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A primary goal of zoos is to educate their visitors about global conservation efforts. Studying visitors' perceptions and attitudes towards captive and wild endangered species helps target conservation messaging. This is especially important in countries, such as Pakistan, where hunting and human–wildlife conflict pose the greatest threats to species. While there have been some studies about Pakistan's rural communities' perceptions, few studies have examined the perceptions of Pakistan's zoo visitors. We present data from exit surveys (n = 304) collected at three of the largest zoos in Pakistan (Lahore: an established zoo, Peshawar: a newly built zoo, and Jungle Kingdom: a theme park and zoo). Zoo location was a significant predictor for a range of attitudes, suggesting that the way a zoo presents itself strongly impacts visitor perceptions. Perceptions of learning were influenced by high biodiversity appreciation but a low confidence in knowledge about animals. Support for keeping animals in captivity was most likely when animal welfare was perceived as good and amongst respondents who valued biodiversity. Zoo-goers, regardless of location, demonstrated high levels of interest in animals and environmental concerns. However, the primary visit motivator was spending time with family and friends. [ABSTRACT FROM AUTHOR]