NOEA Supports Industry Campaign for Better Weather Forecast Communication
The National Outdoor Events Association (NOEA) has announced its support for a growing cross-industry campaign that is encouraging weather forecasting platforms and app developers to rethink how weather information is presented to the public. The initiative, led by Chester Zoo and backed by more than 80 visitor attractions across the UK, aims to improve the way daily weather forecasts are visually displayed so consumers can make more informed decisions about visiting outdoor events and attractions.
The campaign is not questioning the accuracy of weather forecasting itself but is instead calling for discussions with the Met Office and weather app providers to ensure forecast information better represents the actual weather conditions people are likely to experience throughout the day.
Weather Forecast Displays Influence Consumer Decisions
For the outdoor events industry, weather plays a critical role in visitor attendance. Many festivals, exhibitions, agricultural shows, sporting events, concerts, and family attractions depend heavily on last-minute ticket purchases and same-day visitor decisions. As a result, the way weather forecasts are presented can significantly influence consumer confidence.
Organisers argue that a single rain icon displayed on a weather app can create the impression that an entire day will be wet, even when rainfall is expected for only a short period. This can discourage visitors from attending events despite favourable conditions for most of the day, leading to avoidable revenue losses for organisers.
Campaign Extends Beyond Visitor Attractions
NOEA believes the issue affects far more than zoos and tourist attractions. The association says misleading visual representations of weather forecasts impact a broad range of outdoor activities, including music festivals, agricultural exhibitions, community celebrations, sporting competitions, outdoor theatre performances, food festivals, and cultural events across the United Kingdom.
Recognising the growing concern among organisers, NOEA has been working closely with its members to examine the relationship between weather forecasts, visitor behaviour, and event performance.
Industry Survey Highlights Significant Financial Impact
Preliminary findings from NOEA’s industry survey reveal the extent to which weather forecast presentations influence attendance at outdoor events.
According to the survey, more than 80% of event organisers identified admissions and visitor attendance as the area most affected by weather forecasts. Even more concerning, one in three organisers reported losing over 50% of expected visitors because of how weather information was presented to potential attendees.
These findings demonstrate that consumer perception of weather can have a direct commercial impact, even when actual weather conditions remain suitable for outdoor activities.
Industry Calls for Clearer, More Actionable Forecast Information
The survey also revealed that organisers are not demanding more accurate weather forecasting. Instead, they are calling for forecasts to be communicated more clearly so consumers can better understand what weather they are actually likely to experience.
Respondents rated the importance of improved forecast communication at 4.8 out of 5, making it one of the industry’s highest priorities. Organisers believe that clearer visual displays—showing the timing and duration of rain rather than using a single icon for an entire day—would help consumers make more balanced decisions.
The campaign argues that better weather communication could improve public confidence, increase attendance at outdoor events, and reduce unnecessary financial losses across the sector.
NOEA CEO Calls for More Effective Weather Communication
Commenting on the campaign, Susan Tanner, Chief Executive Officer of NOEA, explained that the initiative is focused on improving how weather information is interpreted by the public rather than questioning the science behind forecasting.
She stated that outdoor events successfully operate in a wide variety of weather conditions. However, when a single weather icon suggests a full day of rain despite only a brief shower being expected, it can unintentionally discourage visitors from attending.
According to Tanner, reviewing how forecasts are presented could provide consumers with a clearer understanding of the day’s actual conditions while helping event organisers avoid unnecessary attendance declines.
Collaboration with Weather Providers
The campaign encourages constructive dialogue between the outdoor events industry, the Met Office, and weather application developers to explore practical improvements in forecast presentation.
Rather than replacing existing forecasting systems, organisers are advocating for more detailed and user-friendly visual displays that reflect hourly weather patterns and changing conditions throughout the day.
Such improvements could help consumers make informed travel and leisure decisions while supporting businesses that depend on weather-sensitive attendance.
Supporting the UK’s Outdoor Events Industry
The UK’s outdoor events industry contributes significantly to tourism, local economies, hospitality, and community engagement. From major festivals and agricultural fairs to sporting fixtures and family attractions, millions of visitors attend outdoor events every year.
As digital weather forecasts increasingly influence travel decisions, industry leaders believe improving forecast communication can benefit both consumers and businesses. Providing weather information that accurately reflects changing daily conditions could encourage greater public confidence while helping organisers maintain attendance levels during periods of mixed weather.
With support from NOEA and more than 80 organisations, the campaign is expected to continue discussions with weather forecasting providers in the hope of creating a more balanced and informative forecasting experience for consumers across the UK.
