What Zoos Victoria does

Zoos Victoria is a not-for-profit conservation organization and statutory authority established under the Zoological Parks and Gardens Act 1995 (Vic), operating four wholly owned wildlife parks across the state of Victoria, Australia: Melbourne Zoo, Healesville Sanctuary, Werribee Open Range Zoo, and Kyabram Fauna Park (the last integrated into the membership system in October 2022). The organization runs more captive breeding and recovery programs than any other Australian institution and coordinates a Fighting Extinction program covering 27 local threatened species, complemented by specialized veterinary facilities including the Australian Wildlife Health Centre at Healesville, the RSPCA Koala Ward at Werribee, and Victoria's first dedicated Marine Response Unit at Melbourne Zoo.

The business model is a hybrid consumer-and-donor revenue structure. Consumer-facing revenue is generated through single-entry tickets at each property, an annual and monthly membership program with multiple tiers (Adult $149/year, Child free under 16, Zoo Crew $66, Concession $112, Senior $134, Teacher $120, Supporter $63, Dragon Guardians $88), a three-year gift membership product, paid wildlife experiences, on-site and online retail, and gift cards valid across admissions, memberships, and retail. Reciprocal membership agreements with Taronga, Western Plains, Adelaide, Monarto Safari Park, and Perth Zoos extend the membership value proposition nationally. A parallel donation stream includes animal adoption, bequests, an endowment fund, and emergency wildlife appeals. Education revenue is generated through school excursions, the Fighting Extinction Schools curriculum program, Teacher Mentoring, and digital programs. Distribution is direct-to-consumer across online booking, phone sales (1300 966 784), and on-site points of sale, with member-rewards partnerships (Village Cinemas, Europcar, Oaks/Avani) extending acquisition channels.

The organization's go-to-market is multi-channel: website and email (Zoo News), organic social (Facebook, Instagram, X, YouTube), paid Google search and remarketing, conservation community campaigns (When Balloons Fly with 230,000+ supporters, Safe Cat Safe Wildlife, Moth Tracker), events (Dinos at the Zoo, Wine & Wildlife), and earned media through university and conservation partnerships. Technology deployment is light: the proprietary capability is interactive digital mapping with multilingual translation (English, Arabic, Cantonese, Mandarin, Hindi, French, Italian, Korean, Spanish, Portuguese, German, Punjabi, Vietnamese) and sensory overlays across all four properties; AI/ML is not an in-house capability, with the single AI deployment being third-party AddaxAI camera-trap recognition via Parks Victoria.

Name

Zoos Victoria

Legal name

Zoological Parks and Gardens Board of Victoria

Website

https://zoo.org.au

Company type

Private

Founded year

1862

Operating status

Operating

Headcount range

251–500 employees

Short description

Zoos Victoria is a Victorian statutory authority operating four wildlife parks (Melbourne Zoo, Healesville Sanctuary, Werribee Open Range Zoo, Kyabram Fauna Park), running Australia's largest portfolio of captive breeding programs and serving families, educators, conservation supporters, and corporate event bookers through memberships, tickets, education programs, and donations.

Ownership category

akta.pro rank

Product category

Wildlife Conservation and Zoo Services

NAICS

Zoos and Botanical Gardens (71213), Zoos and Botanical Gardens (712130), Nature Parks and Other Similar Institutions (712190), Veterinary Services (54194)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Safari Parks & Drive-Through Wildlife Parks (THAAAFAD), Wildlife Rescue, Rehabilitation & Release (BPAGAIAC), Rescue, Transport & Emergency Animal Response (BPAGAIAB)

Keywords

• Wildlife conservation
• Zoo operations
• Captive breeding programs
• Wildlife education
• Wildlife rescue services

Headquarters

HQ city

Parkville

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Zoo Entry Tickets: Single-entry tickets valid at specified properties, with non-refundable terms
2. Membership Subscriptions: Annual and monthly membership programs offering unlimited entry to all four zoos with various tiers (Adult, Concession, Senior, Teacher, Supporter, Zoo Crew, Dragon Guardians)
3. Retail Sales: Online and on-site retail shops selling merchandise, gift items, and branded products
4. Animal Experiences: Paid wildlife encounters, overnight camps (Roar 'n' Snore, Slumber Safari), and special animal experiences
5. Donations and Fundraising: Donations, animal adoption programs, bequests, endowment funds, and emergency wildlife donations
6. Education Programs: School excursion programs, teacher professional development, digital programs, and the Fighting Extinction Schools program
7. Food and Beverage: Catering outlets and food services at zoo properties (operated by third-party vendors)
8. Gift Cards: Stored value gift cards valid for three years, redeemable for zoo activities, memberships, and retail

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Zoos Victoria operates four wildlife parks across Victoria (Melbourne Zoo, Werribee Open Range Zoo, Healesville Sanctuary and Kyabram Fauna Park), selling admission tickets, annual/monthly memberships, on-site retail merchandise and paid animal experiences. It also delivers structured education programs for schools and teachers, runs captive breeding and species recovery programs, and operates dedicated wildlife veterinary and emergency response services including the Australian Wildlife Health Centre, RSPCA Koala Ward and a Marine Response Unit. The organisation is established as a not-for-profit statutory authority funded through tickets, memberships, donations and government support.

Product overview

Zoos Victoria operates as a not-for-profit conservation organization managing four distinct zoo and wildlife park properties: Melbourne Zoo, Werribee Open Range Zoo, Healesville Sanctuary, and Kyabram Fauna Park. The organization offers a multi-tiered membership program with various subscription levels (Adult, Child, Zoo Crew, Dragon Guardians, Teacher, Supporter) providing unlimited zoo entry and exclusive benefits. Beyond traditional zoo operations, Zoos Victoria provides specialized wildlife emergency response services including the Australian Wildlife Health Centre at Healesville, RSPCA Koala Ward at Werribee, and a Marine Response Unit. The organization's educational offerings include the Fighting Extinction Schools program, Teacher Mentoring program, and youth memberships (Zoo Crew, Dragon Guardians). Zoos Victoria also operates conservation campaigns such as Moth Tracker, When Balloons Fly, and Safe Cat Safe Wildlife, along with an online retail shop and seasonal special events like Dinos at the Zoo.

Differentiator

Problem solved

Functional benefit

Products and services

• Melbourne Zoo Melbourne Zoo is the flagship urban zoological park featuring diverse animal exhibits including lions, elephants and primates, with interactive experiences and educational programs. Open to families, school groups and tourists.
• Werribee Open Range Zoo Werribee Open Range Zoo is an open-range safari-style zoo focusing on African savanna animals, offering visitors naturalistic habitat views and housing the RSPCA Koala Ward veterinary clinic.
• Healesville Sanctuary Healesville Sanctuary is an Australian bushland wildlife park focusing on native animal conservation, with conservation breeding programs for threatened species and housing the Australian Wildlife Health Centre veterinary clinic. Open 9am-5pm, 365 days a year.
• Kyabram Fauna Park Kyabram Fauna Park is a regional fauna park in northern Victoria showcasing Australian fauna in a relaxed bushland setting, with emphasis on regional conservation. Open 10am-5pm, 364 days a year.
• Zoo Membership Program Annual membership program offering unlimited entry to all four zoos with multiple tiers (Adult $149, Concession $112, Senior/We Care $134, Teacher $120, Supporter $63, plus free child under 16). Includes reciprocal entry to Taronga, Western Plains, Adelaide, Monarto Safari Park and Perth Zoo, retail and experience discounts, and monthly instalment options from $12.42/month.
• Zoo Crew Membership Enhanced child membership ($66/year) for ages 0–15 featuring a welcome pack valued at $80 (plush toy, books, activity items, birthday cards), with two tiers: Little Paws (ages 2–7) and Big Roars (ages 8–12).
• Dragon Guardians Membership Specialised child membership ($88/year) supporting the Victorian Grassland Earless Dragon conservation breeding program at Melbourne Zoo, with merchandise pack including dragon plush, hat, lanyard and book.
• Teacher Membership Professional membership for educators ($120/year) providing free professional development events, access to teacher mentoring programs and curriculum-linked teaching resources for wildlife conservation education.
• Fighting Extinction Schools Program Comprehensive K-12 curriculum-aligned program connecting classroom learning with real-world conservation projects including threatened species habitat restoration and citizen science initiatives. Designed for Victorian schools.
• Teacher Mentoring Program Expert mentorship program providing up to 20 hours of support from qualified Zoo Teachers to help educators develop wildlife conservation projects aligned with curriculum requirements.
• Animal Experiences Interactive paid wildlife encounter programs including Wild Encounters, behind-the-scenes tours, Roar 'n' Snore and Slumber Safari overnight camps, and special animal interaction experiences available at all four zoo locations.
• Australian Wildlife Health Centre On-site veterinary clinic at Healesville Sanctuary providing emergency care, treatment and rehabilitation services for injured, sick and orphaned native wildlife.
• RSPCA Koala Ward Dedicated koala veterinary facility at Werribee Open Range Zoo providing specialised care for injured, sick and orphaned koalas from western Victoria, operated in partnership with RSPCA Victoria.
• Marine Response Unit Victoria's first dedicated marine wildlife response unit responding to incidents involving seals, turtles and marine birds in Victorian waters, available via emergency hotline (1300 245 678) at Melbourne Zoo.
• Online Shop Digital retail platform offering zoo merchandise, gift memberships and conservation-themed products including coffee, clothing and educational items.
• Dinos at the Zoo Seasonal animatronic dinosaur exhibition featuring educational activities and prehistoric creature displays at Melbourne Zoo, Werribee Open Range Zoo and Healesville Sanctuary.
• Wine & Wildlife Event Yarra Valley wine tasting event at Healesville Sanctuary featuring local producers, food vendors and wildlife experiences in a unique conservation setting.
• Moth Tracker Campaign Citizen science initiative inviting the public to report Bogong Moth sightings to support conservation of the critically endangered Mountain Pygmy-Possum.
• When Balloons Fly Campaign Public awareness campaign reducing balloon-related seabird deaths through education and promoting balloon-free alternatives at outdoor events, with over 230,000 pledged supporters and a measured 57% reduction in balloon debris on Phillip Island beaches.
• Safe Cat Safe Wildlife Campaign Community program promoting responsible cat ownership to protect native wildlife through education on keeping pet cats safe indoors and reducing wildlife predation.

Quantifiable outcome

• 230,000+ people pledged to balloon-free outdoor events
• +3 more outcomes

Named customers3 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

Feature2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Wild ResearchcoreStrategic or Co-development Partner · 1 November 2025Collaborative partnership for Watson's tree frog recovery program. Scientists from both organizations released 200 froglets and 1,200 tadpoles into the wild, marking a potential turning point for the species feared extinct after 19 years.
• La Trobe UniversitycoreStrategic or Co-development PartnerIndustry collaboration for wildlife conservation research, featured at La Trobe's Partner Showcase 2025 with 230+ attendees. Partnership involves conservation research programs connecting university expertise with zoo-based conservation needs.
• Wine AustraliaminorStrategic or Co-development PartnerPartnership for smoke taint detection tool (WISD) that has helped recover millions of dollars for Australian wine producers
• Safer Care VictoriaminorStrategic or Co-development PartnerRural community paramedicine programs collaboration
• Carlton Football ClubminorGTM or Marketing Partner12-year sport-education partnership showcased at La Trobe University Partner Showcase
• Dolphin Research InstituteminorStrategic or Co-development PartnerMarine conservation collaboration following seal incidents; experts calling for greater public education on seal safety
• Deakin UniversityminorStrategic or Co-development PartnerAcademic partnership for marine expertise and seal safety research following Sammy's death
• Phillip Island Nature ParksminorStrategic or Co-development PartnerCampaign collaborator for 'When Balloons Fly, Seabirds Die'. Partner measured 57% reduction in balloon debris on Phillip Island beaches compared to 2017/2018.
• RSPCA VictoriacoreStrategic or Co-development PartnerRSPCA Koala Ward located at Werribee Open Range Zoo for injured wildlife rehabilitation
• Taronga Conservation SocietyminorChannel Partner/ Reseller/ DistributorReciprocal membership benefits - Taronga Zoo, Western Plains Zoo, Adelaide Zoo, Monarto Safari Park, Perth Zoo
• Village CinemasminorGTM or Marketing PartnerMember rewards partner offering discounted movie tickets to Zoos Victoria members
• EuropcarminorGTM or Marketing PartnerMember rewards partner offering 20% off electric, hybrid, and plug-in vehicle rentals in Australia and New Zealand
• Oaks Hotels, Resorts & Suites and Avani Hotels & ResortsminorGTM or Marketing PartnerMember rewards partner offering accommodation discounts at properties across Australia and New Zealand
• Department of Energy, Environment and Climate Action (DEECA)minorStrategic or Co-development PartnerGovernment partnership for wildlife rescue and snake handling assistance
• Wildlife VictoriaminorStrategic or Co-development Partner24-hour state-wide emergency service for injured wildlife referral
• Help for WildlifeminorStrategic or Co-development Partner24-hour emergency wildlife assistance referral service
• Odonata FoundationminorStrategic or Co-development PartnerVictoria's largest predator-free sanctuary operator - 1,000-hectare Tiverton farm at Dundonell protecting eastern barred bandicoots and eastern quolls
• Victorian Container Deposit SchememinorStrategic or Co-development PartnerPartnership to help fight frog extinction - schools collect drink containers to fund critical frog conservation work

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Auckland Zoo: New Zealand's largest zoological park operated by Auckland Council. Comparable in statutory authority status, conservation mission, and multi-species exhibit strategy, though serving a different national market.

Direct peers

• Taronga Conservation Society Australia: Operates Taronga Zoo and Western Plains Zoo in NSW; statutory authority and direct conservation peer with reciprocal membership arrangements. Highly comparable in scale, mission, and operating model.
• Australia Zoo: Privately operated large-scale wildlife park in Queensland with strong conservation branding, multiple membership tiers, and signature animal experiences. Comparable on visitor experience and conservation positioning, though private rather than statutory.
• Adelaide Zoo: South Australian zoological park with reciprocal membership to Zoos Victoria. Operates similar conservation breeding, education, and visitor-experience programs at smaller single-site scale.
• Perth Zoo: Western Australian zoological park with reciprocal membership to Zoos Victoria. Comparable in species conservation programs, education outreach, and government-affiliated operating model.
• Monarto Safari Park: South Australian open-range safari park with reciprocal membership to Zoos Victoria. Closely comparable to Werribee Open Range Zoo in format and large-animal conservation focus.

Broad incumbents

• Singapore Zoo / Mandai Wildlife Group: Operates multiple wildlife parks (Singapore Zoo, Night Safari, River Wonders) with integrated conservation, education, and visitor-experience business. Comparable multi-property portfolio model at much larger international scale.
• San Diego Zoo Wildlife Alliance: Large US-based zoological organisation operating San Diego Zoo and Safari Park with deep conservation breeding and research programs. Comparable species-recovery and conservation-leadership positioning at substantially larger scale.

Others

• Wildlife Conservation Society: Global conservation NGO operating Bronx Zoo and field conservation programs worldwide. Comparable conservation mission and species-recovery work, but operates as a multi-national NGO rather than a state zoological authority.
• Phillip Island Nature Parks: Victorian conservation land manager and ecotourism operator; campaign partner on 'When Balloons Fly'. Comparable on conservation-tourism model within the same Victorian geography but focused on penguin/nature reserves rather than zoos.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ZoosVictoria
• YouTubeyoutube.com/ZoosVictoria
• Facebookfacebook.com/zoosvictoria
• LinkedInlinkedin.com/company/304051
• Instagraminstagram.com/zoosvictoria

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 records

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 Zoos Victoria