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An Intrepid Request

QticThose of us in Destination Marketing know that the immediacy of weather reports can have both an advantageous and a disastrous effect on our destinations. Usually disastrous.

The Queensland Tourism Industry Council is claiming that weather predictions from their Bureau of Meteorology are too negative...and are hurting their efforts to draw last minute visitors.

But, their suggestion for how to better communicate the expected weather is seriously bold...bordering on audacious.

According to the Council, language used in forecasts saying 'partly cloudy' and 'chance of rain' should instead say 'mostly sunny' and 'likely sunshine." Forecasts for rain are being encouraged to be framed as a positive, as in a 'cooling down' during days where temperatures are high.

As a Destination Marketer, I totally get it. As a tourist...damn, would I be pissed.

Just a thought...

Bill Geist

Bill GeistBill Geist

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