How Taman Safari is rethinking being part of the conversation

Taman Safari Indonesia Group wants to reach visitors before they even know where to look. From wildlife videos shared by creators to recommendations exchanged on WhatsApp and answers generated by AI, the race to attract travellers is increasingly happening beyond a brand’s website.

For Alexander Zulkarnain (pictured), chief marketing officer of Taman Safari Indonesia Group, this means rethinking how the wildlife attraction builds visibility, connects with different audiences and turns interest into actual visits. Speaking at DMA Indonesia 2026, he argued that even the most polished website and effective search engine optimisation (SEO) cannot guarantee consideration if a brand is absent from the conversations shaping consumers’ decisions.

If we are absent from the conversation before the website visit, we may never enter the customer consideration set.

Operating nine parks and four resorts and welcoming approximately five million visitors annually, Taman Safari serves audiences with different motivations, from families seeking a day out to travellers looking for marine-life encounters. Zulkarnain said brands could no longer assume that one message would appeal to everyone.

His approach gives each channel a distinct role in moving consumers towards a decision.

With more than two million followers across its business-unit Instagram accounts, Taman Safari sees social media as a way to create demand by inspiring people to visit its destinations, while AI helps potential visitors weigh their options and find answers. Its website, meanwhile, is where that curiosity can translate into bookings.

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Matching destinations with different audiences

Taman Safari’s portfolio highlights why a one-size-fits-all marketing strategy may fall short.

Jakarta Aquarium appeals to visitors seeking a relatively convenient four-to-six-hour experience, while Taman Safari Bogor offers a more extensive wildlife encounter. Marine Safari Bali, meanwhile, caters to audiences interested in marine life. Across its parks, Taman Safari houses nearly 23,000 animals spanning 673 species.

These differences shape what customers need to know before visiting. Families, couples, groups of friends and international travellers may have different priorities, from convenience and activities to dietary requirements and the type of experience available.

“Every audience follows us for different reasons, and that is something we need to understand,” Zulkarnain said.

This makes audience relevance as important as reach. Rather than repeating the same message across every channel, brands need to communicate what makes each experience appropriate for different visitors.

Zulkarnain also emphasised the importance of delivering on the expectations created by marketing. “Our vision is for perception to meet reality,” he said.

Turning audience participation into discovery

Taman Safari is also encouraging visitors to extend its reach through their own content. Zulkarnain cited the group’s international animal photography and videography competition, which had attracted more than 10,000 participants through roadshows across Bogor, Solo and Prigen.

The initiative invites photographers and videographers to capture wildlife moments and share their work without being paid to participate.

“When a photographer or videographer captures a moment, a wildlife moment, the story does not end when they leave the park. It will spark something, be shared, and become part of their identity and their life,” Zulkarnain said.

By giving people a reason to participate creatively, the competition - called the IAPVC - allows wildlife experiences to generate content beyond Taman Safari’s own channels. It also connects the brand with audiences through personal stories rather than relying exclusively on conventional promotional messages.

Making AI useful to prospective visitors

As consumers increasingly use AI to research destinations, Taman Safari is focusing on question-led content, updated information and frequently asked questions to help people find relevant answers.

Zulkarnain said marketers should understand what makes customers hesitate, rather than simply listing a destination’s features.

He cited Varuna, the group’s Bali destination offering an underwater theatrical performance and dining experience, as an example of the importance of understanding visitor needs. Conversations with Indian travellers, he said, highlighted the value of clear information about dietary requirements and other considerations that could influence their decisions.

The approach reflects a broader shift from pushing promotional messages towards answering practical questions. Accurate, useful information can help prospective visitors assess whether an experience suits their needs, while official websites provide details to support their final decisions.

Connecting discovery with conversion

Managing multiple discovery channels also requires a clearer picture of how customers interact with the brand.

During the session, Zulkarnain said Taman Safari works with partners to consolidate information from different touchpoints into customer data profiles. These include online travel agencies, its website and social commerce platforms such as TikTok.

The group is also using agentic AI to support more connected interactions, including helping returning customers continue their journey based on previous conversations. However, Zulkarnain acknowledged that the system was still being developed.

For marketers, the challenge is to connect these interactions with measurable outcomes. Expanding a brand’s presence across platforms may generate attention, but understanding which touchpoints influence decisions is essential to improving conversion.

Technology must also support Taman Safari’s wider mission. Zulkarnain identified conservation, education, research and recreation as the group's four pillars, explaining that recreation provides an accessible way to communicate conservation messages.

Ultimately, he believes the future of brand visibility depends on more than appearing across digital channels. He said: 

Visibility is important. But how can we transform visibility into relevance? They are two different things.

“I cannot say what the next 10 years will look like, but my vision is that people today are becoming more educated and are getting more exposure to what they love about nature and wildlife.”

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