The All-Party Parliamentary Markets Group (APPMG) has launched a new strand of policy work examining the impact of weather forecasting on markets, visitor attractions and the wider outdoor economy, following engagement with leading national attractions, including Rob Comley and colleagues at Chester Zoo, tourism organisations, and representatives of the Met Office.
The issue was formally raised at the recent meeting of the All-Party Parliamentary Market Group Meeting, where parliamentarians, market industry representatives and sector stakeholders considered growing evidence that inaccurate or overly simplified weather forecasts can significantly influence visitor behaviour, leading to reduced footfall, lost income and cancelled events.
The APPMG’s involvement follows work initiated by Chester Zoo, which has been bringing together visitor attractions, tourism bodies, government representatives and technology providers to examine the relationship between weather forecasting and consumer decision-making. In correspondence with NABMA, Chester Zoo highlighted ongoing discussions with the Met Office, DCMS and app developers and invited wider outdoor economy sectors to contribute evidence and support solutions.
Recognising that local markets face many of the same challenges as visitor attractions, NABMA brought the issue to parliament through the APPMG. Markets, outdoor traders, food festivals and community events remain highly dependent on public confidence in weather conditions. Even when adverse weather is forecast for only a small part of the day, simplified forecast summaries can often create the impression that an entire day will be unsuitable for outdoor activity.
During the APPMG discussion, members highlighted concerns that forecasting practices can unintentionally create economic consequences for markets, town centres and visitor destinations. The Group acknowledged that climate change is increasing the frequency of extreme and unpredictable weather conditions, making the accuracy and presentation of forecasts more important than ever for supporting economic resilience and protecting public confidence.
As a result of the discussion, the APPMG agreed to draft a letter to Ministers seeking greater attention to the issue. The proposed correspondence, supported by NABMA, the National Market Traders Federation (NMTF) and the APPMG, calls for a review of how weather information is presented through digital platforms and mobile applications. It also seeks closer collaboration between the Met Office, government departments and outdoor economy sectors to ensure forecasting outputs better reflect real-world economic needs.
The APPMG’s position is not a challenge to the science behind weather forecasting. Instead, the Group is urging consideration of how forecasts are communicated to the public in an era where consumer decisions are increasingly shaped by simple weather icons and app notifications. Members believe that improving clarity and providing more granular information could help consumers make better-informed decisions while reducing unintended economic impacts on markets, tourism businesses and community events.
Parliamentary interest in the issue has been significant, with attendees joining the APPMG meeting specifically to contribute to this discussion before remaining for wider agenda items. Members agreed that the matter sits at the intersection of economic growth, climate resilience, high street vitality and support for small businesses.
Commenting on the initiative, the APPMG stated that:
“Markets, visitor attractions and outdoor events all rely on public confidence. If people believe the weather will be poor all day, many simply stay at home. The APPMG recognises that forecasting plays an important role in public safety, but we also need to understand the wider economic implications of how that information is presented. Working alongside partners such as Chester Zoo, tourism organisations, the NMTF and parliamentarians gives us an opportunity to ensure that forecasting supports both public decision-making and economic resilience.”
The APPMG will continue working with stakeholders across the visitor economy, including attractions, tourism bodies, government departments and industry representatives, to develop recommendations that support both accurate forecasting and the long-term sustainability of Britain’s markets, events and visitor destinations.