This study addresses the research question “How can zoos be enabled to define and position their role in nature conservation and explore different strategic scenarios while gaining insight into their operational and stakeholder implications?”. Diergaarde Blijdorp (hereafter ‘Rotterdam Zoo’) serves as the primary case organisation. The study employed a mixed-methods approach combining literature review, historical and trend analysis, case study research, stakeholder interviews, and participatory design.

Zoo transformation: The study investigated how the role of zoos has historically developed, Rotterdam Zoo’s current positioning, and emerging trends creating both pressures and opportunities that necessitate a transformation away from the traditional entertainment-based zoo model. This transformation is driven by changing public perceptions, financial sustainability challenges, and evolving nature conservation expectations. Zoo transformation is inevitable rather than optional, with zoos facing a fundamental choice between nature conservation leadership or risking a decline in relevance. The ‘One Plan Approach’ (coordinated conservation across captive and wild populations) offers a proven framework for transformation, but requires fundamental organisational change. Long-term legitimacy and relevance depend on zoos’ ability to redefine their institutional purpose and align all operations with clear nature conservation goals.

Masterplan 2050: Rotterdam Zoo’s strategic response to these transformation pressures is outlined in their Masterplan 2050, which aims to transform the zoo into a nature conservation and restoration organisation. The analysis explored what the strategic challenges and trade-offs would be that complicate its implementation. It became apparent that the zoo has clear nature conservation intentions, but their main challenge is to translate these ambitions into concrete strategic choices. Operational frameworks need to be developed to support this transformation across areas including animal collection strategy implementation, revenue diversification, and practical approaches to in situ nature conservation work. Rather than expanding further, the challenge now lies in narrowing focus and a wider need for structured decision-making.

Case study: A key question is how nature conservation or restoration commitments translate into effective in situ practice. A case study was performed to learn from the approach taken by the Rotterdam Zoo-led coral reef restoration programme called RoffaReefs on Bonaire, and to identify what factors are important for successful nature conservation initiatives and partnerships. This case study reveals that successful nature conservation requires designing for socio-ecological ecosystems; it must simultaneously address natural processes, scientific understanding, and human social dynamics. This finding fundamentally challenges approaches that prioritise technical solutions only. Moreover, authentic nature conservation requires genuine partnership development with local stakeholders (community co-ownership) and commitments to be aligned with organisational capabilities.

Decision support tool: Results of the research have been translated into the design of a strategic decision-support tool (“Zoo Nature Conservation Choice Compass”) that supports zoos in defining and positioning their role in nature conservation by exploring different transformation scenarios, gaining insight into operational and stakeholder implications. Through iterative co-creation sessions involving Rotterdam Zoo and RoffaReefs stakeholders, the choice compass concept was refined and validated, with development of testing protocols, integration methods, and recommendations for continued validation and implementation.

The resulting choice compass successfully bridges the gap between nature conservation aspirations and operational reality, providing zoos with concrete frameworks for strategic decision-making, and supporting Rotterdam Zoo's transformation towards its 2050 conservation objectives.