National Marine Aquarium

What National Marine Aquarium does

The National Marine Aquarium is a UK-based visitor attraction and conservation charity operating from a single site in Plymouth, England's Ocean City. The organisation is legally constituted as the Ocean Conservation Trust Ltd (registered charity 1032491), which wholly owns three operating subsidiaries: National Aquarium Ltd, NMA Operations Ltd, and Scylla Reef Ltd. The facility houses over 5,000 marine animals across themed exhibits including the UK's deepest aquarium habitat (650,000-litre Atlantic Ocean Exhibit) and the UK's largest viewing window, alongside a Great Barrier Reef habitat, Plymouth Sound, Eddystone Reef and Ocean Drifters jellyfish display. The aquarium is supported by specialist animal husbandry teams running multi-species elasmobranch breeding programmes — including the only captive-bred sand tiger sharks in the northern hemisphere and the first UK-bred ocellated eagle rays.

The business generates income from five core streams: admission tickets (day tickets with 12-month free return), premium experiences (snorkelling, turtle feeding, sleepovers, behind-the-scenes tours, yoga, boat trips, rockpool safaris), corporate and private venue hire, on-site retail and the Waves Café, and donations. 100% of ticket proceeds are directed to the Ocean Conservation Trust's conservation work. The go-to-market is a hybrid direct-to-consumer model — predominantly online via the Digitickets platform — combined with a dedicated Functions/Events team for corporate and private bookings and a Schools and Learning department selling curriculum-linked programmes directly to educational institutions. Pricing is unit-based across all revenue streams with no subscription or enterprise contract structure.

Beyond the venue, the charity runs a multi-partner conservation portfolio: the Blue Meadows seagrass protection and restoration programme (10-year, 50-hectare commitment), the Plymouth Plan for Plastics (multi-stakeholder city initiative with Surfers Against Sewage and Plymouth City Council), and active research collaborations with the University of Plymouth and University of Exeter on mindfulness and wellbeing outcomes from aquarium exposure. International breeding partnerships span Burger Zoo, Oceanopolis, Nausicaá, Rotterdam Zoo, SeaLife London, and Ushaka Marine World. The organisation is governed by a Board of Trustees, with day-to-day operations led by a long-tenured Curator and an animal husbandry team supplemented by schools, engagement and discovery ranger functions.

Name

National Marine Aquarium

Legal name

Ocean Conservation Trust Ltd

Website

https://national-aquarium.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

The National Marine Aquarium is the UK's National Aquarium and a conservation charity in Plymouth, operating a single-site visitor attraction with over 5,000 marine animals, premium experiences, venue hire, and education programmes funded through ticket sales, events and donations.

Ownership category

akta.pro rank

Product category

Public Aquarium and Marine Conservation Visitor Attraction

NAICS

Zoos and Botanical Gardens (712130), Museums, Historical Sites, and Similar Institutions (7121)

akta.pro primary industry

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

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD), Guided Diving & Snorkeling Excursions (boat/shore trips) (THAAAIAB), Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

Keywords

• Public aquarium visits
• Marine conservation education
• Aquarium venue hire
• Ocean charity experiences
• Marine breeding programmes

Headquarters

HQ city

Plymouth

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Admission Tickets: Day ticket sales with complimentary 12-month return entry. Ticket categories include Adult (16-59), Child (3-15), Senior (60+), Students with valid ID, and free entry for under 3s and carers.
2. Experiences and Premium Activities: Paid experiences including Snorkel at the Aquarium, Feed the Turtle, Zebra Shark Experience, Sleeping with Sharks, Behind the Scenes Tours, and Yoga sessions.
3. Venue Hire and Private Events: Corporate events, private hire, Christmas parties, school proms, weddings, evening dinners, and corporate breakfasts hosted at the aquarium facilities.
4. Retail and Café: On-site Waves Café serving food and beverages, and retail shop selling ocean-themed gifts. The aquarium shop is also available online.
5. Ocean Conservation Trust Experiences: External experiences organized by parent charity including boat trips, snorkel safaris, rockpool safaris, and Ocean Squad activities.
6. Donations: 100% of ticket proceeds support vital conservation work by the Ocean Conservation Trust. Donations also accepted directly.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The National Marine Aquarium operates a public aquarium attraction in Plymouth housing over 5,000 marine animals across multiple themed habitats, including the UK's deepest aquarium exhibit and largest viewing window. It sells general admission tickets with a 12-month free return, premium paid experiences (snorkelling, animal feeding, sleepovers, yoga), educational learning sessions for schools, and corporate and private venue hire services. The aquarium is operated by the Ocean Conservation Trust, with 100% of ticket proceeds directed to marine conservation work.

Product overview

The National Marine Aquarium is a visitor attraction venue offering a unified experience combining marine life exhibits with conservation education and immersive experiences. The core offering is general admission to view over 5,000 marine animals across themed exhibits including the UK's Deepest Aquarium Habitat (Atlantic Ocean Exhibit) and Largest viewing window. Premium experiences include snorkelling, feeding sessions, and sleepovers. The venue also operates as a function space for corporate events, weddings, and private hire. Conservation activities encompass seagrass restoration, breeding programmes, and community engagement initiatives. Experiences are booked through the Digitickets platform, with marketing communications managed via Mailchimp and visitor feedback collected through SurveyMonkey.

Differentiator

Problem solved

Functional benefit

Products and services

• Aquarium Admission Tickets Day tickets to the National Marine Aquarium providing access to over 5,000 marine animals across multiple habitats including the UK's deepest aquarium habitat and largest viewing window. Categories include Adult (16-59), Child (3-15), Senior (60+), Students with valid ID, with free entry for under-3s and accompanying carers. Includes complimentary 12-month return entry with Gift Aid for UK taxpayers.
• Snorkel at the Aquarium Immersive experience allowing participants aged 10+ to snorkel inside a transparent snorkel-pen within the Atlantic Ocean Exhibit alongside stingrays, sharks, and Green Sea Turtle. Includes wetsuit, equipment, VIP access, and a year pass to the aquarium. Priced at £250 for up to two people.
• Feed the Turtle at the Aquarium Behind-the-scenes experience involving food preparation for the 5,000 animals, seagrass conservation education, and exclusive feeding of Friday the Green Sea Turtle at the top of the Atlantic Ocean Exhibit. Minimum age 8; at least one adult required for under 16s. Priced at £140 for 2 people (£70pp), £195 for 3 people (£65pp), £240 for 4 people (£60pp).
• Sleeping with Sharks at the Aquarium Overnight sleepover experience at the aquarium providing visitors with immersive accommodation among the exhibits. Over 200 sleepovers have been hosted for over 12,000 people since the venue opened.
• Quiet at the Aquarium After-hours sensory-friendly event (5:30pm-8pm) for families with autism, dementia, and other sensory needs. Features reduced lighting, no daily shows, and a quieter environment. Priced at £8 child, £10 adult, free for under-3s and carers. BIAZA Bronze accredited.
• Yoga at the Aquarium Ashtanga and Hatha yoga sessions held in front of the Eddystone Reef habitat, combining blue space wellness benefits with the aquarium atmosphere. Priced at £10 per session.
• Boat Trips with the Ocean Conservation Trust Marine biologist-led boat trips exploring Plymouth Sound (UK's first National Marine Park), including seagrass meadow encounters, plankton trawls, and sunset sails. Adult £18, Child £13, Under-3 and Carer free. Sunset sail adult £22. BIAZA Silver accredited.
• Rockpool Safaris Guided rockpooling sessions at Mount Batten Beach led by Ocean Discovery Rangers, exploring local rocky shore wildlife with science and storytelling. Priced at £5 per person; runs certain Sundays from April to early November.
• Snorkel Safari BSAC Snorkel Instructor-led ocean exploration at Mount Batten Beach, with beginner sessions in rockpools progressing to seagrass meadow and kelp forest exploration. Priced starting at £18; includes wetsuit and snorkel equipment.
• Private Venue Hire & Events Private hire of aquarium spaces for evening dinners, school proms, weddings, and corporate events with Eddystone Reef and Atlantic Ocean exhibits as unique backdrops. Handled by a dedicated Functions and Events team.
• Day Delegate & Corporate Events Conference and meeting venue hire with suites accommodating 10-70 people, including corporate breakfasts, speaker events, and corporate dinners with complimentary exhibit access.
• School Learning Programmes Curriculum-linked education sessions for schools including virtual tours, hands-on practical investigations in a dedicated learning centre, and the annual STEMFest event. Delivered both on-site and virtually. The aquarium has delivered over 40,000 curriculum-linked education sessions.
• Ocean Squad Teen Activity Club Teen activity club for ages 11-15 engaging teenagers in the Ocean environment through science experiments, sustainable seafood cooking, snorkelling safaris, and boat trips. Won the BIAZA Gold Education Award in 2019.
• Waves Café On-site catering facility open 10am-4pm with hot food served until 2pm, offering plant-based options. Participates in Langage Farm's food waste anaerobic digestion initiative, recycling food waste into energy.

Quantifiable outcome

• Connected over six million people with the Ocean
• +4 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Environment PlymouthcoreStrategic or Co-development PartnerPartnership in the Plymouth Plan for Plastics, a multi-organisational initiative to reduce single-use plastic consumption across the city of Plymouth.
• Plymouth Waterfront PartnershipcoreStrategic or Co-development PartnerPartnership in the Plymouth Plan for Plastics initiative to combat plastic pollution in Plymouth's waterfront areas.
• University of PlymouthcoreStrategic or Co-development PartnerPartner in Plymouth Plan for Plastics and collaborative research partner for mindfulness and wellbeing studies alongside University of Exeter.
• Plymouth City CouncilcoreStrategic or Co-development PartnerPartner in Plymouth Plan for Plastics and broader ocean conservation initiatives across the city.
• Burger Zoo (Netherlands)coreStrategic or Co-development PartnerCollaborated to establish Ocellated eagle ray breeding group. Partnered on species management programme for elasmobranchs.
• Oceanopolis (France)coreStrategic or Co-development PartnerPartner in breeding programmes for Ocellated eagle rays and cownose rays. Some offspring have been sent to Oceanopolis.
• Nausicaä (France)minorStrategic or Co-development PartnerRecipient of Ocellated eagle ray offspring from breeding programme.
• Rotterdam Zoo (Netherlands)coreStrategic or Co-development PartnerPartner in cownose ray breeding programme creating a group of predominantly captive bred cownose rays.
• SeaLife LondoncoreStrategic or Co-development PartnerPartner in cownose ray breeding programme and undulate skate breeding programme.
• Living CoastsminorStrategic or Co-development PartnerPartner in bluespot ribbontail ray breeding programme to ensure genetically diverse group.
• Ushaka Marine World (South Africa)coreStrategic or Co-development PartnerSource of only captive bred Sand Tiger sharks in the northern hemisphere.
• Blackpool SeaLifeminorStrategic or Co-development PartnerRecipient of zebra sharks from parthenogenetic breeding programme.
• Burj Al Arab Aquarium (Dubai)minorStrategic or Co-development PartnerPartner in zebra shark breeding programme with rare parthenogenetic females.
• University of ExetercoreStrategic or Co-development PartnerCollaborated on research published in Environment & Behaviour journal on health benefits of aquarium displays alongside Plymouth University.
• Heritage Lottery FundminorStrategic or Co-development PartnerFunder and supporter of aquarium conservation and education initiatives.
• Hall of Mirrors TVcoreGTM or Marketing PartnerWelsh production company that produced 6-part documentary 'Secrets of the Aquarium' for BBC 2 and iPlayer.
• Princess YachtsminorStrategic or Co-development PartnerLocal business partner with logo displayed on website.
• Plymouth CitybusminorStrategic or Co-development PartnerLocal transport partner with logo displayed on website.
• Langage FarmminorStrategic or Co-development PartnerPartner in food waste initiative where Langage Farm uses aquarium's food waste as feedstock for Anaerobic Digestion plant.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• SeaLife London: Part of the Merlin Entertainments SeaLife chain and the largest indoor aquarium in the UK, offering similar marine exhibits, premium experiences, and school programmes. SeaLife London is the closest direct competitor in scale and product mix to NMA, including ticketed wildlife experiences and educational programming.
• The Deep: Large UK aquarium in Hull operating as an educational charity with similar exhibits, conservation messaging, school programmes, and premium experiences (sleepovers, diving). Closely comparable as a regional UK aquarium with a dual education/conservation mission and similar visitor experience pricing.
• Blue Planet Aquarium: UK aquarium in Cheshire featuring a 4-million-litre display and Europe's largest collection of sharks, offering comparable exhibit-led experiences, school trips, and premium encounters. Comparable in scale of life-support systems and target audience of families and school groups.
• Oceanarium Bournemouth: UK coastal aquarium offering similar marine exhibits, daily talks, and educational experiences for families and school groups. Comparable as a UK regional aquarium competing for the same leisure and education visitor segments.
• National Sea Life Centre Birmingham: UK SeaLife centre offering marine exhibits, school programmes, and premium experiences in a major UK city. Direct competitor for UK school trips, family days out, and tourist visits, with Merlin's multi-site marketing reach behind it.

Broad incumbents

• Chester Zoo: One of the UK's largest and most-visited wildlife attractions, operating as a conservation charity with extensive education and conservation programmes. Comparable as a UK conservation-led visitor attraction competing for the same family, school, and tourist discretionary spend.
• ZSL London Zoo: Major UK zoological charity operating a flagship London visitor attraction with conservation, education, and species-breeding programmes. Comparable in conservation charity structure, scientific research focus, and educational programming, though broader than NMA's marine focus.
• Monterey Bay Aquarium: Internationally renowned US conservation aquarium and nonprofit with similar seagrass, sustainable seafood, and ocean literacy programmes. Highly comparable in conservation-led nonprofit model, premium experiences, and education leadership, though larger in scale and budget.
• Georgia Aquarium: One of the largest aquariums in the Western Hemisphere, operating large-scale marine exhibits, sleepovers, and animal encounter programmes. Comparable in exhibit scale, premium experience design, and event venue hire, though commercially operated rather than charity-led.

Regional players

• Macduff Marine Aquarium: Small publicly operated aquarium in northeast Scotland focused on local North Sea marine life and education. Comparable as a UK aquarium with educational programming and local conservation mission, though significantly smaller in scale and visitor volume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nmaplymouth
• YouTubeyoutube.com/NMAPlymouth
• Facebookfacebook.com/NationalMarineAquarium
• Instagraminstagram.com/nationalmarineaquarium/?hl=en-gb
• LinkedInlinkedin.com/company/national-marine-aquarium

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 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 National Marine Aquarium