Zoo Aquarium de Madrid

What Zoo Aquarium de Madrid does

Zoo Aquarium de Madrid is a zoological park and aquarium located in the Casa de Campo area of Madrid, Spain, operated by Zoos Ibéricos, S.A., a wholly-owned subsidiary of Grupo Parques Reunidos. The venue houses animals organized across seven continental regions and offers an on-site aquarium, educational animal presentations (sea lions, birds of prey, exotic birds), a VR-based immersive experience, lemur encounters, scenic train rides, and multiple dining options across four restaurants and kiosks. The underlying operating platform spans a transactional e-commerce site (zoomadrid.com), a mobile app with QR-based ticketing, the Irenia virtual caretaker companion, and audio/sign-language accessibility guides.

The business model combines transactional ticket sales (individual day tickets from €18.90–€19.90 online, with children, senior, disability, and large-family tiers; group rates up to 55% off for 5+ visitors) with recurring-revenue annual passes (Bono Parques multi-park from €99, Bono Zoollower with conservation-community benefits, Bono Verano seasonal pass at €10 add-on). Complementary revenue comes from on-site F&B (fast-food menus, self-service menus, all-inclusive packages), retail and photo souvenirs, animal encounter experiences, birthday celebrations at €55 per educator, school and group programs, professional zoological courses, summer/Easter/Christmas camps, and conservation donations. Distribution is predominantly direct-to-consumer via the official website and on-site box office, augmented by corporate B2B employee-benefit programs, bundled Entry + Hotel packages through TravelCircus, and Too Good To Go for surplus food.

The customer base is segmented across families with children 0–7 and 8–12, schools and educational groups (primary segments), adult friend groups, corporate groups, celebration groups, and visitors with disabilities. The zoo is accredited by WAZA, EAZA, AIZA, and IUCN, participates in conservation programs for giant panda, koala, Mediterranean monk seal, and Iberian species, holds the 'S' Sustainable Tourism certification, and operates under the GDPR-compliant digital infrastructure of the Parques Reunidos parent group. Public revenue is not disclosed; the entity is privately held with no listed ticker.

Name

Zoo Aquarium de Madrid

Legal name

Zoos Ibéricos, S.A.

Website

https://zoomadrid.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Zoo Aquarium de Madrid is a zoological park and aquarium in Madrid, Spain, operated by Grupo Parques Reunidos, offering ticketed general admission, annual passes, educational programs, conservation initiatives, and on-site F&B and experiences to families, schools, and tourist visitors.

Ownership category

akta.pro rank

Product category

Zoological Park & Aquarium Services

NAICS

Zoos and Botanical Gardens (712130)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industry

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE)

Keywords

• Zoo admission tickets
• Wildlife conservation
• Animal encounters
• Zoological education
• Family entertainment

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket Sales: Individual day tickets sold online and at the gate for general admission, children's tickets (3-7 years), senior tickets (65+), reduced tickets for disabled persons and large families. Ticket types include general 1-day, open-date tickets, and Pack Zoo Madrid + Faunia combined tickets.
2. Annual Passes: Bono Parques (annual pass for unlimited visits across Parques Reunidos parks) and Bono Zoollower (annual pass specifically for Zoo Aquarium with conservation community benefits). Summer Bono also available for seasonal unlimited visits.
3. Food and Beverage: On-site dining through multiple restaurants (Restaurante Kibanda, Hamburguesería Virunga, Restaurante Bagaray, Cafetería Serengueti) and kiosks. Meal plans include Fast Food Menu, Self-service Menu, and All-Inclusive Menu (with consumptions every 60 minutes). Also includes Too Good To Go partnership for unsold food.
4. Retail and Merchandise: On-site gift shops including Tienda Principal, Tienda Aquarium, and Captain Candy Shop. Photo services with animals (sea lion, giraffe, exotic bird) and park photography.
5. Experiences and Celebrations: Birthday party celebrations with educator service (€55 per educator), group bookings with up to 55% discounts, train rides, immersive experiences, and lemur encounters.
6. B2B and Corporate: Corporate employee discount programs validated through corporate email domains, and group bookings for companies and organizations with negotiated rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Zoo Aquarium de Madrid operates a zoological park and aquarium in Casa de Campo (Madrid), selling single-day admission tickets, open-date and gift tickets, combined Park + Faunia packages, and annual/seasonal passes (Bono Parques, Bono Zoollower, Bono Verano) for individuals, families, schools, and corporate groups. On-site revenues are generated through restaurants and kiosks, meal plans (Fast Food, Self-Service, All-Inclusive), gift shops, photo souvenirs, animal encounters (lemurs, sea lions, exotic birds), an aquarium, a VR immersive experience, a scenic train ride, and birthday celebration packages.

Product overview

Zoo Aquarium de Madrid is a zoological park operated by Parques Reunidos that offers a comprehensive visitor experience across multiple product categories. The core offering consists of day tickets (general, child, and reduced admissions) and annual/sseasonal passes (Bono Parques, Bono Zoollower, Bono Verano). The zoo provides immersive experiences including an aquarium, educational animal exhibitions, VR immersive experiences, lemur encounters, and train rides. Dining options include Fast Food Menu, Self-Service Menu, and All-Inclusive packages. Additional services encompass photography souvenirs, birthday celebrations, school programs, summer camps, professional zoological courses, and conservation initiatives. The company also operates a mobile app and virtual keeper experience. Tickets and passes can be purchased online with special rates for groups (up to 55% discount) and combined packages with Faunia park are available.

Differentiator

Problem solved

Functional benefit

Brands

• Zoollower: Annual membership/pass program offering unlimited visits and conservation contributions
• Bono Parques
• Pack Zoo Madrid + Faunia

Products and services

• General Admission Ticket Standard single-day zoo entry for visitors aged 8-64, available for online purchase with promotional pricing starting from €18.90.
• Child Ticket (Ages 3-7) Discounted single-day admission for children between 3 and 7 years of age.
• Reduced Admission Ticket Reduced-fare ticket for seniors aged 65+, disabled visitors with 33%+ disability (includes 1 free companion), and large-family card holders with official documentation.
• Pack Zoo Madrid + Faunia Combined Ticket Combined day pass granting access to both Zoo Aquarium de Madrid and Faunia nature park, valid until 31 December of the purchase year.
• Gift Ticket Open-date gift admission ticket available for purchase as a present.
• Bono Parques Annual Pass Annual subscription pass starting from €99 granting unlimited visits to Zoo Aquarium de Madrid and other Parques Reunidos parks throughout the year.
• Bono Zoollower Annual Membership Annual membership providing unlimited visits to Zoo Aquarium with conservation community benefits, including waived booking fees and contributions to conservation projects.
• Bono Verano (Summer Pass) Seasonal subscription pass for unlimited summer visits, available as an add-on for €10 over the regular ticket.
• Educational Exhibitions (Sea Lion, Exotic Bird, Birds of Prey) Live educational animal presentations including sea lion shows, exotic bird displays, and birds of prey demonstrations included with park admission.
• Aquarium Exhibit Underwater exhibit featuring sharks, giant groupers, green sea turtles, hawksbill turtles, and loggerhead turtles, included with park admission.
• Immersive VR Experience Premium virtual-reality attraction with minimum height of 90cm, maximum weight of 214kg, and minimum age 13 unless accompanied by an adult.
• Lemur Encounter Experience Paid interactive encounter experience allowing visitors to engage with lemurs under staff supervision.
• Scenic Zoo Train Ride Scenic train tour around the zoo grounds, available as an add-on paid experience.
• Audio Guide and Sign Guide Service Accessibility service providing audio and sign-language guided tours of the zoo for visitors with sensory needs.
• Fast Food Menu Quick-service meal plan including beef burger, chicken burger, XXL hot dog, bacon sandwich, pizza slice, fries and drink, redeemable between 1pm-5pm at designated restaurants (does not include park entry).
• Self-Service Menu (Menú Autoservicio) Full sit-down meal plan offering starter, main course, drink, and dessert at Restaurante Kibanda (does not include park entry).
• All-Inclusive Menu Unlimited food and beverage package with one consumption per 60 minutes including Fast Food, Self-Service items, pizzas, sandwiches, water, soda and beer, plus 50% discount on wines and liquors (does not include park entry).
• Photo Souvenir with Animal Professional 15x20cm photo souvenir with a sea lion, giraffe, or exotic bird (no direct contact permitted for safety/hygiene reasons).
• Birthday Celebration Package Private birthday party package for children aged 3+, with restaurant service, an educator per 12 children (€55 per educator), 2 free adult tickets, and 1 free educator per 10 paying children; minimum 10 children required.
• School & Group Programs Curriculum-aligned educational programs for schools and organised groups, including teacher in-service days, with special rates for groups of 5-19 (up to 55% discount) and 20+ visitors.
• Seasonal Day Camps (Summer, Easter, Christmas) Seasonal day camps for children during summer, Easter and Christmas breaks combining educational activities with zoo visits.
• Professional Zoological Courses Specialised zoological courses covering Large Mammals, Sharks, Marine Mammals, Felines, Birds, Primates, and a Zoo Technician Auxiliary certification for adult learners.
• Zoo Madrid Mobile App Official mobile application providing park navigation, QR-code entry, and additional visitor services such as access to the Irenia virtual keeper experience.
• Irenia Virtual Keeper Experience Virtual caretaker companion experience accessed through the mobile app, providing educational content about animals during the zoo visit.
• Hotel + Ticket Package Combined accommodation and zoo admission package sold through the zoo website and travel marketplace partners such as TravelCircus.

Quantifiable outcome

• Up to 55% discount for group bookings (5+ visitors)
• +2 more outcomes

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• WAZA - World Association of Zoos and AquariumscoreOthersGlobal professional association for zoos and aquariums setting standards and best practices for animal welfare, conservation, and education. Zoo Aquarium de Madrid operates under WAZA guidelines and participates in international conservation networks.
• EAZA - European Association of Zoos and AquariacoreOthersRegional association representing European zoos and aquariums in conservation, education, and animal husbandry. Provides best practice guidelines and coordinates European conservation breeding programs.
• AIZA - Asociación Ibérica de Zoos y AcuarioscoreOthersIberian association of zoos and aquariums spanning Spain and Portugal, coordinating regional conservation efforts and educational initiatives.
• UICN - Unión Internacional para la Conservación de la NaturalezacoreOthersInternational conservation organization (IUCN) of which Zoo Aquarium de Madrid is a member, contributing to global biodiversity protection efforts.
• Fundación Parques ReunidoscoreOthersCorporate foundation of the Parques Reunidos Group supporting conservation, education, and social welfare initiatives. Provides funding and resources for zoo programs.
• CPSG - Conservation Planning Specialist GroupcoreStrategic or Co-development PartnerExpert group providing strategic conservation planning for endangered species. Zoo participates in species survival planning programs coordinated by CPSG.
• INIA - Instituto Nacional de Investigación y Tecnología Agraria y AlimentariacoreStrategic or Co-development PartnerSpanish national research institute collaborating on germplasm bank projects for endangered species including penguins. Joint research in reproductive biology and species conservation.
• HutanminorStrategic or Co-development PartnerConservation organization focused on orangutan protection. Zoo supports Hutan's orangutan conservation programs in their natural habitat.
• Rewildling ArgentinaminorStrategic or Co-development PartnerArgentinian rewilding initiative restoring ecosystems and reintroducing native species. Zoo contributes to conservation efforts in South America.
• Red Panda NetworkminorStrategic or Co-development PartnerOrganization dedicated to red panda conservation in the Himalayas. Zoo supports field conservation and community education programs.
• LynxConnectminorStrategic or Co-development PartnerConservation initiative focused on Iberian lynx protection and habitat connectivity. Zoo participates in breeding and release programs for this endangered species.
• Australian Koala FoundationminorStrategic or Co-development PartnerOrganization dedicated to koala research, conservation, and habitat protection in Australia. Zoo supports AKF programs and participates in koala care education.
• Too Good To GominorGTM or Marketing PartnerAnti-food waste app marketplace connecting consumers with restaurants and venues selling surplus food at reduced prices. Zoo sells unsold food portions through the platform.
• TravelCircusminorGTM or Marketing PartnerTravel package marketplace offering bundled Zoo + Hotel experiences. Partners with zoo to provide tourists an integrated booking experience.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zoo Barcelona: Major Spanish urban zoo operated by the Barcelona municipality. Comparable scale, educational programming, school group channels, and conservation credentials, competing for the same national school and family segments.
• Faunia: Sister nature park in Madrid also operated by Grupo Parques Reunidos. Directly comparable through shared parent, cross-park bundling (Pack Zoo Madrid + Faunia), similar educational/visitor positioning, and overlapping target families in the Madrid market.
• Parque de Atracciones de Madrid: Madrid amusement park also operated by Parques Reunidos and included in the Bono Parques network. Comparable family leisure destination, complementary ticketing/bundling, and same parent company distribution.
• Loro Parque: Major zoo/aquarium in Tenerife, Spain, with strong conservation credentials (WAZA/EAZA member), animal shows, and aquarium exhibits. Directly comparable across product mix, conservation affiliations, and international tourist draw.
• Oceanogràfic (Valencia): Largest aquarium in Europe, located in Valencia. Comparable aquarium component of the Zoo Aquarium de Madrid offering, with similar conservation, education, and ticketed attraction business model in the Spanish market.
• Selwo Aventura: Wildlife/safari park in Estepona (Málaga) operated by Parques Reunidos. Directly comparable through parent group, semi-wildlife exhibition format, conservation messaging, and cross-park ticketing within Bono Parques.
• Bioparc Valencia: Leading Spanish zoological park in Valencia with similar multi-biome immersive exhibit design, conservation mission, and family/school target segments. Closest Iberian peer in scale and educational positioning.

Broad incumbents

• Parque Warner Madrid: Large theme park also operated by Parques Reunidos in Madrid. Comparable as a same-parent leisure destination and cross-park pass participant, though the product is theme park rides rather than wildlife exhibits.
• Merlin Entertainments (LEGOLAND, SEA LIFE): Global leisure operator with major aquarium and attractions portfolio (SEA LIFE, Madame Tussauds, LEGOLAND). Comparable across ticketed attractions, multi-site annual pass economics, and family demographic targeting, though at significantly larger scale and broader product scope.

Regional players

• Oceanario de Lisboa: Major aquarium in Lisbon, Portugal, sharing the Iberian market, overlapping WAZA/EAZA-affiliated aquarium positioning, and competing for the same school and tourist segments across Iberia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/zoo-aquarium-de-madrid

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Aquarium de Madrid