Engage Visitors: Revitalise Dutch Zoos with Strategic Positioning

In the Dutch market, various zoos have been working on a new positioning in the last two years. Distinguishing positioning is necessary in the crowded zoo and attraction market in the Netherlands. Many zoos in the Netherlands had focused strategies, but current societal developments also force them to reconsider these. In addition to their recreational/leisure function, they also want to highlight their societal role. For some zoos, the emphasis is even more on purpose than on leisure, while others have a more commercial focus.

During the session, Goof Lukken (senior Lecturer) from Breda University, shares his insights and research on the strategic positioning of the Dutch zoos. In a second interactive part of this session he is joined by Carolien Ottjes, Chief Marketing Officer of Rotterdam Zoo/Diergaarde Blijdorp. She will share insights in the new strategy and positioning of the zoo in which they chose for a purpose driven strategy.

Their mission is: “From zoo to icon for nature restoration”.