So we must configure more of our destinations and attractions around ‘all-weather’ products wherever possible and practical, and mandate the new industry-led VisitEngland to help and advise firms and destination managers in the sector on how to achieve the transition successfully. To be fair, many parts of the industry have made significant strides in this direction over the last 15 years. Most destinations now have a few all-weather attractions, and many DMOs have information telling visitors what to do when it rains. There are plenty of examples of activity holidays which deliberately take place when the weather is most challenging – the Ten Tors challenge for schools takes place on Dartmoor in the winter, for example, and is hugely popular. And many traditional summer attractions have broadened their offer to extend their season, such as Weston-super-Mare’s new pier which now offers conference facilities, weddings and indoor theme park rides as well as slot machines and candyfloss. But too many attractions and destinations still view themselves as summer season businesses which make a little extra money if the weather’s good in May or October, rather than investing in whatever will help them make reliable returns every year in January and February instead. Rural areas in particular have the most to gain from encouraging visitors during the “off” season as their attractions are typically the least likely to be resilient to the weather. We still though have a long way to go before the industry as a whole will have made the adjustments we need.