We need more wet weather destinations

Holidaying in the north of England, Wales, and Scotland has shaped my perspective on this topic. Despite the UK’s well-earned reputation for wet weather, we often lack large indoor attractions, particularly in areas known for outdoor tourism. This raises an important question: Can museums help bridge this gap? Welcome to Heritage Thinking Differently, where we explore how institutions can adapt to our unpredictable climate.

The Challenge of Wet Weather in Outdoor Tourist Regions

Living on the edge of the Peak District, I have long been intrigued by this issue. Like other National Parks, the Peak District attracts visitors primarily for its outdoor offerings. While we take pride in our open-air museums, historic sites, and sculpture parks, these attractions often leave visitors with limited options when the rain sets in.

Some historic houses offer refuge, but even they tend to have outdoor play areas for children—hardly ideal when everything is soaked. Museums can benefit from being wet-weather destinations, as evidenced by the popularity of places like the Derwent Pencil Museum in the Lake District. Yet, in many National Parks and coastal areas, indoor attractions remain scarce.

The Need for All-Weather Attractions

Tourist regions boast stunning landscapes but are frequently marketed with images of clear skies and sunshine. While there’s truth in the saying, there’s no such thing as bad weather, only inappropriate clothing, wet playgrounds and muddy trails aren’t always appealing, especially for families with young children.

This issue is particularly relevant in Derbyshire, where the closure of Buxton Museum due to dry rot has prompted Derbyshire County Council to consider a new museum. Given the area’s outdoor appeal, the council must decide whether to create a small museum primarily for local use or a larger institution designed to integrate with the broader tourist economy.

A well-planned, all-weather attraction could enhance regional tourism, drawing visitors year-round and providing economic benefits beyond the museum itself. However, a poorly executed project could become an expensive misstep. The question remains: Can a museum be financially viable while supporting the local economy?

Economic Considerations for Museums in Tourist Areas

Museums designed for local audiences differ vastly from those reliant on tourists. A strong commercial strategy can help a museum reduce operating costs by attracting a steady stream of visitors. Moreover, all-weather attractions provide stability for tourism-dependent businesses, extending the season and minimizing losses from weather-related cancellations. Personal experience has shown me that destinations like the Eden Project and the National Maritime Museum Cornwall can be lifesavers during rainy holidays.

National Maritime Museum, Falmouth, Cornwall

Yet, developing a financially sustainable museum isn’t easy. Running costs, revenue streams, and visitor capacity must be carefully considered. The site must be large enough to engage visitors for an entire day while remaining efficient and affordable to maintain. High start-up costs can deter investment, but the broader economic benefits—such as increased spending in local businesses—should be factored into decision-making.

The Case for Indoor Museums in Outdoor Destinations

Open-air museums have successfully blended indoor and outdoor elements, but they still experience attendance drops in bad weather. By contrast, major indoor museums—often located in cities—see a surge in visitors on rainy days. Many of these institutions, whether industrial museums or science centre’s, justify their size based on urban population density. However, places like the Lake District attract substantial numbers of tourists, the majority of whom are there for leisure and willing to pay for quality experiences.

Enginuity, Ironbridge, Shropshire

Investment in indoor attractions may face obstacles such as planning regulations or tax considerations, but if the goal is to support local businesses, a wet-weather option should be part of any strategic plan.

A More Strategic Approach to Tourism

Counties that attract tourists could benefit from a more consumer-focused, sustainable approach. Visitors need confidence that their plans won’t be ruined by rain. Businesses reliant on tourism—especially in National Parks—struggle during wet weather and winter months. A well-designed all-weather attraction could provide the stability they need, encouraging longer stays and boosting overall visitor spending.

Ultimately, it is up to local councils to take a proactive role in developing a balanced tourism offer. By investing in indoor attractions, they can enhance the resilience of their visitor economies, ensuring that wet weather doesn’t wash away opportunities for growth.

Paul Baker