CLACTON Pier has joined a nationwide campaign to change how weather forecasts are displayed on popular apps.
Bosses at the pier say misleading rain symbols can cost the business thousands of pounds a day, as a single raincloud icon covering a 24-hour period can give the impression of a complete washout, even if much of the day is dry.
Billy Ball, director at Clacton Pier, said: "This is very frustrating and hits us hard financially every single year.
"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."
More than 80 outdoor attractions across the UK are supporting the campaign, which calls for a roundtable discussion with the Met Office, government, and major weather app developers.
The group is urging improvements such as separate daytime and overnight icons, clearer summary text like "showers early, brighter later", and indicators showing the proportion of expected dry hours.
Mr Ball said: "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 campaign is led by Chester Zoo and includes other major attractions such as Blackpool Pleasure Beach Resort, the Eden Project, Blenheim Palace, RHS Gardens, Adventure Island in Southend and the Colchester Zoological Society.
Those involved in the campaign are not challenging the accuracy of forecasts, but how the information is displayed.
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They argue that third-party apps often show overnight rain as an all-day symbol.
Mr Ball said: "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."
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