The Milwaukee County Zoo will inspire public understanding, support, and participation in global conservation of animal species and their environment by creating a unifying bond between our visitors and the living earth and provide an environment for personal renewal and enjoyment for our guests by:

• Contributing to worldwide animal management, conservation, and research efforts
• Fostering sound physical, psychological, and social development for the animal groups in our care
• Sharing our knowledge with the intent to reinforce the human-animal-earth bond
• Improving the quality of our professional development, administration, and operating environment
• Striving for the financial self-sufficiency of the organization
• Continuing the public-private partnership with the Zoological Society of Milwaukee

The Milwaukee County Zoo will be a zoo of renown with a reputation as a leader in animal management, conservation, research, and education within a wholesome recreational environment, enjoying the admiration of the citizens of Milwaukee County as well as all zoo guests and other zoos of the world.