon.
Other prominent institutions participating in the summit include Bletchley Park and the Zoological Society of London. Strange expressed optimism about the gathering, noting, "Getting government and 16 of the country's biggest attractions round the same table is a real opportunity." The goal is to "leave this room with recommendations we can actually put into practice."