Why Taman Safari bets on content to draw Indonesia's indoor generation outdoors

Indonesia’s Taman Safari has long been a household name, offering immersive wildlife experiences with sprawling parks, aquariums, and resorts across Java and Bali. But in 2025, the fight isn’t just to preserve nature - it’s to stay relevant in a world where screens win the stare.

For Alexander Zulkarnain (pictured), the recently appointed acting CMO of Taman Safari, digital isn’t a side project - it’s central to how the organisation sustains interest and sparks visits, especially from the country’s ever-connected Gen Z.

“Content creation is one of the important and significant things to build the business,” he said in an interview with MARKETING-INTERACTIVE. “So it’s not just about producing content and putting it on various channels, but also about how to amplify it and how to make this kind of content relevant to the audience.”

Don't miss: Indonesia's Taman Safari appoints Alexander Zulkarnain as acting CMO

A content ecosystem, not just a campaign

At its core, Taman Safari’s digital transformation isn’t about chasing viral moments. It’s about orchestrating an ecosystem - podcasts, bite-sized social videos, and visual storytelling - that not only educates but also compels visits, especially from the younger audience.

Much of the content focuses on animal education: behaviour, welfare, and lesser-known facts that break away from traditional zoo tropes. Think: bears that accidentally urinate on their carers in their sleep, or mother animals who reject their cubs for complex evolutionary reasons.

“Speakers [in our podcasts] are animal caregivers. They can talk about our life and science, share stories about their lives, and what it’s like when our animal caregivers interact with the animals,” said Zulkarnain.

Taman Safari operates over a dozen units across Indonesia, with key locations including Jakarta Aquarium; Enchanting Valley, Royal Safari Garden, and Taman Safari in Bogor (which also features Safari Resort) in West Java; Solo Safari in Central Java; and Enchanting Forest in East Java.

The podcasts, recently implemented alongside media support from agency Redhill, brings stories to life in formats that are “lively, relaxed, and engaging”. Those who tune in will come to understand one thing clearly: at Taman Safari, caring for the well-being of the animals is at the heart of everything. The animals are never seen as lesser than the humans - they are respected as equals in the ecosystem, Zulkarnain explained.

The team repackages long-form content into digestible, “snackable” formats. Beyond podcasts, it creates videos, photos, and other visual assets - each tailored to the distinct audience of each park. What clicks in Solo Safari might not translate in Bali, and the marketing strategy is finely tuned to reflect those regional nuances.

However, Zulkarnain believes that while digital content can spark interest, it’s never the full story. Virtual glimpses may entice, but they can’t match the emotional gravity of being there. It’s not only children who crave the magic - parents, too, are chasing moments that become memories, he said.

“Once people learn about us, they naturally want to visit and experience it firsthand. That’s when they’ll see why Taman Safari - our conservation-based recreational park - is so special to Indonesian families: it’s memorable, historic, and truly unforgettable,” the marketing chief added.

From clicks to visits: The real-world impact

What’s striking is how the digital strategy ties directly to physical visitation. Internal tools now integrate AI to profile visitors, helping its marketing teams define and reach the right segments.

“The insight we’ve found is that the majority of our customers are children under the age of five. Of course, kids under five don’t come on their own - they come with their parents,” Zulkarnain said.

With toddlers as the largest visitor group, Taman Safari doesn’t just target kids - it tailors its messaging to nostalgic millennial parents who want their children to experience something real, beyond touchscreens.

The results are showing: the brand claimed the highest share of voice among Indonesian recreational parks at 23.7% last year, according to internal monitoring. This is not just media spend - it’s the product of storytelling that stretches from central marketing teams in the office to the frontline animal caregivers and curators.

Naturally, one of Zulkarnain’s first moves as acting CMO is to strengthen Taman Safari’s digital presence - part of a broader push to boost ticket sales through campaigns, signature experiences, global partnerships, influencer outreach, and targeted promos.

Ramadan, high seasons, and hyper-localised content

Seasonality also plays a role in strategy. During Ramadan, typically a low season for physical visits, Taman Safari leans into iftar programmes, creating evening experiences with animal shows and outdoor entertainment. 

The move taps into a cultural insight: even in a hyper-digital world, Indonesians still seek real-world connection during meaningful celebrations.

Zulkarnain highlights that each business unit develops its own marketing and programming, coordinated centrally for consistency and performance. It’s a far cry from a one-size-fits-all campaign. Ramadan’s slower pace is also used to prepare for Eid al-Fitr - one of the brand’s major peaks - when footfall surges and hotel occupancy reaches capacity.

This Ramadan, the group’s venues rolled out diverse iftar experiences - from underwater dining at Jakarta Aquarium to caravan-style picnics at Safari Resort. Each offering blended immersive storytelling with sharp audience targeting, turning tradition into engagement.

For the Eid holidays, the team typically rolls out special programmes - from animal education and live presentations to entertainment shows and festive parades. Beyond the events, Taman Safari also curates limited-time food and beverage offerings, crafting dishes and drinks to mark the celebration.

Beyond Eid, peak seasons for Taman Safari also fall during long weekends, Christmas, and school holidays.

A brand rooted in conservation, not just nostalgia

The park is currently home to around 10,000 animals across more than 400 species. Despite public perception that places such as Taman Safari are “heritage destinations,” Zulkarnain is quick to clarify their credentials.

“We are a conservation institution recognised by the state. We are an ex-situ conservation institution,” he said, referring to an organisation that plays a role in the conservation of plants and wildlife outside their natural habitats.

Affiliations with global institutions such as World Association of Zoos and Aquariums (WAZA) and Southeast Asian Zoo Association (SEAZA) help validate its mission - but the more important work may be done in content: explaining not just what the parks are, but why they matter.

And with digital as a bridge - not a replacement - for physical experiences, Taman Safari may have found a way to stay relevant to the next generation of nature lovers.

While most current visitors are families with young children, Zulkarnain wants to broaden the audience base to include young families without kids, young couples, Gen Zs, and groups of friends - segments that are currently underrepresented. B2B opportunities with organisations and communities are also on the radar.

“We never believe in one-size-fits-all,” he said. Different cities require different strategies. Domestic visitors to Taman Safari in Bogor, mostly from Greater Jakarta, are impulsive and responsive to digital triggers - content on TikTok, peer recommendations, and SEO play an outsized role, he explained.

Zulkarnain is targeting a 10-20% overall uplift this year, riding on strong seasonal momentum. In 2024, international visitors made up 30% of the total footfall, with the remaining 70% local. By 2025, the goal is to grow the share of foreign visitors by another 10%.

Related articles:
Saggirio wins regional PR mandate for Indonesia's design-led seaside retreat
Thailand's Dusit International bets on Labuan Bajo's tourism boom with luxury retreat
Labubu lands in Bali as Pop Mart bets on tourism-driven retail