They are supposed to be bullet holes, it's all to do with the central/south American 'ranch/hunter/conflict' theme. When looked at in context of the rest of the building it makes much more sense and actually looks very good. Spirit of the Jaguar has always been one of my favourite parts of the zoo, these changes have potentially rocketed it to top spot.
The word atenção is portuguese, so most likely themed to be in Brazil. I've not yet been to the revamped Spirit of the Jaguar but I'm loving the attention to detail visible in some of the photos. Just a shame they missed the tilde in the word 'atenção'.