Schönbrunner Tiergarten

What Schönbrunner Tiergarten does

Tiergarten Schönbrunn (Schönbrunner Tiergarten-Gesellschaft m.b.H.) is the world's oldest zoo, founded in 1752 by Emperor Franz I as an imperial menagerie within the Schönbrunn Palace complex in Vienna, Austria. Operating as a private limited company under Zoo Director Stephan Hering-Hagenbeck with 51–100 employees, the institution serves approximately 2 million visitors annually and houses roughly 500 to 650 animal species across specialized enclosures including the Elefantenpark, Eisbärenwelt, Regenwaldhaus, ORANG.erie, Tirolerhof, and Aquarien- und Terrarienhaus. The zoo participates in European Endangered Species Programmes (EEP) and European Studbooks (ESB), and is externally audited across 40 scientific management criteria by expert Anthony Sheridan.

The business model is a diversified visitor attraction revenue stack. Core admission is sold through on-site box office, the Imperial Tickets online platform, and combination tickets; pricing varies across child, adult, and family tiers with senior, student, and group categories. Recurring revenue is generated through ZOOCard annual memberships, individual animal sponsorships (from €5/month), corporate animal sponsorships (€2,500–€10,000/year by animal category, plus 20% VAT), and donations processed via Fundraisingbox and Stripe. On-site revenue is augmented by an externally operated food and beverage concession (zoovienna-gastro.at), the Wild Republic gift shop and online shop, and the Panoramabahn scenic train. Premium experiential products include themed, evening, night, and backstage guided tours, the PANDAstisches Erlebnis, Giraffen-VerFührung, Aqua-Forschungsstation, Birding im Zoo, Safari Dinner, and the Rattenhaus Erlebnis (€260 for two persons).

Customer segments span international tourists visiting Vienna, local Austrian families, schools and kindergartens, and corporate partners. Distribution is direct-to-consumer through the zoo's website, social channels (Instagram, Facebook, YouTube, TikTok), email newsletter, the Austrian Leading Sights and Imperial Austria tourism partnerships, and TripAdvisor. The zoo is supported by major sponsor Österreichische Lotterien, a network of corporate sponsors (Firmenpaten) including Flughafen Wien, Österr. Nationalbank, and Wiener Tourismus, and the Verein der Freunde foundation board. It holds membership in IUCN, WAZA, EAZA, VDZ, and the Austrian UNESCO Commission, and is a six-time winner of the Best European Zoo Award (2008, 2010, 2012, 2014, 2018, 2021) and the first Austrian zoo to receive Global Humane Society certification.

Name

Schönbrunner Tiergarten

Legal name

Schönbrunner Tiergarten-Gesellschaft m.b.H.

Website

https://zoovienna.at

Company type

Private

Founded year

1752

Operating status

Operating

Headcount range

51–100 employees

Short description

Tiergarten Schönbrunn, founded in 1752, is the world's oldest zoo located in the Vienna UNESCO Schönbrunn Palace complex, serving approximately 2 million annual visitors across roughly 500 animal species through a diversified revenue model spanning admission, annual memberships, animal sponsorships, premium experiences, and donations.

Ownership category

akta.pro rank

Product category

Zoological Park and Wildlife Conservation

NAICS

Zoos and Botanical Gardens (712130), Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Museum, Zoo & Attraction Gift Shops (CRALAJAG), Natural History Museums (THAJADAC)

Keywords

• Wildlife conservation
• Zoological park operations
• Endangered species breeding
• Animal sponsorship programs
• Educational zoo tours

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Admission Tickets: Revenue from selling entry tickets to visitors. Ticket categories include child, adult, and family tickets at various price points.
2. ZOOCard (Annual Membership): Annual membership cards offering unlimited visits and additional benefits to repeat visitors.
3. Animal Sponsorships: Private individuals can become sponsors/pates of specific animals with monthly contributions starting from approximately 5 euros, with various perks including personalized certificates and exclusive events.
4. Corporate Sponsorships (Firmenpaten): Companies can sponsor animals with annual fees ranging from 2,500 to 10,000 euros depending on animal category, receiving logo placement at enclosures and certificates.
5. Donations: Various donation options including direct donations, park bench dedications, testamentary donations, and project-specific funding such as the Tirolerhof shingle action.
6. Food & Beverage: On-site gastronomy operations managed externally by zoovienna-gastro.at, offering food and beverages to visitors.
7. Retail (Shops): On-site shops including Wild Republic store and online shop for souvenirs and merchandise.
8. Experiences and Tours: Special experiences such as the Rattenhaus tour (260 euros for 2 persons), guided tours, behind-the-scenes tours, and special animal experiences.
9. Panoramabahn: Scenic train rides through the zoo grounds as an additional attraction.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Schönbrunner Tiergarten operates the world's oldest zoo on the grounds of the UNESCO World Heritage Schönbrunn Palace in Vienna, housing approximately 500 animal species across themed enclosures and offering paid admission, the ZOOcard annual membership, themed and backstage guided tours, special animal encounters, educational programs, and animal and corporate sponsorship programs. Revenue is supplemented by on-site gastronomy, retail shops and the Panoramabahn panoramic train, while scientific and conservation activities are delivered through European Endangered Species Programmes (EEP/ESB).

Product overview

Tiergarten Schönbrunn is a zoological garden offering a comprehensive visitor experience combining wildlife conservation, education, and entertainment. The core product is zoo admission through tickets and the ZOOcard annual membership. The experience is enhanced through diverse add-on modules including guided tours (themed tours, evening/night tours, backstage tours, special animal experiences like PANDAstisches Erlebnis, Giraffen-VerFührung, Safari Dinner, Aqua-Forschungsstation, Birding im Zoo), educational programs (school tours, Artenschutz-Workshop, Bionik-Seminar, Ethologie-Seminar), children's activities (birthday parties, petting zoo, tierische Zooreise), and animal sponsorships. Supporting services include online and on-site shopping, Panoramabahn scenic train, and conservation breeding programs. The zoo operates numerous animal enclosures including Elephant Park, Giraffe Park, Polar Bear World, Rainforest House, ORANG.erie, and others, housing approximately 500 animal species.

Differentiator

Problem solved

Functional benefit

Products and services

• Zoo Tickets & Admission Standard admission tickets to Tiergarten Schönbrunn, including category-based pricing (child, adult, family) and online purchasing through the Imperial Tickets platform, plus combination tickets for multiple Vienna attractions.
• ZOOcard Annual Membership Annual membership card providing unlimited zoo visits and additional benefits targeted at repeat visitors and local families.
• Combination Tickets (Kombitickets) Bundled tickets offering admission to multiple Vienna attractions including the zoo, distributed through Austrian Leading Sights and Imperial Austria partners.
• Themed Tours (Themenführungen) Guided tours with specific themes including special animal experiences, behind-the-scenes access, and educational content for zoo visitors.
• Evening Tour (Abendführung) Special evening guided tour experience at the zoo.
• Night Tour (Nachtführung) Exclusive night-time guided tour experience allowing visitors to see nocturnal animals and evening zoo activities.
• Backstage Tour Behind-the-scenes tour giving visitors access to areas not normally open to the public.
• PANDAstisches Erlebnis (Panda Experience Tour) Special giant panda experience tour at the zoo, associated with the arrival of giant pandas Lan Yun and He Feng in April 2025 as part of an international breeding program.
• Aqua-Forschungsstation Tour Aquarium research station tour focusing on aquatic research and conservation.
• Giraffen-VerFührung (Giraffe Feeding Experience) Special giraffe feeding and experience tour.
• Birding im Zoo Birdwatching tour within the zoo focused on observing various bird species.
• Demenzfreundlicher Rundgang (Dementia-Friendly Walk) Dementia-friendly guided tour designed for visitors with dementia, providing an accessible and supportive experience.
• Rattenhaus Erlebnis (Rat House Experience) Behind-the-scenes experience at the rat house featuring giant hamsters and rats, including feeding and training demonstrations, sold as a paid add-on experience at 260 euros for two persons (minimum age 12).
• Exklusives Morgenerlebnis (Exclusive Morning Experience) Exclusive morning experience with animals before regular zoo opening hours.
• Safari Dinner Dining experience combined with safari-like animal viewing.
• Polarnacht Polar night experience event at the zoo.
• Experience Vouchers (Erlebnisgutscheine) Gift vouchers for various zoo experiences and tours, redeemable against paid experiences.
• Private Animal Sponsorships (Tierpatenschaften) Animal sponsorship program allowing individuals to support specific animals with monthly contributions starting at approximately 5 euros, including personalized certificates and exclusive events as perks.
• Corporate Animal Sponsorships (Firmenpaten) Tiered annual corporate sponsorship program for animals. Premium tier (elephants, rhinos, koalas, apes, pandas, giraffes, polar bears): 10,000 euros/year; large predators (large cats, spectacled bears, hippos, lynx, wolves): 6,000 euros/year; other mammals, birds, reptiles: 4,000 euros/year; fish and invertebrates: 2,500 euros/year. All prices exclude 20% VAT. Benefits include logo placement at enclosures and certificates.
• Panoramabahn (Scenic Train Ride) Paid scenic train ride through the zoo grounds offered as an add-on attraction for visitors.
• Wild Republic Shop (On-site Retail) On-site gift shop selling zoo merchandise and souvenirs to visitors.
• Zoo Vienna Online Shop E-commerce storefront selling zoo merchandise, tickets and processing donations online.
• Children's Birthday Parties (Geburtstagspartys) Children's birthday party packages at the zoo.
• Tierische Zooreise (Children's Educational Zoo Journey) Children's educational journey through the zoo.
• Streichelzoo (Petting Zoo) Interactive petting zoo area where children can interact with domestic animals as part of a paid zoo visit.
• Educational Tours for Schools (Unterrichtsführungen) Curriculum-aligned guided tours for school groups covering biology, animal welfare and conservation topics.
• Conservation Education Workshop (Artenschutz-Workshop) Conservation education workshop for schools and groups covering species protection.
• Bionik-Seminar (Bionics Seminar) Seminar for school groups exploring nature-inspired engineering and design through bionics.
• Ethologie-Seminar (Ethology Seminar) Seminar for school groups covering animal behavior studies (ethology).
• Conservation Breeding (Erhaltungszucht) Conservation breeding programs for endangered species delivered through European Endangered Species Programmes (EEP) and European Studbooks (ESB).
• Donations and Funding Programs Direct donations, park bench dedications, testamentary donations, and project-specific funding such as the Tirolerhof shingle action, plus a research fund supporting scientific zoological and conservation studies.

Quantifiable outcome

• Approximately 2 million visitors annually
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Verein der Freunde des Tiergarten SchönbrunncoreStrategic or Co-development PartnerOver 30-year partnership supporting the zoo through fundraising, construction projects, and animal sponsorships. The association was restructured from a member association to a foundation board in 2022 to focus on nature, animal, and conservation as well as education, research, and teaching.
• IUCN (International Union for Conservation of Nature)coreStrategic or Co-development PartnerZoo is a member of IUCN, supporting international conservation efforts and standards
• WAZA (World Association of Zoos and Aquariums)coreStrategic or Co-development PartnerMember of global zoo association setting standards for animal welfare and conservation
• EAZA (European Association of Zoos and Aquaria)coreStrategic or Co-development PartnerEuropean association coordinating breeding programmes (EEP) and conservation efforts across European zoos
• VDZ (Verband der Zoologischen Gärten e.V.)coreStrategic or Co-development PartnerGerman-speaking zoo association member
• OZO (Österreichische Zoo Organisation)coreStrategic or Co-development PartnerAustrian national zoo organization coordinating zoo activities in Austria
• UNESCOminorStrategic or Co-development PartnerListed as a member organization, associated through the UNESCO World Heritage status of Schönbrunn Palace complex
• Imperial AustriaminorChannel Partner/ Reseller/ DistributorPartnership with Imperial Austria ticket platform for ticket distribution
• Austrian Leading SightsminorChannel Partner/ Reseller/ DistributorMembership in Austrian tourism organization for visibility among top attractions
• Various Corporate Sponsors (Firmenpaten)coreGTM or Marketing PartnerMultiple corporate sponsors including ESKIMO, Wiener Tourismus, Österr. Nationalbank, Flughafen Wien, Designer Outlet Parndorf, Berger Sportmatten, Infoscreen, Radio Energy, Wien Holding, Österr. Bundesforste, and others sponsoring specific animals and facilities

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Copenhagen Zoo (Københavns Zoo): Scientifically managed European zoo with EEP participation and a similar positioning around conservation, education, and visitor experience design.
• Zoo Zürich: Top-ranked European zoo with comparable EAZA membership, conservation programs, and revenue diversification. Strong peer for ARPU and membership benchmarking.
• Prague Zoo (Zoologická zahrada Praha): Major Central European zoo with comparable ticket, sponsorship, and conservation breeding operations; another member of the same regional zoo association network.
• Munich Zoo (Tierpark Hellabrunn): Germany's first geo-zoo with comparable size, an EAZA member, and a similar diversified revenue stack (tickets, memberships, sponsorships, experience programs). Geographic peer in the German-speaking market.
• Budapest Zoo (Állatkert): Historic Central European zoo (1866) operating in a UNESCO-adjacent city setting with similar target audience (tourists + locals) and an overlapping family/educational programming mix.
• Zoological Society of London (ZSL London Zoo): One of the world's oldest scientific zoos (1828) and a similarly heritage-positioned, membership-based zoological park with conservation breeding, EAZA membership, and a comparable mix of admission, experiences, and donor revenue.
• Berlin Zoo (Zoologischer Garten Berlin): Historic European zoo with comparable scale, mixed ticket/membership/sponsorship model, and similar EAZA/WAZA conservation positioning. Direct competitor for Central European tourism flows.

Regional players

• Oceanário de Lisboa: Large-scale aquatic-focused attraction in a comparable European capital city with similar pricing, membership, and corporate partnership model; useful for Iberian/southern European ARPU benchmarking.

Others

• Imperial Austria (ticket platform): Distribution partner and indirect commercial ecosystem participant; relevant for understanding channel and pricing dynamics rather than direct competition.

Broad incumbents

• San Diego Zoo Wildlife Alliance: Larger, globally established zoological organization with significantly broader conservation footprint; benchmark for institutional-grade conservation science and large-scale donor/sponsorship economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/thezoovienna
• Facebookfacebook.com/zoovienna
• Instagraminstagram.com/zooviennaschonbrunn
• TikToktiktok.com/@zoovienna
• Xx.com/zoovienna

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Schönbrunner Tiergarten