Sydney Zoo has announced a new executive leadership team, appointing Michael Kelly as CEO and Michelle Rowling as head of marketing, as the attraction enters a significant new phase of growth following its acquisition by Hammons Holdings.
Both appointments commenced in December 2025 and signal a renewed focus on visitation growth, immersive experiences and alignment with the broader Hammons Holdings tourism portfolio.
Michael Kelly joins as CEO
Michael Kelly brings extensive experience across conservation-led tourism and major visitor attractions.
He joins Sydney Zoo after leading Currumbin Wildlife Sanctuary through a period of strong visitation and revenue growth, alongside the expansion of environmental programs and award-winning guest experiences.
Kelly later oversaw major transformation projects for the National Trust of Queensland, including the launch of Astra Lumina Gold Coast, and has previously served on the board of the Zoo & Aquarium Association of Australasia.
Sydney Zoo said Kelly’s background positions him well to guide the attraction through its next chapter, balancing conservation outcomes with commercial growth.
Michelle Rowling appointed head of marketing
Michelle Rowling joins from Luna Park Sydney, where she served as head of sales and marketing.
She brings more than 15 years’ experience across tourism and entertainment, delivering large-scale destination marketing campaigns, major cultural events and brand-led growth initiatives.
During her tenure at Luna Park, Rowling led campaigns including the sold-out 90 Years of Fun celebration and a portfolio of seasonal programs spanning Lunar New Year, Eid and New Year’s Eve.
At Sydney Zoo, she will lead brand, marketing and visitor engagement strategies as the attraction looks to broaden its reach across domestic and international audiences.
Backed by Hammons Holdings acquisition
The leadership changes follow Sydney Zoo’s recent acquisition by Hammons Holdings, which also owns BridgeClimb Sydney and Scenic World in the Blue Mountains.
David Hammon, group CEO of Hammons Holdings, said the appointments reflect the group’s long-term investment in Australian tourism.
“We are delighted to welcome Sydney Zoo into the Hammons Holdings family of attractions and have Michael and Michelle join our leadership team,” Hammon said.
“They bring proven tourism expertise and their leadership will help shape our long-term vision for conservation, immersive experiences, community connection and unforgettable wildlife moments.”
Looking ahead to Western Sydney growth
As one of Australia’s major zoos, Sydney Zoo plays a growing role in the NSW visitor economy, welcoming families, schools, community groups and international visitors year-round.
Under its new leadership team, the zoo will assess future expansion opportunities, including the Western Sydney Parklands Bunagrarribee Tourism Hub EOI, while strengthening collaboration across Hammons Holdings’ attractions.
The move comes ahead of the opening of Western Sydney International Airport next year, which is expected to further boost visitation across the region.