Zoo Salzburg

What Zoo Salzburg does

Zoo Salzburg (legal entity: Zoo Salzburg Gemeinnützige GmbH) is a non-profit zoological park located at Hellbrunner Straße 60 in Anif, near Salzburg, Austria, founded in April 1961. The park houses approximately 1,600 animals of 150 species in naturalistic enclosures set within park-like grounds with views of the Untersberg mountain. Its core offering is the visitor experience, comprising admission products (day tickets, family tickets, and annual passes), on-site food and beverage (Das ZoO restaurant operated by Gassner Gastronomie, Nashornkiosk, vending machines), a souvenir shop, guided tours, feeding demonstrations, children's holiday programmes, and seasonal events such as Night Zoo and Species Conservation Day. The zoo participates in European Endangered Species Programmes, with active breeding and exchange partnerships such as the 2026 cheetah transfer with Safaripark Beekse Bergen.

The business operates as a non-profit limited liability company under the leadership of Managing Director Mag. Sabine Grebner, with revenue derived from a diversified mix of one-time admission fees, recurring annual pass subscriptions, retail and F&B sales, animal sponsorship and donation programmes, guided tours, and event venue rental. The GTM motion is predominantly direct-to-consumer via two physical ticket entrances and the zoosalzburg.axess.shop e-commerce platform, supplemented by distribution partnerships with Hellbrunn Palace, ÖBB (Austrian Federal Railways), the Salzburg Card, regional family and senior passes, and Tiergarten Schönbrunn (Vienna Zoo) via a reciprocal ZOOcard. There is no proprietary technology product, no app, and no API; technology usage is limited to standard e-commerce ticketing.

Customer segments are led by families with children, followed by school groups, regional and international tourists (the latter often via combination tickets with Hellbrunn Palace or ÖBB rail), and conservation supporters (individuals and corporate sponsors). The zoo employs between 51 and 100 staff. No revenue, funding, or financial figures have been disclosed in the source material, and there is no evidence of venture capital, private equity, or parent company ownership.

Name

Zoo Salzburg

Legal name

Zoo Salzburg Gemeinnützige GmbH

Website

https://salzburg-zoo.at

Company type

Private

Founded year

1961

Operating status

Operating

Headcount range

51–100 employees

Short description

Zoo Salzburg is a non-profit zoological park in Anif, Austria, founded in 1961, housing 1,600 animals of 150 species. It generates revenue primarily through admission tickets, annual passes, F&B, retail, and conservation sponsorships, serving families, tourists, school groups, and conservation supporters.

Ownership category

akta.pro rank

Product category

Zoological Park & Wildlife Conservation

NAICS

Zoos and Botanical Gardens (71213), Zoos and Botanical Gardens (712130)

akta.pro industry

PRIMARYTHAJAEAE

Zoo & Aquarium Parks (Ticketed Wildlife Attractions)

Travel & Hospitality/Tours, Attractions & Experiences/Theme Parks, Water Parks & Family Entertainment Centers

SECONDARYTHAJADAL

Zoos, Aquariums & Botanical Gardens (Educational Collections)

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYCRALAJAG

Museum, Zoo & Attraction Gift Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Gift, Novelty & Souvenir Retail

Keywords

• Zoological park services
• Wildlife conservation education
• Animal sponsorship programs
• Family leisure attractions
• School educational tours

Headquarters

HQ city

Anif

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Admission Fees: Revenue from day tickets, family tickets, and group rates for adults, young people, children, and dogs. Senior discounts and various reduced-rate tickets available at the ticket offices.
2. Annual Passes: Recurring annual pass revenue valid for 365 days, available for adults, young people, children, dogs, and disabled visitors at various price points.
3. Food & Beverage: Restaurant Das ZoO operated by Gassner Gastronomie offers meals, cafe, and event catering. Rhino kiosk provides snacks and refreshments. Vending machines at lion enclosure.
4. Retail/Merchandise: Souvenir shop selling gifts, mementos, and small presents for children and adults.
5. Animal Sponsorship & Donations: Private animal sponsorships, corporate sponsorships, food sponsorships, small animal sponsorships, donations, fundraising actions, and support association membership fees. Contributions support animal care and conservation work.
6. Animal Food Sales: Special pellets available at ticket offices for feeding selected animals (goats, sheep, alpacas, budgies, water turtles, carp).
7. Event Venue Rental: Seminar and event venue rental at Das ZoO restaurant for up to 50 people, including birthday parties, Christmas parties, and corporate events.
8. Guided Tours & Programs: Fee-based guided tours, school programs, holiday programs (Junior and Mini Zoo Adventure), family evening tours, and special event access.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

Zoo Salzburg is a zoological park near Hellbrunn in Anif, Austria, housing 1,600 animals of 150 species in naturalistic enclosures. It sells admission tickets (day, family, annual passes), on-site food and merchandise, guided tours, children's holiday programmes, and event venue rentals, while operating animal sponsorship and donation programmes to fund conservation and species breeding.

Product overview

Zoo Salzburg is a zoological park offering a unified visitor experience combining animal exhibits with supporting services. The core offering consists of admission products (day tickets, family tickets, annual passes, and vouchers) sold through both on-site ticket offices and an online shop. Visitor amenities include the Das ZoO restaurant and café, the Nashornkiosk refreshment stand, and a souvenir shop. Educational programming encompasses guided tours, feeding demonstrations, and children's holiday programmes (Junior Zoo Adventure and Mini Zoo Adventure). Seasonal events include Night Zoo, Halloween activities, and Christmas celebrations. Conservation engagement is facilitated through animal sponsorship programmes and annual Species Conservation Day events.

Differentiator

Problem solved

Functional benefit

Brands

• Das ZoO: Restaurant, café, seminar and event venue operated by Gassner Gastronomie within the zoo premises, offering family-friendly dining with kids' menus and event hosting for birthdays and corporate functions

Products and services

• Day Tickets
• Family Tickets
• Annual Pass
• Ticket Vouchers
• Online Ticket Shop
• Das ZoO Restaurant & Café
• Zoo Shop
• Guided Tours
• Summer Holiday Programme
• Night Zoo
• Animal Sponsorship
• Species Conservation Day
• Event Venue Rental

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

Partnerships

15 partnerships are on record, tiered minor and core.

• Naturschutzbund SalzburgminorStrategic or Co-development Partner · 13 September 2026Austrian Nature Conservation Union presenting at Species Conservation Day. Focuses on protection of wildcats, otters, lynxes, and wolves.
• Jane Goodall Institut AustriaminorStrategic or Co-development Partner · 13 September 2026Global conservation organisation continuing Dr. Jane Goodall's work. Presents at Species Conservation Day with focus on chimpanzee protection.
• Koordinationsstelle für Fledermausschutz und -forschung in Österreich (KFFÖ)minorStrategic or Co-development Partner · 13 September 2026Austrian bat conservation association since 2003. Presents educational measures, scientific research, and endangered bat habitat protection at Species Conservation Day.
• Salzburger JägerschaftminorStrategic or Co-development Partner · 13 September 2026Salzburg hunting association with 'Wild Animals on the Move' mobile education project. Tours provincial schools with wildlife exhibits.
• Nationalpark Hohe TauernminorStrategic or Co-development Partner · 13 September 2026Largest national park in the Alps (1,856 km² across Carinthia, Salzburg, and Tyrol). Presents at Species Conservation Day.
• Nationalpark BerchtesgadenminorStrategic or Co-development Partner · 13 September 2026Germany's only Alpine national park since 1978. Focuses on wilderness protection and alpine farmer preservation.
• BirdLife ÖsterreichminorStrategic or Co-development Partner · 13 September 2026Only nationwide and international bird conservation organisation in Austria. Presents species conservation, protected areas, and sustainability initiatives.
• Förderverein WaldrappteamminorStrategic or Co-development Partner · 13 September 2026Conservation organisation successfully reintroducing northern bald ibis to the Alps. Established breeding colonies in Austria and Germany with wintering areas in Italy and Spain.
• Zollamt Österreich (Austrian Customs Office)minorStrategic or Co-development Partner · 13 September 2026Provides information on import bans on plants and animals. Informs about species protection restrictions for tourist traffic.
• Safaripark Beekse BergencoreStrategic or Co-development Partner · 2 March 2026Dutch safari park and location of the European Endangered Species Programme (EEP) headquarters. Zoo Salzburg exchanged cheetahs with Beekse Bergen, receiving Moira and her three daughters while sending Jala for breeding purposes.
• Gassner GastronomiecoreStrategic or Co-development PartnerGassner Gastronomie operates the 'Das ZoO' restaurant, cafe, and event venue within the zoo premises. The partnership includes a multifunctional room accommodating up to 50 people for seminars, birthday parties, and corporate events. Thomas Kaser leads the restaurant team.
• Schloss Hellbrunn (Hellbrunn Palace)coreGTM or Marketing PartnerCooperation partner offering Hellbrunn Bonus: reduced zoo admission (Adults €15.50, Children €6.50, Family €37.50) for visitors with same-day Hellbrunn Palace tickets. Valid April to October.
• ÖBB (Austrian Federal Railways)minorGTM or Marketing PartnerPartnership for Erlebnisticket (experience ticket) combining train travel and zoo admission.
• Salzburg Card PartnersminorGTM or Marketing PartnerAccepts Salzburg Card and other regional cards (Salzburger Familienpass, Salzburger Seniorenbund, various guest cards) for 10% discount on adult day admission.
• Tiergarten Schönbrunn (Vienna Zoo)minorGTM or Marketing PartnerCooperation through ZOOcard allowing discounted admission at both Salzburg Zoo and Vienna Zoo.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tiergarten Schönbrunn (Vienna Zoo): Austria's flagship zoo and one of the world's oldest, located in Vienna. Directly comparable to Zoo Salzburg as both operate ticketed zoological parks in Austria with EEP participation, annual passes, education programmes, and a reciprocal ZOOcard partnership. Tiergarten Schönbrunn is significantly larger and a primary national competitor for visitors and conservation visibility.
• Zoo Zürich: Switzerland's leading zoological garden with strong conservation and education programming in the German-speaking market. Comparable as a regional zoo with multi-stream revenue, EEP participation, and similar family/tourist/school customer segmentation in a tourism-rich city context analogous to Salzburg.
• Tierpark Hellabrunn (Munich Zoo): Munich's flagship zoo operating across geographically-themed enclosures with strong conservation and education programmes. Directly comparable as a German-speaking regional zoo with EEP participation, multi-stream revenue (admission, F&B, retail, sponsorships, education), and similar visitor demographic mix of families, schools, and tourists.
• Safaripark Beekse Bergen: Largest wildlife safari park in the Benelux region, headquarters for the European Endangered Species Programme that Zoo Salzburg participates in. Directly comparable as a peer zoo and active conservation/breeding partner — the cheetah exchange in March 2026 illustrates the operational and biological linkage between the two parks.
• Zoologischer Garten Berlin (Berlin Zoo): One of Europe's largest and most-visited zoos, with extensive animal collection, EEP participation, and education programmes. Comparable as a German-speaking market zoo with similar revenue streams (admission, annual passes, F&B, sponsorships) and conservation mission positioning, though at materially larger scale than Zoo Salzburg.
• Alpenzoo Innsbruck: The Alpine-themed zoo in Innsbruck focused on alpine fauna. Directly comparable as another Austrian zoological park operating on ticketed admission with conservation and education programmes, and a natural geographic complement within Austria's zoo ecosystem for visitors comparing regional zoo experiences.

Others

• Nationalpark Hohe Tauern: The largest national park in the Alps (1,856 km²) participating as a Species Conservation Day partner. Adjacent to Zoo Salzburg's mission as a conservation-themed visitor attraction in the Salzburg region, though operating as a free public outdoor park rather than a ticketed attraction — represents an ecosystem partner and partial substitute for nature-focused visitors.
• Jane Goodall Institute Austria: Austrian arm of the global conservation organisation presenting annually at Zoo Salzburg's Species Conservation Day. Comparable as a mission-aligned ecosystem participant in conservation education and outreach, but operates as a nonprofit advocacy body rather than a ticketed visitor attraction — illustrates the broader conservation network the zoo is plugged into.
• Gassner Gastronomie: Austrian catering operator running Zoo Salzburg's Das ZoO restaurant, café, and event venue. Functions as the zoo's on-site F&B licensee and illustrates the outsourced operating model — comparable as a third-party operator business model that other zoos also deploy for on-site food service and event hosting.

Regional players

• Schloss Hellbrunn (Hellbrunn Palace): Historic palace and trick fountains complex in Salzburg immediately adjacent to Zoo Salzburg. Comparable not as a competing zoo but as a regional tourism partner operating the Hellbrunn Bonus combo ticket programme — illustrates how Zoo Salzburg's market structure intersects with other Salzburg-region attractions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/zoosalzburg
• Facebookfacebook.com/ZooSalzburg

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 Zoo Salzburg