Milwaukee County Zoo says reaccreditation maintained, outperformed national attendance decline

Amos Morris, executive director of the Milwaukee County Zoo, presented the zoo's 2025 annual report and said the institution met its reaccreditation standard in 2024 and will go up for reaccreditation again in 2029. "Our vision is a world where wildlife and people thrive," Morris said as he outlined the zoo's strategic commitments to care, connect and conserve.

Zoo staff said they limited attendance losses to 2.5% in 2025 while reporting zoos nationwide experienced an 18% decline. They also reported that 34% of advertising impressions were directed toward diverse or underrepresented audiences (exceeding the 20% goal) and highlighted 119 accessibility days and other initiatives intended to stabilize visitation and broaden community engagement.