Tourism stakeholders must adopt a clear and coherent communication strategy to reassure customers and attract visitors. Using fluctuating scientific data, they must attempt to provide the media with answers. Their understanding and interpretation of information supplied by forecasters determines what the general public actually understands, which has varying and sometimes counterproductive results. To improve the consistency and efficiency of the industry’s communication activities, mountain tourism stakeholders need researchers who can provide informed opinions on available climate information and help them adjust their positioning.