Zoos and aquaria have an ethical responsibility to ensure the welfare of the animals in their care. Developing and implementing an animal welfare strategy is central to fulfilling this obligation. An animal welfare strategy is a comprehensive framework that integrates animal welfare into all zoo operations, policies, and procedures, aiming to embed effective animal welfare practices across the entire organisation and extend these practices into the broader community. The strategy should reflect a clear ongoing commitment to animal welfare, incorporate the latest developments in animal welfare science, ensure an evidence-based approach, and be fully integrated into all policies and procedures. In addition, the strategy should provide a clear framework, measurable goals, and key performance indicators (KPIs), to ensure a structured, objective approach to animal welfare monitoring and enhancement. Creating a strategy involves nine key steps. Structuring the strategy around these steps through the lens of four primary domains: animal care; animal welfare assessment; communication; and evaluation, ensures a comprehensive institution-wide commitment to animal welfare. Once established, the strategy should be sufficiently flexible to ensure continued self-examination and improvement, and an ability to incorporate key insights from the rapidly developing field of animal welfare science. Implementing such a strategy requires sustained effort, strong leadership, and an organisational culture that supports shared values and continual improvement.