The Official Magazine of IAAPA
In a twist Charles Darwin might appreciate, zoos and wildlife attractions are themselves evolving. Around the world, they are shifting from exhibits to experiences and bringing their missions center stage. Their conservation messages matter more than ever, as rising global temperatures—spurred by climate change—have increasingly profound effects on nature, people, and the planet.
Audiences continue to change as well. Gen Z and Gen Alpha gravitate toward causes that embody activism, authenticity, and a connection to nature. Visitors now expect ethical, transparent, and sustainable operations. For zoos and wildlife attractions, success depends not only on visitor numbers, but on measurable conservation impact, strong welfare standards, meaningful community engagement, and a reduced carbon footprint. Also, as costs rise, many institutions are adapting their business models and diversifying their revenue streams.
More Than a Day Out
West Midlands Safari Park in England is expanding its offerings, by encouraging visitors to stay longer. “West Midlands Safari Park has transitioned from being primarily a day-visit attraction into a short-break destination,” managing director Joanne Hammick explains. “Introducing our on-site luxury accommodation, Safari Lodges, has been a game-changer, broadening our appeal to new audiences, driving people from outside our catchment area, and extending dwell time. Alongside this, we’ve invested heavily in upgrading our animal facilities, our ‘on-foot’ day events and VIP experiences, plus our food and beverage outlets, ensuring the park offers not just animal encounters but a complete leisure experience.”
The Safari Lodges cater to the growing interest in premium leisure experiences and short breaks. “Our accommodation has consistently sold out, underlining the appetite for unique, wildlife-inspired stays,” Hammick says. In 2026, the park begins the next phase of its short-break expansion.
“Accommodation must be an extension of the visitor experience, not just a bolt-on,” Hammick says. “Our lodges immerse guests in the safari environment, with sightlines, storytelling, and service levels all reinforcing the uniqueness of the stay. Operationally, it’s vital to align teams early, from animal care to housekeeping, to ensure smooth delivery. And strong demand means pricing should reflect the premium nature of the offer.”
To increase its audience and drive repeat visits, the safari park is developing its seasonal events program, exclusive behind-the-scenes experiences, and corporate business.
“Digital innovation has been central to our growth,” Hammick adds. “We’ve rolled out a new booking platform and website, which has delivered higher spend per visitor and improved conversion rates. We’re also looking into an on-site app that will allow us to personalize offers and communications to enhance the guest experience.”
Playful Learning
New visitor experiences strengthen the bond between people and animals. Ahead of its 200th birthday in 2026, London Zoo has unveiled ZooTown—a role-play attraction for children ages three to eight and designed to inspire future conservationists. The facility meets the rising need for family-friendly, indoor, all-weather spaces.
“It’s a playful, immersive space where our youngest visitors can step into some of the different jobs essential to running a modern zoo. It’s designed to inspire curiosity and creativity through imaginative play, while gently weaving in themes of conservation and animal care,” says Emma Edwards, head of the London Zoo design team behind ZooTown.
Children played an integral roll in the design process. “They told us they loved hands-on, imaginative play combined with tasks like scanning animals,” Edwards says. “They also gave us more direct demands, like ‘more plasters in the vets’ or that the zebra crossing should be authentically zebra-print. We were delighted to accommodate these.”
London Zoo uses digital tools thoughtfully to enhance, not replace, real-world connections with animals. “We’ve introduced a VR experience at our sister zoo recently and plan to bring that to London Zoo this summer,” Edwards says. “We’ve been improving ticketing journeys and also building richer digital content that extends the impact of a zoo visit well beyond the day itself.”
Habitats Up Close
La Aurora Zoo in Guatemala completed two major projects in 2025—the African Savannah renovation and a new mixed aviary—each advancing the zoo’s push toward more participatory, experience-driven spaces. Both “allow visitors to discover biodiversity from a closer, more engaging, and memorable perspective,” says director Claudia Salazar.
La Aurora Zoo’s African Savannah is one of many projects globally creating more naturalistic animal habitats. In December, the Congo Falls gorilla habitat was set to debut at San Antonio Zoo in Texas, United States. This world-class, two-acre habitat sets a new standard for wildlife conservation, education, and animal care. The gorillas can explore lush landscapes, experience water features, and climb the 70-foot-tall Mays Family Silverback Peak tower for panoramic views. Guests can watch the gorillas from numerous vantage points.
Salazar says La Aurora Zoo’s team understands that “learning is strengthened when it is lived, which is why we continue to create spaces that inspire curiosity and a commitment to wildlife care.”
She points to a surging interest in outdoor educational activities that combine excitement and learning. Last year, La Aurora Zoo’s first Night Camp, which invited families to explore the zoo after dark, was “a great success.” The attraction has also expanded its hands-on encounters, such as giraffe and camel feeding.
Investments in technology and digital communications have improved visit planning, reduced waiting times, and increased public interaction, Salazar adds. La Aurora Zoo is building a digital community that shares its passion for wildlife through active social media. The facility is modernizing exhibits and adding new interactive experiences for visitors. “We have ambitious plans for the future,” Salazar says.
Remaining Relevant
The nearly century-old Chester Zoo in Cheshire, England, has seen a remarkable transformation. Recent developments include the Heart of Africa project, the zoo’s newest and most immersive experience, where African landscapes, species, and culture come to life across a 22-acre habitat.
Chester Zoo fueled excitement for the launch with regular updates, keeping the public and its 187,000 members in the loop throughout. It’s all part of a broader message, says Gemma Wright, head of guest experience. “There’s always something new at Chester Zoo.”
Besides new habitats, the zoo hosts an exciting calendar of activities, from the Afterglow summer event to the Lanterns and Light festive light experience in winter. In addition, the zoo opened The Square, a lavish wedding and events venue in the historic stable block.
Chester Zoo has also invested in The Reserve, where guests can wake up in one of 51 luxury lodges and watch giraffes and other animals roaming the savannah-inspired landscape. The development includes the Amboseli Restaurant and Tsavo Lounge. This overnight experience has diversified the zoo’s audiences, expanded its income, and enhanced guests’ connection with the wildlife.
Chester Zoo has learned a key lesson—that mission and commercial success are not in conflict. “They need each other,” says chief operating officer Dominic Strange. “Guests reward authenticity, transparency, and impact. When people see their visit directly supports conservation, education, and species recovery, they engage more deeply and return more often. Also, we’ve learned the importance of never standing still. Our sector thrives when we continue to create new ways to connect guests with wildlife, nature, and conservation. Expectations evolve quickly, and if we don’t keep refreshing and reimagining what we offer, we risk losing relevance.”
