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Understanding the marketing challenges of zoos and wildlife parks in 2026
What 31 UK zoo and wildlife attractions told us about reach, audiences, membership and proving results, and what it means for the marketing lead’s plan.
- Format
- PDF role briefing
- Reading time
- 10 minutes
- Published
- September 2026
- Author
- Bryan Hoare
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What’s inside
Seven challenges, the evidence behind each one, what good looks like, and questions for your next review.
01
Reach and audience ownership
Why 19 of 31 name reach and targeting as the critical enabler, and how to build an audience you own.
02
Marketing on site
26 still rely on the printed map; only 2 use push notifications. The visit is an under-used channel.
03
Membership, off peak and experiences
Using the visit to recruit members and fill quieter days and paid experiences.
04
Print, budget and proving results
Cutting print waste and measuring impact when 13 say they do not measure it consistently.
Who it’s for
Who should read
this report
Written for the people who own reach, audiences and campaign results, and the colleagues who rely on them.
- Marketing directors
- Heads of marketing
- Marketing managers
- CRM and digital teams
- Membership colleagues
- Commercial leaders