Llandudno Pier owner Adam Williams has joined calls for the Met Office to redress its use of rain cloud symbols, warning that displaying the icon online when showers may only occur briefly during a 24-hour period can heavily impact revenue.

The campaign has already attracted a number of high-profile backers such as Pleasure Beach Resort in Blackpool, Adventure Island and Clacton and Weston Piers, with operators stating that “misleading” weather symbols can cost individual venues almost £140,000 a day.

“Weather forecasts and apps are the bane of my life sometimes,” said Williams. “On our coast we tend to have a bit of a micro climate. But quite often the forecast (especially on Thursday for the weekend) is wrong. Thursday we find is when people decide to come for the weekend.”

“We then find a big difference in numbers visiting and it makes a big difference with traders booking in for the weekend on the market. We have often joked to each other we should sue for damages. The problem with the apps and forecasts is you have an emblem that can cover a large area on a map.”

Commenting on the campaign, 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.”

Given the widespread support from the seaside amusements sector for swift change this past week, the Met Office should consider itself duly engaged. Time for a swift remedy.