West Midland Safari Park

What West Midland Safari Park does

West Midland Safari Park Limited operates a privately held UK leisure attraction in Bewdley, Worcestershire, combining a 4-mile drive-through wildlife safari, a 21-ride Adventure Theme Park, and nine themed Safari Lodges for overnight stays. The business serves families, schools, corporate groups, and premium-experience seekers, and holds BIAZA, EAZA, IAAPA, and Balppa accreditations alongside TripAdvisor Certificate of Excellence and VisitBritain Quality Assured status.

Revenue is generated across multiple streams: tiered day tickets (from £17.40 online), a four-tier annual subscription pass (Silver, Gold, Ultimate, Platinum) priced from £79 to £249, VIP animal encounters, themed lodge accommodation, retail, food and beverage, and venue hire. Pricing is managed through the Convious dynamic-pricing and D2C booking platform, while annual passes are administered through the Tap App mobile wallet. Distribution is extended via the Midlands 3-Park Ticket, which bundles admission with Drayton Manor Resort and Waterworld Aqua Park, and through Tesco Clubcard affinity pricing.

Strategic positioning has shifted toward subscription-style recurring revenue, cross-park bundling, and yield-managed pricing on top of a fixed physical asset base. Conservation partnerships with five NGOs and a 2026 quadruple tourism award haul support brand and ESG positioning. There is no disclosed parent company, outside equity, M&A activity, or leadership change in the input data, and the company is privately held with 501-1,000 employees.

Name

West Midland Safari Park

Legal name

West Midland Safari Park Limited

Website

https://wmsp.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

West Midland Safari Park operates a UK leisure attraction in Bewdley combining a 4-mile drive-through safari, a 21-ride theme park, and nine themed lodges, serving families, schools, and corporate groups through tiered tickets, annual passes, and accommodation.

Ownership category

akta.pro rank

Product category

Wildlife Safari and Theme Park Attraction

NAICS

Zoos and Botanical Gardens (712130), Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD)

akta.pro secondary industries

Safari Lodges (Big Five/Game Reserves) (THAGAIAA), Safari & Wildlife Adventure Tour Operators (Land-Based) (THAAADAD), Safari & Wilderness Luxury Resorts (THAGACAD)

Keywords

• Wildlife safari park
• Theme park rides
• Annual pass memberships
• Safari lodge accommodation
• VIP animal experiences

Headquarters

HQ city

Bewdley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Day Ticket Sales: Admission tickets to the safari drive and theme park rides. Standard admission from £32 on the day, with online advance pricing from £17.40 with dynamic pricing based on demand.
2. Annual Pass Subscriptions: Recurring annual pass revenue with Silver (£79), Gold (£99), and Ultimate (£249) tiers. Monthly payment plans available spreading cost over 12 months. Includes auto-renewal.
3. VIP Experiences: Premium animal encounters and behind-the-scenes tours including Giraffe Feed, Lion Feed, Rhino Feed, Keeper Experiences, and Ultimate VIP Tours. Priced separately from admission.
4. Safari Lodges Accommodation: Overnight stays in themed lodges (Lion, Giraffe, Cheetah, Elephant, Hippo, Red Panda, Tiger, White Lion, Rhino) with panoramic animal views, breakfast and dinner included. Premium pricing for exclusive experiences.
5. Theme Park Rides: Ride wristbands for 21 rides and attractions in the Adventure Theme Park. £10 per person additional to admission.
6. Retail and Food & Beverage: On-site retail shops, food kiosks, and dining options. Annual pass holders receive 10-20% discounts.
7. Venue Hire and Events: Corporate meetings, weddings, and private events at Treetops Pavilion and other venues. Christmas party nights and evening events.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

West Midlands Safari Park operates a hybrid wildlife safari and theme park attraction in Bewdley, UK, where guests drive their own vehicles through a four-mile wildlife reserve viewing lions, elephants, rhinos, and giraffes, then walk through pedestrian habitats and access 21 theme park rides. The business sells day tickets, tiered annual passes, themed Safari Lodges for overnight stays with animal views, VIP animal encounters, guided tours, seasonal events, and venue hire for corporate events and weddings, supplemented by on-site food, beverage, and merchandise retail.

Product overview

West Midlands Safari Park operates as a combined wildlife park and theme park offering multiple integrated products. Core offerings include the Safari Drive (self-guided four-mile wildlife drive-through), Safari Walk (pedestrian animal viewing areas), and Adventure Theme Park (21 rides and attractions). The park sells Day Tickets (from £17.40) and tiered Annual Passes (Silver, Gold, Ultimate, Platinum ranging £79-£249). Premium Safari Lodges provide overnight stays with animal views (Lion, Giraffe, Cheetah, Elephant, Hippo, Red Panda, Tiger, White Lion, Rhino). VIP Experiences and Safari Tours offer enhanced animal encounters. The park also operates an Online Shop, sells E-Gift Vouchers, and offers bundled tickets like the Midlands 3-Park Ticket with partner attractions. The portfolio is bookable through the Convious ticketing platform with dynamic pricing based on demand.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Tickets (Admission) Standard admission tickets providing access to Safari Drive, Safari Walk, and animal viewing areas, priced from £17.40 online with dynamic pricing based on demand and £32 on the day. Includes optional add-on Ride Wristband for £10 per person. Targets families and individual day visitors.
• Annual Passes (Silver, Gold, Ultimate) Tiered annual membership programmes offering unlimited visits and benefits. Silver at £79/year (£5/month) provides 20% off wristbands and 10% off food and retail. Gold at £99/year (£7/month) adds free ride wristbands and 20% off VIP experiences. Ultimate at £249/year (£19.50/month) includes entry to WMSP, Drayton Manor Resort, and Waterworld. Targets repeat visitors and families.
• Safari Drive Self-guided four-mile wildlife drive-through experience where visitors view animals including lions, elephants, rhinos, and giraffes from their own vehicles. Takes 90-120 minutes typically, up to 2+ hours on peak dates. Included with admission.
• Safari Walk Pedestrian walkway area featuring various animal habitats including Twilight Cave, Land of the Living Dinosaurs, Ice Age, African Village, Tiger Tropics, and Discovery Trail. Included with admission.
• Adventure Theme Park Theme park area with 21 rides and attractions for all ages, from gentle family rides to thrill-seeking experiences. Requires separate Ride Wristband (£10 per person add-on) on top of admission.
• Safari Lodges Overnight themed accommodation offering panoramic views of animals across nine lodge types (Lion, Giraffe, Cheetah, Elephant, Hippo, Red Panda, Tiger, White Lion, Rhino). Includes breakfast and dinner. Approximately £200-£500+ per night depending on lodge and season. Targets premium leisure visitors.
• VIP Experiences Premium animal encounters including Giraffe Feed, Lion Feed, Indian Rhino Feed, Lemur & Meerkat Feed, Sea Lion Show, Family Creature Feature, Ultimate VIP Tour, and various Keeper Experiences. Priced separately from admission. Targets premium leisure and experience-seeking visitors.
• Safari Tours Guided tour experiences on the Safari Drive, led by park staff. Must be pre-booked and require a separate admission ticket. Targets visitors seeking expert-led wildlife interpretation.
• Special Events Themed seasonal events including K-Pop Summer, Santa Safari (November-December), Spooky Spectacular (October-November), Christmas Street Food Party, Christmas Party Night, and Treetops Christmas Party Nights. Drives off-peak and event-led ticket demand.
• Midlands 3-Park Ticket Combined ticket offering admission to West Midlands Safari Park, Drayton Manor Resort, and Waterworld Aqua Park for £49.50 per person, valid for one day at each attraction. Targets cross-attraction family visitors in the Midlands region.
• Online Shop E-commerce platform at shop.wmsp.co.uk selling merchandise including plush animals, apparel, and souvenirs. Targets park visitors and remote gift purchasers.
• E-Gift Vouchers Digital gift vouchers available for purchase online, redeemable for park admission and experiences. Targets gift purchasers seeking flexible presents for friends and family.
• Animal Care Courses Professional development courses for individuals interested in wildlife careers and animal care. Includes Wildlife Careers Taster Programme. Targets aspiring animal-care professionals and students.
• Venue Hire (Corporate and Weddings) Venue hire for corporate meetings, conferences, Christmas party nights, weddings, and private events at Treetops Pavilion and Safari Venues. Targets businesses seeking differentiated event venues and couples planning weddings.

Quantifiable outcome

• Save over 45% on tickets when booking online in advance
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Nimbus DisabilitycoreStrategic or Co-development PartnerAccessibility partner providing disability access services. Guests requiring additional support apply online through Nimbus at least 7 working days in advance. Free essential companion tickets for approved guests with +1 designation. Access Card upgrade option available for £15.
• Drayton Manor ResortcoreChannel Partner/ Reseller/ DistributorMulti-park ticket partnership offering combined admission to WMSP, Drayton Manor Resort, and Waterworld. Midlands 3-Park Ticket at £49.50 per person. Platinum and Ultimate Annual Pass holders receive entry to Drayton Manor with discounts on food, retail, and hotel.
• Waterworld Aqua ParkcoreChannel Partner/ Reseller/ DistributorMulti-park ticket partnership for combined water park and safari experience. Splash 'n' Safari Ticket includes admission to both parks plus free return to WMSP. Ultimate Annual Pass holders receive entry to Waterworld with discounts.
• Conservation NGO PartnerscoreStrategic or Co-development PartnerFive conservation NGO partnerships linked to iconic animals. Quarterly donations support on-the-ground conservation activities in areas where wild relatives of park animals live. Conservation focus is central to park mission.
• BIAZAcoreOthersBritish and Irish Association of Zoos and Aquariums membership. Industry association for zoo and aquarium best practices and standards.
• EAZAcoreOthersEuropean Association of Zoos and Aquariums membership. European industry body for zoo and aquarium standards.
• IAAPAminorOthersInternational Association of Amusement Parks and Attractions membership. Global industry association for theme parks and attractions.
• BalppaminorOthersBritish Association of Leisure Parks, Piers and Attractions membership. UK trade association for leisure attractions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Port Lympne Reserve: Kent safari and wildlife reserve offering a similar combination of drive-through safari experiences, animal accommodation, and premium lodge stays with animal views.
• Flamingo Land Resort: Yorkshire theme park and zoo combination with on-site holiday village. Closely comparable hybrid theme park + zoo + accommodation model to WMSP.
• Knowsley Safari: Merseyside-based safari park with drive-through and on-foot animal experiences, plus events. Closely comparable safari park operator serving UK family and school markets.
• Woburn Safari Park: Drive-through safari park in Bedfordshire offering similar animal viewing, walking areas, and family leisure activities. Direct UK safari park peer with overlapping customer base.
• Longleat Safari & Adventure Park: The UK's flagship safari park, combining a drive-through wildlife experience with attractions and historic house tourism. It is the closest direct competitor to WMSP's hybrid safari + leisure park model.
• Drayton Manor Resort: UK theme park and zoo in Staffordshire, and WMSP's Midlands 3-Park Ticket and Ultimate Pass partner. Comparable regional theme park and family attraction peer.

Broad incumbents

• Chester Zoo: One of the UK's largest zoos with extensive visitor attractions. Comparable as a major UK wildlife attraction, but without the drive-through safari and theme park components.
• Warwick Castle: Major UK heritage visitor attraction operated by Merlin, with events and overnight stays. Competes with WMSP for UK day-trip and short-break family visitation.
• Alton Towers Resort: The UK's largest theme park operator (Merlin Entertainments), with on-site accommodation. Competes with WMSP for UK family discretionary spend and annual pass wallets.
• Thorpe Park Resort: Major UK theme park in the Merlin Entertainments portfolio, competing for the same family and group leisure market as WMSP's theme park offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/WestMidSafari
• Facebookfacebook.com/WestMidSafari
• Instagraminstagram.com/WestMidSafari
• TikToktiktok.com/@westmidsafari
• LinkedInlinkedin.com/company/west-midland-safari-and-leisure-park

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about West Midland Safari Park