‘Hottest ever’ summer could hit trade

Holiday sales could be hit by predictions that the UK is to bask in the hottest summer since 1976.

Positive Weather Solutions (PWS) has predicted summer 2010 will be a record-breaker, as the warm currents in the Pacific Ocean combine with the effects of the Atlantic’s jet stream weather pattern and the Azores high pressure region.

The hottest day is set to come during a two-week heatwave at the beginning of August.

PWS senior forecaster Jonathan Powell said: “There will be stifling temperatures this summer, making it possibly the warmest UK summer on record and placing it at least in the top three warmest summers recorded.”

The South Wales-based forecasters correctly predicted that last year’s summer would be a wash-out, while the Met Office was blasted for its predictions of a “barbecue summer”. PWS also forecast the harsh winter just gone, with a “long freeze” lasting until March.

An Abta spokeswoman said the forecast was “still prone to error”. She said: “Agents understand the UK can be an additional holiday destination and not replace the main overseas holiday and it is commissionable.

“I don’t think the forecast will have too great an impact on sales as an overseas holiday gives the consumer the opportunity to go away and have a completely different experience. Sometimes you need to go away to get perspective on your life.”

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