Zoos

What Zoos does

Zoos SA (Royal Zoological Society of South Australia) is a not-for-profit conservation charity founded in 1883 that operates two major zoological facilities in South Australia: Adelaide Zoo, one of Adelaide's most iconic attractions housing more than 2,400 animals across 200 species, and Monarto Safari Park, the world's largest open-range safari park spanning more than 1,500 hectares with more than 500 animals. The organization focuses on connecting people with nature and saving species from extinction through captive breeding programs (including Western Swamp Tortoise, Greater Bilby, and Southern White Rhino), wildlife reintroduction, habitat restoration, and education. It partners with government agencies, NGOs (Jane Goodall Institute, WWF, Birdlife Australia), and commercial entities on conservation projects spanning Australia, Africa, and Congo.

The organization's revenue model is diversified across six streams: date-specific ticket sales and general admission (with daily visitor caps at Monarto), recurring annual and Life Memberships (with reciprocal access to major Australian zoos), premium behind-the-scenes animal experiences, retail (zoo shops and Zoo Poo compost), animal adoption donation programs, and charitable donations including bequests, corporate partnerships, and regular giving. Distribution is direct-to-consumer through two physical sites plus an online booking platform at tickets.zoossa.com.au. The member base exceeds 40,000, and the member base receives a biannual Zoo Times magazine. Pricing is partially publicly disclosed, with concessions available for students, seniors, pensioners, and health care card holders; children under 4 enter free.

Recent strategic priorities include the $40 million Monarto Safari Resort development (private investment by Gerry Ryan OAM), the Wild Africa precinct for Southern White Rhino conservation, and the 20-year Great Southern Ark landscape rewilding project. The organization holds ZAA accreditation and WAZA membership, has won multiple South Australian Tourism Awards (Major Tourist Attraction 2022 and 2023), and operates under Eco Certified Advanced Tourism status. Leadership transitioned in July 2024 with Dr Phil Ainsley succeeding Elaine Bensted as CEO following her 12-year tenure.

Name

Zoos

Legal name

Royal Zoological Society of South Australia

Website

https://zoossa.com.au

Company type

Private

Founded year

1883

Operating status

Operating

Headcount range

101–250 employees

Short description

Zoos SA is a South Australian conservation charity founded in 1883 that operates Adelaide Zoo and Monarto Safari Park, serving over 40,000 members and the general public through wildlife experiences, conservation breeding programs, education, and tourism.

Ownership category

akta.pro rank

Product category

Zoological Park Operations and Wildlife Conservation

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD), Wildlife Safaris & Game Drives (THAJAIAB), Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Wildlife Sanctuaries, Conservation Parks & Reserves (Visitor Operations) (THAAAAAG)

Keywords

• Wildlife conservation
• Zoological park operations
• Safari park tourism
• Conservation education programs
• Animal experience tourism

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from date-specific tickets and general admission to Adelaide Zoo and Monarto Safari Park. Monarto requires pre-booking for non-members with daily visitor caps.
2. Memberships: Annual and Life Memberships providing unlimited access to both sites plus reciprocal entry to major Australian zoos.
3. Animal Experiences: Behind-the-scenes animal experiences, animal encounters, and premium visitor experiences available for separate purchase.
4. Animal Adoption: Donation-based animal adoption programs supporting conservation work.
5. Retail: Zoo shops at both locations offering merchandise, reusable products, and souvenirs.
6. Donations and Support: Charitable donations, bequests, corporate partnerships, and regular giving programs supporting conservation missions.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Zoos SA is a not-for-profit conservation charity operating Adelaide Zoo and Monarto Safari Park. It sells visitor admissions, behind-the-scenes animal experiences, annual and lifetime memberships, animal adoption donations, conservation education programs (Wild Learning), and on-site retail merchandise. Core operations focus on connecting visitors with wildlife, breeding programs for critically endangered species, and conservation partnerships.

Product overview

Zoos SA operates a portfolio of conservation-focused attractions and programs comprising Adelaide Zoo (home to 2,400+ animals across 200 species) and Monarto Safari Park (the world's largest open-range safari park spanning 1,500+ hectares). The offering includes visitor admissions with animal experiences for behind-the-scenes access, event venues and functions, annual and life membership tiers, animal adoption donation programs, Wild Learning education initiatives, and Zoo Poo branded compost products. Conservation programs span breeding, habitat protection, and species recovery across both Australian and international sites.

Differentiator

Problem solved

Functional benefit

Brands

• Life Membership: Lifetime membership program offering unlimited visits to Adelaide Zoo and Monarto Safari Park with bonus transferable pass for additional guests
• Wild Africa
• Variety Children's Zoo

Products and services

• Adelaide Zoo Zoological park visitor attraction home to more than 2,400 animals and 200 species. Open to the general public for daily visits, featuring native and exotic wildlife exhibits. Functions as a conservation, education, and entertainment destination.
• Monarto Safari Park Open-range safari park spanning more than 1,500 hectares and home to more than 500 animals. Offers safari-style visitor experiences including open-sided vehicle tours and walk-through lemur experiences. Pre-booking required for non-members.
• Animal Experiences Premium behind-the-scenes animal experiences and encounters sold separately from admission, including feeding sessions, rhino encounters, and tiger experiences. Life Members receive discounts on these add-on experiences.
• Annual Membership Annual subscription membership providing unlimited access to Adelaide Zoo, Monarto Safari Park, and reciprocal entry to most major Australian zoos. Includes concession pricing and discounts on animal experiences for Life Members.
• Life Membership Lifetime membership providing unlimited entry to both Zoos SA facilities with a bonus transferable pass admitting an additional adult or two children per visit. Includes free reciprocal entry to major Australian zoos.
• Animal Adoption Symbolic animal adoption donation program where supporters contribute funds to help keep endangered species around for generations. Proceeds support Zoos SA's conservation breeding and habitat protection work.
• Wild Learning Curriculum-aligned wildlife education programs offered to schools and educational groups at both Adelaide Zoo and Monarto Safari Park. Bookings managed through dedicated Learning Departments and a centralized bookings team.
• Venues and Functions Corporate event venue hire, function spaces, and team-building experiences at Adelaide Zoo. Bookings handled through the dedicated Function Team.
• Conservation Programs Wildlife conservation programs including captive breeding for critically endangered species (Western Swamp Tortoise, Greater Bilby), habitat restoration (Great Southern Ark), and species recovery partnerships spanning Australia and international sites in Africa and Congo.
• Zoo Poo Premium garden compost product made from material collected from Monarto Safari Park animals, produced and sold in partnership with Peats Soil.

Named customers2 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

Partnerships

16 partnerships are on record, tiered core and minor.

• The Australian Rhino Project (TARP)coreStrategic or Co-development Partner · 1 January 2019Partnership with The Australian Rhino Project to establish a Southern White Rhino sanctuary at Monarto Safari Park. This includes the Anthony Taylor Rhino Management and Quarantine Centre and plans to relocate Southern White Rhinos from Africa to Australia through Thaba Manzi Wildlife Sanctuary in South Africa.
• Great Southern Ark Project PartnerscoreStrategic or Co-development PartnerCollaboration with Australian Government, Department for Environment and Water, Northern and Yorke Natural Resources Management Board, WWF, Fauna Research Alliance, Birdlife Australia, Conservation Volunteers Australia, and Yorke Peninsula Tourism. A $2.6 million Federal Government investment for landscape rewilding project over 20 years.
• Jane Goodall InstitutecoreStrategic or Co-development PartnerSupporting the work of the Jane Goodall Institute at the Tchimpounga Chimpanzee Rehabilitation Centre in the Congo, focusing on ending the illegal commercial bush-meat trade through education and awareness programs.
• Tacugama Chimpanzee SanctuarycoreStrategic or Co-development PartnerSupporting the Tacugama Chimpanzee Sanctuary in Sierra Leone's Upper Guinea Forest, helping local communities address rainforest threats through livestock projects, tree nurseries, and education programs.
• Wild WelfareminorStrategic or Co-development PartnerPriority conservation program partner dedicated to improving welfare for wild animals living in human care by uniting animal welfare NGOs and captive wildlife facilities around the world.
• Journey BeyondminorChannel Partner/ Reseller/ DistributorExternal operator of Monarto Safari Resort, offering luxury accommodation adjacent to Monarto Safari Park. The resort is owned externally and operated by Journey Beyond.
• Peats SoilminorStrategic or Co-development PartnerLong-time partner for Zoo Poo premium garden compost made using material collected from Monarto Safari Park animals.
• Ambleside DistillersminorGTM or Marketing PartnerHahndorf-based distillery selling limited Kifaru Gin with all profits going to rhino conservation and bushfire-affected wildlife via Zoos SA.
• Prancing Pony BreweryminorGTM or Marketing PartnerPartnership to highlight conservation programs for endangered species including Przewalski's Horse through Rarely Tame Lager.
• Birdlife AustraliacoreStrategic or Co-development PartnerPartnership for South-eastern Red-tailed Black-Cockatoo conservation, including habitat planting and landholder support programs.
• Trees For LifeminorStrategic or Co-development PartnerPartnership for South-eastern Red-tailed Black-Cockatoo habitat restoration through revegetation programs.
• Perth ZoocoreStrategic or Co-development PartnerPartnership for Western Swamp Tortoise captive breeding program - one of only two institutions in the world breeding this critically endangered species.
• Painted Dog ConservationminorStrategic or Co-development PartnerSupporting projects in Zimbabwe, Zambia and Namibia focused on research, education, and capacity building for painted dog conservation.
• Northern Rangelands TrustminorStrategic or Co-development PartnerSupporting Sera Conservancy in Northern Kenya through micro-loan systems for local women and scout patrols to prevent poaching.
• Murraylands and Riverland Landscape BoardcoreStrategic or Co-development PartnerPartner for Aboriginal Learning on Country Program (ALoC) at Monarto Safari Park, providing conservation and land management training. Supported by National Landcare Program funding.
• Variety SAminorStrategic or Co-development PartnerPartnership to offer accessible adventures at both Adelaide Zoo and Monarto Safari Park, creating inclusive experiences for all visitors.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• &Beyond: &Beyond is a luxury safari and conservation travel operator running high-end safari lodges in Africa. It is comparable as a conservation-aligned, premium safari experience provider with adjacent conservation philanthropy, the same positioning Monarto Safari Resort is targeting at smaller scale.

Direct peers

• Perth Zoo: Perth Zoo is a ZAA-accredited conservation zoo that is an existing conservation partner of Zoos SA on the Western Swamp Tortoise captive breeding program. It operates a comparable membership and education program model and is one of the reciprocal zoos included in Zoos SA memberships.
• Zoos Victoria (Melbourne Zoo, Werribee Open Range Zoo, Healesville Sanctuary): Zoos Victoria operates three sites including an open-range safari-style zoo (Werribee) that directly mirrors Monarto Safari Park's safari positioning. As a non-profit conservation charity running multiple sites with memberships and reciprocal access, it is the most directly comparable Australian peer for both Adelaide Zoo and Monarto Safari Park.
• Taronga Zoo: Taronga Zoo operates two major Australian zoological parks (Sydney and Dubbo's Western Plains) and is the closest direct peer to Zoos SA: a non-profit conservation zoo operator running multiple sites, offering memberships, behind-the-scenes experiences, and reciprocal zoo arrangements across Australia. Comparable in mission, business model, and target segments.
• Australia Zoo: Australia Zoo is a large privately-operated zoological park in Queensland with safari/wildlife experiences, animal encounters, and accommodation offerings. It is a direct competitor in the Australian zoo and safari experience market, with overlapping product categories (general admission, animal experiences, on-site lodging).
• Dubbo's Western Plains Open Range Zoo (Taronga): Western Plains Zoo is an open-range safari-style zoo operated by the Taronga Conservation Society, directly mirroring Monarto Safari Park's drive-through safari format with multi-species open plains exhibits. A direct safari-park peer to Monarto within the Australian market.

Broad incumbents

• Chester Zoo: Chester Zoo is one of the UK's largest conservation-focused zoos, operating as a charity with memberships, education programs, and international conservation partnerships. Comparable as a large, accredited, conservation-charity zoo with a diversified revenue model similar to Zoos SA.
• San Diego Zoo Wildlife Alliance: San Diego Zoo Wildlife Alliance operates the San Diego Zoo and San Diego Zoo Safari Park, the world's most recognized combination of zoo plus safari park experience. While much larger and US-based, it is the global benchmark for the zoo + safari park operating model that Zoos SA replicates with Adelaide Zoo and Monarto Safari Park.
• Wildlife Reserves Singapore (Mandai Wildlife Group): Mandai Wildlife Group operates multiple zoological parks including Singapore Zoo, Night Safari, and River Wonders, plus membership and conservation programs. It is a broad incumbent operator combining zoo, safari, and conservation experiences with multi-site memberships, closely aligned with Zoos SA's business model at greater scale.

Others

• Fauna Research Alliance: Fauna Research Alliance is an Australian conservation research partner identified in Zoos SA's Great Southern Ark project. Included as an OTHERS peer given its role as a conservation-research ecosystem collaborator rather than a commercial competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ZoosSA
• YouTubeyoutube.com/@zoossa
• Facebookfacebook.com/zoossa
• Instagraminstagram.com/zoossa

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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