Joanne Hammick started her new role last week and brings with her extensive experience in the hospitality sector, having served as General Manager of Studley Castle, part of the Warner Hotels group previously.

With over 20 years in leadership roles, her strategic vision and deep industry knowledge are expected to further elevate the tourist attraction’s success.

Joanne said,

“I am honoured and excited to step into the role of Managing Director at West Midlands Safari Park. As someone who has long admired the Park’s dedication to conservation, education and providing memorable experiences for its guests, I look forward to leading such a great team. 

"Together, we will continue to focus on the Park’s commitment to sustainability and wildlife preservation while creating even more engaging experiences for our guests. The future is filled with opportunity, and I am thrilled to be a part of it as we build upon the rich legacy of this incredible Park.”

Joanne is the first female Managing Director the Park has had in its 51-year history and her appointment comes at a pivotal time for West Midlands Safari Park, following its recent rebrand aimed at enhancing guest experiences and modernising its brand identity.

In her new role, Joanne will focus on driving sustainable growth across all facets of the Park, including expanding the thriving accommodation arm, Safari Lodges, and strengthening its venue hire presence in both the corporate and public sectors.

She will also oversee strategic initiatives to position the Bewdley attraction as a top wildlife destination for family recreation, events, and overnight stays, adding to the Park’s unique offerings and reputation as a premier tourist destination.

Joanne replaces former managing director, Chris Kelly, who retired in October of this year, after having the responsibility of leading the Park through major developments since 2020.

More information is available on the Park’s website: www.wmsp.co.uk