MIRI: A long-established wildlife attraction on the outskirts of the city is being given a new lease of life as part of wider efforts to strengthen northern Sarawak’s tourism offerings ahead of Visit Malaysia 2026.
Formerly known as the Miri Crocodile Farm Wildlife Park cum Mini Zoo, the attraction has officially been rebranded as Animal Wonderland, reflecting an ambitious transformation aimed at broadening its appeal to families, school groups and international visitors.
The initiative is being championed by Deputy Tourism, Arts and Culture Minister, Chiew Choon Man, who believes the attraction can become one of the region’s signature tourism products, particularly given its proximity to the Sarawak-Brunei border.
Speaking during the launch of the rebranding exercise today, Chiew said the move formed part of a larger strategy to revitalise existing attractions rather than relying solely on the development of new tourism products.
“Miri already has many unique attractions and experiences. The challenge is how we enhance and package them more effectively so they can attract more visitors and encourage longer stays,” he said.
The 22-acre attraction has operated for years as one of Malaysia’s largest crocodile farms, housing hundreds of crocodiles, including saltwater crocodiles, the rare Malayan gharial and an albino crocodile that remains a favourite among visitors.
Daily feeding sessions continue to be among the park’s biggest draws, offering visitors a close-up view of the reptiles in a controlled environment.
However, the rebranding seeks to position the attraction as more than just a crocodile farm.
Visitors can also interact with a variety of animals at the mini zoo, including goats and deer, while the facility’s sun bears are expected to attract additional attention following their selection as the mascot for Visit Malaysia 2026.
Tourism observers note that experiential tourism, particularly attractions that combine education, conservation and hands-on interaction has become increasingly popular among families travelling with children.
In line with that trend, plans are underway to develop a new Deer Park within the facility.
The proposed attraction will feature a large enclosed habitat where deer can roam freely, allowing visitors to interact with the animals at close range. The concept draws inspiration from Japan’s famous Nara Park, where free-roaming deer have become one of the country’s most recognisable tourism icons.
The development is expected to further enhance Animal Wonderland’s appeal as a family-oriented destination.
Beyond infrastructure improvements, efforts are also being directed towards education and community engagement.
To encourage more young people to learn about wildlife and conservation, Chiew, who is also Miri Member of Parliament, is sponsoring admission for 2,000 kindergarten and primary school pupils from across Miri.
Schools will be able to arrange educational visits directly with the attraction’s management, providing students with opportunities to learn about animals and environmental awareness outside the classroom.
The initiative aligns with growing recognition that tourism attractions can also serve as informal learning centres, particularly for children who may have limited exposure to wildlife.
The rebranding exercise has also included professional branding and marketing support, with consultants engaged to develop a new identity for the attraction and strengthen its market positioning.
Plans are additionally being explored to introduce a range of branded merchandise, enabling visitors to take home souvenirs while creating an additional revenue stream for the attraction.
Promotion efforts have also been intensified through collaborations with media organisations, radio personalities and social media influencers to raise public awareness of the revamped destination.
Industry stakeholders view the move as timely as Sarawak prepares to capitalise on increased tourist arrivals expected during Visit Malaysia 2026.
Miri remains one of the country’s key gateway cities, attracting visitors to destinations such as Mulu National Park, Niah National Park and the state’s northern coastline. Tourism operators believe strengthening secondary attractions within the city itself could encourage visitors to extend their stay and increase tourism spending.
For Chiew, the transformation of Animal Wonderland represents more than a name change.
It is part of a broader vision to unlock the potential of existing tourism assets, create new visitor experiences and reinforce Miri’s position as a leading tourism hub in northern Borneo.
As competition for tourist spending intensifies across the region, he said continued investment in product enhancement, branding and visitor experiences would be essential to ensuring Miri remains an attractive destination for both domestic and international travellers.
With Visit Malaysia 2026 on the horizon, Animal Wonderland is now hoping its own transformation will help place it firmly on the tourism map, offering visitors a wildlife experience that extends well beyond its crocodile heritage.
