Howletts Wild Animal Park

What Howletts Wild Animal Park does

Howletts Wild Animal Park is a 95-acre zoological collection in Bekesbourne, Kent, founded by John Aspinall in 1958 and opened to the public in 1975. It operates alongside its sister site Port Lympne Wild Animal Park, a 600-acre estate near Hythe, acquired in 1973 and opened in 1976. Both parks are owned by The Aspinall Foundation (a UK registered charity, Charity No. 326576) and together house over 900 animals across 90+ species, including the world's largest group of captive western lowland gorillas and the largest herd of black rhino outside Africa. The Aspinall Foundation also runs active gorilla rescue and reintroduction projects in Gabon and Congo, having successfully returned over 50 gorillas to protected wild areas covering approximately one million acres of forest.

The business model is a hybrid visitor-and-donation platform. The parks generate revenue through tiered admission tickets (adult £14.45, child £11.45), the Wild Explorer Club annual membership (ranging from £34 student to £130 family), an online gift shop, and animal adoption programs covering 19 endangered species. Premium offerings include the Livingstone Safari Lodge (Europe's first overnight safari, £150-200 per person), guided African Experience and Dusk safaris, the bespoke 23Twelve corporate training experience (£1,115+VAT per delegate), and venue hire at Port Lympne Mansion for weddings and corporate events. School outreach is delivered via a conservation roadshow and cruiser available to schools in Kent and Sussex at £150 per day.

The Aspinall Foundation and the parks are now run by John Aspinall's son Damian Aspinall alongside his half-brother James Osborne, with Bob O'Connor serving as Managing Director. Direct donations, payroll giving, Gift Aid, and legacy gifts fund roughly half of the £5 million annual running costs, with admissions covering the balance. Strategic partnerships span media (KM Group, BBC ROAR), conservation (Tusk Trust), financial products (M-Cube prepaid card), and corporate in-kind support (Bulldog Tools, Dutton Forshaw, Smiths Medical).

Name

Howletts Wild Animal Park

Legal name

Howletts Wild Animal Park

Website

https://totallywild.net

Company type

Private

Founded year

1958

Operating status

Operating

Headcount range

1–10 employees

Short description

Howletts Wild Animal Park is a 95-acre Kent zoological collection owned by The Aspinall Foundation, housing the world's largest captive western lowland gorilla group and operating alongside the 600-acre Port Lympne estate, with 900+ animals, active conservation reintroduction programs, and diversified visitor, lodging, corporate, and donor revenue streams.

Ownership category

akta.pro rank

Product category

Wildlife Parks and Conservation Zoos

NAICS

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

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD)

akta.pro secondary industries

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE), Wildlife Rescue, Rehabilitation & Release (BPAGAIAC), Wildlife Safaris & Game Drives (THAJAIAB)

Keywords

• Wild animal park
• Zoological park
• Wildlife conservation
• Animal adoption
• Safari experience

Headquarters

HQ city

Lympne

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Entry fees from visitors to Howletts and Port Lympne parks. Adult £14.45, Child £11.45 (4-16 years). Operating everyday except Christmas Day.
2. Gift Shop and Online Store: Online shop selling cuddly toys, clothing, education materials, souvenirs, adoption boxes (e.g., tiger, elephant, gorilla at £25 each), pocket money items.
3. Animal Adoption: Adoption schemes for 19 endangered species including gorillas, elephants, tigers, rhinos and monkeys. Named animal figureheads for each species with ongoing supporter donations.
4. Corporate Events and Venue Hire: Conference packages, tailored corporate events, weddings, and private functions at Port Lympne Mansion. Christmas parties at £30-40 per person.
5. Donations and Legacies: Direct donations, payroll giving, Gift Aid, legacies in wills, and one-off donations from supporters.
6. Wild Explorer Club Membership: Annual pass memberships ranging from £34 (student) to £130 (2 adults + 2 children), with various family combinations available.
7. Conservation Roadshow: Outreach educational facility hiring the cruiser (Sussex) and roadshow (Kent) to schools and events for £150 per day.
8. Livingstone Safari Lodge: Overnight safari accommodation at luxury safari tents. Off-peak £150 per person, peak £200 per person. Child rates £80-100 sharing. First overnight safari in Europe.
9. Mosaic Appeal: Digital mosaic fundraising appeal with 2,400 tiles available for purchase to support conservation work.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels11 records

Core offering

Howletts Wild Animal Park operates two zoological parks in Kent, UK housing over 900 animals across 90+ species, with a core focus on breeding rare and endangered species for reintroduction to protected wild habitats in Africa. The company sells park admission tickets, animal adoption packages, overnight safari lodge stays, guided safari experiences, corporate and private event venue hire at Port Lympne Mansion, school education programs and outreach, and an online gift shop of merchandise and adoption gifts.

Product overview

Howletts and Port Lympne Wild Animal Parks operate as a unified conservation-focused platform offering visitor experiences, education, and fundraising mechanisms. The core product is park admission with over 900 animals across 90+ endangered species. Supporting products include animal adoption programs (individual online adoptions and physical Adopt in a Box gifts), the Livingstone Safari Lodge overnight experience, African Experience and Dusk Safari programs, and corporate event services at Port Lympne Mansion. The platform also encompasses school education programs, conservation roadshows, the annual Totally Wild Challenge fundraising event, and an online gift shop. All proceeds support The Aspinall Foundation's conservation work including gorilla rescue projects in Congo and Gabon.

Differentiator

Problem solved

Functional benefit

Products and services

• Park Admission Tickets Day admission tickets to Howletts and Port Lympne Wild Animal Parks with adult (GBP 14.45), child (GBP 11.45, ages 4-16, under 4 free) and senior pricing, valid daily except Christmas Day.
• Animal Adoption Programs Named animal adoption schemes allowing supporters to adopt endangered species including gorillas, elephants, tigers, rhinos and monkeys, with various package tiers providing certificates, updates and park benefits for 19 species.
• Livingstone Safari Lodge Overnight safari accommodation at Port Lympne in luxury South African safari tents with African-style dining, sundowners, dawn safaris and views of the African Experience enclosure. Off-peak from GBP 150 per person sharing, peak from GBP 200 per person sharing, child rates GBP 80-100.
• African Experience Safari Guided safari experience at Port Lympne where visitors board specially commissioned safari vehicles to view giraffe, black rhino, zebra, wildebeest, ostrich and antelope roaming a 100-acre African-style enclosure.
• Dusk Safari Evening safari at Port Lympne allowing visitors to witness the African Experience preparing for nightfall, with welcome drinks and expert guide narration.
• Corporate Events and Conferences Conference and corporate event services at Port Lympne Mansion with tailored daily delegate rates and bespoke packages for meetings, team events and corporate functions.
• Christmas Parties and Events Seasonal corporate and private Christmas packages at Port Lympne Mansion including three-course lunches at GBP 30 per person, party nights with disco at GBP 40 per person and the Christmas Safari Package at GBP 250 for four people plus GBP 50 per person thereafter.
• Wild Explorer Club Membership Annual membership program with tiers for individual, joint, senior, student and family configurations providing free park entry and benefits, ranging from GBP 34 (student) to GBP 130 (two adults plus two children).
• 23Twelve Training Experience Bespoke corporate training course paired with a personal wildlife adventure at Port Lympne focusing on emotional intelligence and non-verbal communication skills, priced at GBP 1,115 plus VAT per person for a maximum of 12 delegates, with a percentage of profits going to conservation.
• Online Gift Shop E-commerce storefront selling adoption boxes, cuddly toys, clothing, souvenirs, education materials and fair trade items across categories including All Things Cuddly, Pocket Money, ROAR merchandise and Video.
• Adopt in a Box Physical adoption gift boxes featuring named animals (Tugar the Tiger, Jara the Elephant, Djeke the Gorilla) with cuddly animal toys and adoption materials, priced at GBP 25 each.
• Conservation Roadshow Mobile outreach educational service for schools and events in Kent (roadshow) and Sussex (cruiser), featuring animal artifact handling, conservation talks and National Curriculum-aligned PSHEC content, priced at GBP 150 per day inclusive of presenter and curriculum student packs.
• School Education Programs Educational visits and programs for school groups aligned with the National Curriculum, including guided tours, keeper talks during holidays, and downloadable KS1, KS2 and KS3 student activity packs.
• Port Lympne Mansion Weddings Wedding venue hire at Port Lympne's historic mansion with landscaped gardens, offering ceremony and reception packages and exclusive mansion use.
• Junior Keeper for a Day Children's program at Howletts allowing young visitors to learn about animal care, cleaning, feeding and enrichment activities alongside animal keepers.
• Animal Enrichment Workshops Interactive workshops where visitors participate in making enrichment items for animals, learning about animal welfare while creating Christmas or seasonal treats for tigers, rhinos, tapirs and gorillas.

Quantifiable outcome

• Successfully reintroduced over 50 gorillas to wild in Africa
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Bulldog ToolsminorGTM or Marketing Partner · 1 January 2008Bulldog Tools donated garden tools for their many gardeners and keepers. Associated with Howletts & Port Lympne through product donations.
• KM GroupcoreGTM or Marketing Partner · 1 January 2008The KM Group is the leading media company in Kent with portfolio of more than 50 brands across print, radio and internet. Proud media sponsor of Port Lympne and Howletts Wild Animal Parks.
• Dutton ForshawminorGTM or Marketing Partner · 1 January 2008Local car dealership that donated three jeeps (two Jeeps and a Dodge) worth over £50,000 to assist with animal care and park operations.
• Smiths MedicalminorGTM or Marketing Partner · 1 January 2008Medical devices company based in Hythe that donated blood pressure monitor for veterinary diagnosis of heart disease and circulatory disorders in animals.
• M-CubecoreTechnology or Integration · 1 January 2008Prepaid card provider that launched Aspinall Foundation prepaid Maestro card. 100% of profits go to The Aspinall Foundation. Waived purchase and delivery fees for UK customers. Aims to raise £500,000 per year.
• Vic ReevesminorGTM or Marketing Partner · 1 January 2008Comedian who launched the Totally Wild Mosaic Appeal to help the Aspinall Foundation protect and breed rare and endangered species.
• Alan TitchmarshminorGTM or Marketing Partner · 1 January 2008Gardening expert who visited Port Lympne to launch two new garden tool ranges in conjunction with Bulldog Tools.
• Churchill InsuranceminorGTM or Marketing Partner · 1 January 2007Challenge Churchill partnership where Churchill donates £25 to The John Aspinall Foundation for each car or home insurance policy purchased before 31/11/07.
• Tusk TrustcoreStrategic or Co-development Partner · 1 January 2007Leading conservation charity partnered with The Aspinall Foundation to establish a fully equipped anti-poaching patrol post in the Congo's Lefini area.
• Invicta FMminorGTM or Marketing Partner · 1 January 2007Local radio station partnered with Howletts and Port Lympne for conservation roadshow trailer conversion project and v Project grant.

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Chester Zoo: One of the UK's largest and most visited zoos, also a registered conservation charity, with significant rare species breeding programs, adoption schemes, and education outreach. Highly comparable charity-owned zoo with conservation focus and adoption revenue model.
• West Midland Safari Park: A large UK safari and amusement park combining drive-through safari experiences, theme park rides, and accommodation. Directly comparable in combining safari-style enclosures with ancillary entertainment and lodging.
• Port Lympne Wild Animal Park: Port Lympne is actually the sister park to Howletts under The Aspinall Foundation, but is also the most direct operational peer: 600 acres, 500+ animals, safari experiences, overnight lodge, corporate events, and the same conservation mission. The two parks are managed as a unified platform.
• Woburn Safari Park: UK safari park offering drive-through and walk-through animal experiences plus events and accommodation. Directly comparable safari model with similar family and education audience.
• Knowsley Safari Park: UK safari park near Liverpool with drive-through safari and on-site events. Comparable safari-driven operating model and similar mix of family visits, education, and corporate events.
• Longleat Safari Park: Historic UK safari park with drive-through animal experiences, a historic mansion, events, and accommodation. Closest peer in the safari-park-plus-mansion-plus-events category and a direct competitor for UK safari and overnight stays.
• Marwell Zoo: Charity-owned UK zoo near Winchester with conservation breeding programs, education, and adoption schemes. Comparable charity structure, endangered species breeding, and school outreach focus.
• Whipsnade Zoo: ZSL's 600-acre zoo in Bedfordshire with large animal enclosures, safari-style experiences, and conservation programs. Strongest peer in scale of acreage and safari-style visitor experience within the same UK zoo category.
• Durrell Wildlife Conservation Trust: Channel Islands-based conservation charity operating a zoological park plus active reintroduction programs (pink pigeon, Madagascar species) with an education focus. Closest peer in combining zoo operations with active in-situ reintroduction work.
• ZSL London Zoo: Major UK zoological society-owned zoo with conservation, breeding, education, and adoption programs. Comparable charity structure, endangered species focus, and educational outreach mission.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/howletts-wild-animal-park

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Howletts Wild Animal Park