Entering the European market for bird watching tourism products

A destination with a diverse range of birdlife makes for excellent birdwatching. Destinations across Africa, Asia and Latin America offer some of the world’s best birdwatching opportunities. Using local guides who can identify birds in their natural habitats and promote appropriate behaviour is essential for developing successful birdwatching products. Conservation and sustainability are important issues for European birders. They will want to know that tour operators have a lot of experience in offering sustainable products. 

1. What requirements and certifications must birdwatching tourism products meet to be allowed on the European market?

The European tour operator market must follow several regulations to make sure its customers are safe and financially protected. To do business with the European market, you must line up your business processes with theirs to meet their expectations. European tour operators expect you to meet conditions set in a Code of Conduct and/or Terms of Business. Sustainability in all areas of tourism provision is essential for all European tourism suppliers. You must include sustainable actions throughout all your business activities. 

What are the mandatory and additional requirements that buyers have?

The mandatory and other requirements for food tourism services are common across the broader tourism sector. They include:

• The European Package Travel Directive
• General Data Protection Regulation (GDPR)
• Liability Insurance and Insolvency Protection

You can find out in the CBI’s What requirements must tourism services comply with to be allowed on the European market? The study will help you understand the legal, non-legal and common requirements that European tour operators must comply with. If you understand the requirements they are bound by and can adapt your business to meet their needs, they will be more likely to do business with you. It is important to European buyers that they can trust their suppliers to meet their needs and their customers.

What are the requirements for niche markets? 

The presence of interesting and varied bird life is the most important element for a birdwatching tourism business. Guides must be professionally trained, and experts in their field. All birdwatching businesses must be managed under sustainable principles. The conservation of birds and their habitats must be at the forefront of development. 

Have a presence of interesting bird species that birders want to view

The presence of interesting bird life is the main requirement for a birdwatching destination. So t is important that you know about the resident bird life in your region. Large numbers of identifiable species are appealing to European tour operators as they will help ‘sell’ their birdwatching holidays.

• An iconic species will help to bring your destination to the forefront of the birding community. It will attract large numbers of casual birders with an interest in native bird life. 
• An endemic species (birds only found in a particular region/area/country) will attract the enthusiastic and hardcore birdwatcher who wants to tick a bird off their list.
• Migratory species are also appealing, particularly those in large numbers. However, the behaviour of these birds is usually seasonal.

Figure 1: An iconic species like the keel-billed toucan in Costa Rica is a draw for birders

Source: Zdeněk Macheáček at Unsplash, 2019

South America, Asia and Africa are all excellent destinations for birdwatching. The biodiversity within these regions makes it a perfect home for a large number of bird species. The table below shows the high diversity of bird life in the top 20 countries for bird species. Colombia, Peru and Brazil have the largest numbers of birds in the world. Indonesia has the greatest number of endemic species and the most threatened species.

Table 1: Countries in the world with the most bird species 

Source: BioDB, 2025

You should research what birds can be seen in your destination and the best places to view them. Provide clear and detailed information about resident species to inform your European tour operator partners and independent birders. Point out iconic, endemic, or threatened species that they should look out for. You should be able to talk knowledgeably about the issues facing threatened species in your area. Explore bird life in your destination using the BirdLife International Data Zone tool.

Figure 2: Key Statistics - BirdLife International Data Zone

Source: BirdLife International Datazone, 2025

Prepare your birdwatching product carefully 

To attract European birders, you will need to plan your birdwatching experience carefully. While their overall objective is to view birds in their natural habitat, careful preparation can improve the experience for birders. This which may lead to positive reviews and word-of-mouth recommendations. When you are preparing suitable birdwatching tourism products for the European market, there are several factors to look at, These factor apply to day or multi-day trips with accommodation:

• Make sure that birding activities and routes are suitable for the type of birdwatching tourist. For instance, a casual birder may prefer to travel short distances to see a wider range of more common species. However, a hardcore birder may be more focused on ticking off the rare species that are harder to spot in a destination that is more remote.
• Make sure there is suitable infrastructure for viewing wildlife. This includes things such as bird hides, observation towers, canopy walks and trails. Boat trips are an option if your destination is coastal or on a lake/riverside.
• Create some large information boards on the biology of birds in your region. They should include information about their habitats, migratory and breeding patterns. Boards should also show any conservation/preservation efforts that are happening in your area/region.
• Be sure to tell your visitor what sort of binoculars they should bring, based on the location. 10 x 45 is best for jungles, which need as much light as possible. If you can offer to lend binoculars, this will add value to your offer. This is especially for the casual birder who may not possess specialist birding equipment.
• You could also record bird sounds to play to your guests before the trip so they can identify them more easily in the field. 
• Look into offering a birding checklist to your clients. This checklist should not only show the birds, but also any interesting animals and/or plant species they might expect to see on the tour.
• Make a calendar that shows the best time to visit for each species, especially if your destination lies on a migratory route.
• If birdwatching is not possible all year, offer trips that focus on nature or wildlife. This helps you appeal to general wildlife tourists. 
• Identify local festivals and other events that are focused on birds and wildlife, and promote these to your visitors.
• Display local arts, crafts and stories about local bird life and local conservation efforts.
• Provide basic yet clean and secure accommodation facilities for birders. Be aware that birders may behave differently from other tourists depending on the best time of day for birdwatching. For instance, dawn and dusk are sometimes the best times to view certain species, so consider offering early breakfasts and/or being flexible about mealtimes.
• Offer other activities for birders to enjoy during downtime. Most birders are also interested in the local culture. They will enjoy cultural tours, workshops run by local communities, archaeological excursions or other wildlife watching activities.

Provide knowledgeable guides

The best birdwatching trips are those done by guides that are knowledgeable, personable and inspirational. Good guides are a very important part of a birding trip, to give birders the best chance of seeing specific birds. Be aware that the quality of a guide can make or break the experience. They should be professionally trained and have excellent knowledge about the birds that can be seen at your destination, such as their behaviour and historical information.

BirdLife International offers bird guide training in multiple areas. Contact your local BirdLife office to see if they offer any training in your country. For example, BirdLife South Africa trains community bird guides. The Africa Institute of Tourism and Field Guiding also offers a Bird Guide Training Course that has 3 levels. In Colombia, the Laguna de Santa Rosa Foundation offers different guiding courses led by volunteers. 

Guides must be able to speak the language of the visitors to a good level. If they are also knowledgeable about the local flora and fauna, it will positively impact the birders’ experience. A local photography expert may also add value to a birder’s experience.

Establish conservation and best practice policies

Conservation of habitat and preservation of species are the most important considerations for a birding destination. Birders are usually more concerned about conservation and sustainability than other groups of visitors. It is important to show what eco-friendly activities you are doing to promote the best conservation practices in your business. If you sell your birdwatching trip to European tour operators, they will also want to be sure that you are actively working to protect the birds that live in your area and conserve the habitat.

You should make sure that your visitors are aware of your best practice policies. Create your own Birdwatcher’s Code of Conduct that covers the following:

• Welfare of the birds comes first – this is the most important factor that all birders must follow, whether their interest is photography, sound recording, scientific study or just birdwatching.
• Habitat protection – to make sure that visitors’ activities do not cause damage.
• Keep disturbance to a minimum – while birds’ tolerance of disturbance varies between species and season, it is best that there is as little disturbance as possible. This includes disturbing nests, as it may allow predators to take eggs or young chicks. Visitors should also avoid chasing birds to get a better look, or trying to attract them using an audio recording.
• Do not collect any biological material – whether old nests, plant samples, broken eggs and so on.
• Keep to the marked trails – to make sure the environment is protected and maintained for birds and wildlife
• Camping is not allowed – make sure visitors are informed where they are able to camp.
• Wear suitable clothing and footwear for the conditions – such as wet weather gear, long trousers, sturdy walking boots or shoes. Neutral colours are often a good idea, so you blend into the natural surroundings.

The Code of Birding Ethics, developed by the American Birding Association (ABA), offers guidelines on how to promote respectful and thoughtful birding. You can download a PDF of the Code in English, Spanish or French. 

Be a sustainable birdwatching provider

Birdwatching tourism activities should be created under sustainable, responsible and ethical principles. This makes sure that there is little negative impact on the resident birds and wildlife, environment and communities. You should also manage your business sustainably, and make sure that you encourage your guests to travel responsibly. Being sustainably certified is an excellent way to prove your sustainability credentials.

As a tour operator, there are several sustainable certification schemes that you can apply to for your business. The schemes Travelife for Tour Operators, TourCert and Green Destinations’ Good Travel Seal for businesses are well-known in the European market.

Some countries, like Costa Rica, have their own sustainability schemes. Other countries issue sustainability guidelines to support practices of inbound tour operators and accommodation providers, such as India’s Sustainability Tourism for India. To find out whether there are similar schemes or guidelines in your country, consult the website of your Ministry of Tourism and/or National Tourist Board. This lets you see what information is available to help you on your way towards certification.

You should use these CBI studies to help you build your knowledge about sustainability in tourism. They also let you find out what practical steps you can take to incorporate it into your business: 

• How to be a sustainable tourism business
• 10 tips to go green in the tourism sector

• 9 tips on how to become more socially responsible in the tourism sector

2. Through which channels can you get birdwatching tourism products on the European market?

Direct sales, European tour operators and OTAs are the major sales channels for the large and diverse community of European birdwatchers. A website is essential for birders and FITs (Fully Independent Travellers) who make their own travel arrangements. Birders also use a wide range of birding apps to identify and record bird sightings,. They also use these apps to find the best places to birdwatch. 

How is the end-market segmented?

Birdwatchers from Europe are mostly aged 40-70, well-educated, have a lot of money and are interested in other wildlife too. There are many reports saying that birdwatching is gaining popularity among younger generations, especially those aged 35-44. 

The UK and the Netherlands are the largest markets for birding in Europe. Most European birdwatchers are usually members of a local birdwatching association. One example is the RSPB, the largest wildlife conservation charity in Europe. It has 1.2 million members. There are 3 basic profiles of birdwatchers: hardcore birders, enthusiastic birders and casual birders.

Through what channels do birdwatching tourism products land on the end market?

Sales channels used by birders vary according to traveller type. Hardcore birders have specific needs and are likely to use specialist birding tour operators or make their own plans if they are looking for a particular species. They are also more likely to travel with a specialist guide who is either the European tour operator or contracted to the operator.

Enthusiastic and Casual birdwatchers are more likely to use traditional sales channels of specialist, adventure or general tour operators that may or may not include other activities within the trip. FITs who make their own plans may use a combination of sales channels, including Online Travel Agents (OTAs) and direct sales.

Figure 3: Sales Channels for birdwatching tourism products

Source: Acorn Tourism Consulting, 2025

An explanation of the major channels is as follows:

Direct Sales

Direct sales are made directly through your website, over the phone or via walk-ins to an office. Having a website is essential these days. Birders use the internet widely to research birds and trips. If they can find your business, they are more likely to book. 

Specialist Birding Operators

Specialist Birding Operators are usually smaller tour operators. They are often managed by specialist birders who also lead the tours. These operators are very experienced and know the market for birding tours well. Usually, they work to an annual tour listing which is seasonal around migration, breeding and the optimal seasons to travel to a region. Most operators run one or two trips a year to each destination.

The UK and the US are the major markets for specialist birding operators. But as these people travel globally, tour operators reach the broader European market. Tour operators include Birdquest Tours, Oriole Birding and Heatherlea in the UK, and Birding Breaks (Netherlands), IC Naturreisen (Germany), AviFauna Naturresor (Sweden) and Ornitour (Italy).

European Tour Operators

The European market for tour operators is very competitive. Wildlife trips are common and often include iconic bird life or species that can be commonly seen on the list of species to watch out for. Think Galapagos, Wildfoot, and The Travelling Naturalist all offer combined trips. 

Online Travel Agents (OTAs)

OTAs are the fastest-selling online channels for travel experiences. Viator is the world’s largest, owned by Tripadvisor and lists birdwatching as a search option. Responsible Travel is an OTA for multi-day trips and promotes a range of wildlife and bird watching holidays.

Online forums and apps used by birdwatchers

You should also be aware that birders use a large number of online forums and apps. They mostly use them to find out about birds, record their sightings, research specialist equipment and find good birding locations. 

• Fatbirder – a forum linking birders worldwide. It has a travel section with a listing of tour operators and bird fairs.
• Birdforum – the largest birding community online, with thousands of members from all over the world. 
• BirdingPal – a forum for birders to meet up and travel together. 
• Merlin Bird ID – a global app developed by the Cornell Lab of Ornithology. It is good for identifying birds, and one of the most-used birding apps in the world
• eBird – a global birding database and checklist where birders can record their sightings. Birders can also explore birding hotspots. It was developed together with Audubon and Cornell. 
• Audubon – the National Audubon Society’s bird identification app. It is focused on birds found in North America.
• Birda – a social networking app that lets birders record sightings and take part in challenges. 

Figure 4: Comparison of birdwatching apps for the UK

Source: Birda, 2025

You should also be aware of Global Birdfair, the UK’s biggest birding festival, hosted every year. Birders from all over the world come to the fair to celebrate birds and birdwatching. Specialist tour operators also exhibit at the fair. So, it could be worth visiting, or researching the exhibitor list for contacts.

What is the most interesting channel for you?

European tour operators, OTAs and direct sales are all interesting sales channels for you to think about. People who make direct sales are often FITs. To attract FITs, you must have a strong online presence with a website and social media accounts. You should understand the difference between each buyer type and how to do business with each. 

3. What competition do you face on the European birdwatching tourism market?

The competition for birdwatching tourism is very high. Developing countries are home to some of the world’s best and most exciting birdwatching experiences. This means there are plenty of opportunities for local tour operators to get involved in the sector. Long-term conservation of birds and their habitats are one of the most important factors of development. 

Which countries are you competing with?

There are many excellent destinations for birdwatching throughout Africa, Asia and Central/South America. Those countries with high levels of diversity are obvious contenders for competing destinations, as birders will want to see many species on one trip. The top competing countries for birdwatching tourism are Brazil, Colombia, Peru and Sri Lanka.

Brazil

Brazil has several excellent birdwatching areas, one of which is the Pantanal. This is an incredible ecosystem that has around 656 bird species. Highlights include the jabiru, greater rheas and more than 24 species of hawks, eagles, kites, and sometimes, nesting harpy eagles. The Atlantic coast in southern Brazil, with its varied altitudes, is home to a wide range of bird life, including almost 200 endemics. 

Birdwatching tourism is seen as important to protect the country’s high diversity and protect natural environments from destruction. The birdwatching tourism market generated a revenue of US$2.2 billion in 2024. It is expected to reach US$2.9 billion by 2030 – a CAGR of 4.8%. In revenue, Brazil made up 3.3% of the global birdwatching tourism market in 2024. The country is the leading market in Latin America. 

Colombia

Colombia is ‘the birdiest country on Earth’, and birding has become one of Colombia’s top tourism exports. Bird diversity in Colombia is very high and accounts for approximately 20% of all bird diversity worldwide. It also has the most hummingbird species in the world, with 165 species of the 355 that live on the American continent. There are also 24 species of toucan, 57 types of colourful parrot and macaw, six of the world’s 7 vulture species, and many kingfisher, trogon and warbler species.

Birding has been identified as an important niche for tourism development. The Northern Colombia Birding Trail project was developed in 2018 by Audubon in conjunction with Colombian country partner Asociación Calidris and funded by USAID. The programme also involved training local guides, developing English-speaking guides and working alongside local communities to conserve birds and habitats through bird-focused tourism. Audubon’s commitment to investing in training local, young guides is a further key activity to support development and prevent habitat destruction. 

Peru

Peru is home to 19% of the world’s bird species, and the most popular destination for birders is the Manu National Park. Like Colombia, the country has a diverse range of birdwatching areas from cloud forests and the Amazon, Pacific coastal spots and the Sacred Valley. Colca Canyon is the best place to see the Andean condor, also Peru’s national bird.

Figure 5: Andean Condor at Canyon del Colca

Source: Jean Vella, Unsplash, 2019

Birdwatching tourism in Peru is an ecotourism activity, and there is a wide range of birding and ecolodges with knowledgeable guides. The Tambopata National Reserve is a conservation hotspot in southern Peru and home to 600 bird species. This includes hundreds of colourful macaws, which feed from steep clay licks. Other highlight species include the Andean cock-of-the-rock, scarlet-banded barbet, long-whiskered owlet and marvellous spatuletail.

Ecotourism in Peru is often managed by local communities who run successful lodges and provide bird and wildlife watching trips in the Peruvian Amazon. The Ese Eja Native Community of Infierno and Peruvian operator Rainforest Expeditions jointly manage the Posada Amazonas Lodge. It is located on land on the banks of the Tambopata River that was returned to the community in the 1970s. The lodge has proven to be highly successful, and the long-term goal is 100% community management.

Figure 6: Posada Amazonas Lodge

Source: Rainforest Expeditions, 2025

Sri Lanka

As a small country, Sri Lanka has an extremely diverse bird life of 439 species, of which 11% are endemic. It is well-known as a birding destination to view exotic photogenic birds. It is also located on a migratory route for terrestrial and sea birds heading south from as far north as Siberia.

Sri Lanka’s main bird sanctuary is the Kumana National Park, while the Bundala National Park on the country’s southern tip hosts huge flocks of flamingos, herons and storks. Most birdwatching happens in the south of the country, which offers a variety of habitats from rainforests full of endemic species, high cloud forests and savannah.

Which companies are you competing with?

Local birdwatching tour operators and guides that serve the competitive market are widespread. Most of them stand out in their knowledge and guiding skills. They promote their sustainable credentials widely. Use these profiles to make decisions about your own business and research other local operators to build your knowledge.

Companies in Brazil

Brazil Birding Experts specialises in creating personalised birding tours all over the country. The operator uses lots of images, with success. Its tours are segmented by region, and each tour can be expanded. Prominent links are provided to invite the user to customise their trip or browse testimonials. The website also features detailed biographies of the birding guides. This is a good idea as it offers a personal link. Birders like this.

Avesfoto Birding Tours specialises in birding and photography tours in 22 destinations in northeastern Brazil. All tours are organised and led by one guide who is an expert at finding elusive species. As there is just one guide, tours are customised and private, and testimonials describe the outstanding quality of the guiding. To appeal to customers, the website could be updated to include more inspirational bird images and videos.

Companies in Colombia

Manakin Nature Tours offers birding and wildlife tours in more than 95 nature locations across 30 different routes in the Andes, Choco, Santa Marta Mountains, Amazon, Caribbean and Pacific regions. The operator supports several conversation programmes. The Manakin Birding Club project recruits new Colombian birdwatchers. It also supports people with limited resources to take part by offering money and equipment. The operator is also involved in conservation projects through buying land for preservation purposes.

Colombia Birdwatch offers birding and bird photography tours. Based in Cali, tours are accompanied by one or more professional tour guides, departure dates are set, and groups are a maximum of 8. Birding routes are clearly outlined through simple infographics, and each route gives full details about the trips, the birds, and the destinations visited. Colombia Birdwatch operates under sustainable principles, supporting local guides, operators and communities, and supports conservation projects. It follows the ABA’s Code of Birding Ethics. 

Companies in Peru

Manu Birding Lodge (MBL) was ‘built for birders by birders’ and is situated by the Manu National Park on the banks of the Madre de Dios River. The park has the highest biodiversity of any protected area in the world. The lodge sits by a private reserve of more than 500 hectares of pristine Amazon and is jointly owned by Amazon Birding and MBL, non-profit organisations involved in rainforest conservation. 

The Lodge offers a range of tours, including to the famous clay licks, hummingbird garden, canopy tower and giant otters swimming in OxBow lakes. It also promotes volunteer opportunities, monitoring and researching local wildlife. On its website, the Lodge features a selection of videos and bird checklists. The Lodge also promotes its services on Bed & Birding, a network of bird-friendly accommodation providers. 

Birding Expeditions Peru is a local tour operator with a strong USP (Unique Selling Point). It is committed to offering clients the opportunity to view unique birds and enjoy an enriching and responsible experience. It offers 4 clear services – local expert guides, well-located lodging, experienced drivers and Peruvian cuisine. It has an attractively designed website and makes good use of images and videos. The website shows Tripadvisor awards and customer testimonials on the home page. It also uses simple infographics to convey simple but important messages to customers.

Figure 7: Get to know – Birding Expeditions Peru

Source: Birding Expeditions Peru, 2025

Companies in Sri Lanka

Best of Lanka offers birding tours within its portfolio of tourism trips that last from 1 day to 17 days. The operator has been awarded Tripadvisor Travelers’ Choice Award. It has also partnered with Travel Local, a global directory of local guides. Best of Lanka advertises its responsible criteria very clearly, providing good reasons why travellers should select them. This is a good idea to show travellers that there are strong local credentials. 

Figure 8: Why Travel with Best of Lanka

Source: Best of Lanka, 2025

Walk with Jith is a leading local wildlife and birding tour operator in Sri Lanka. Prasanjith Caldera is a highly experienced trekker and birder who personally prepares travel itineraries for his customers. The website features very detailed information about the best places to view birds, along with species information. Although birding is the main focus for the operator, photography, wildlife and nature trips are also offered. This helps to diversify the offering for customers.

Several guides operate tours, and the organisation is recognised as a bird-friendly facilitator by the Field Ornithology Group of Sri Lanka, the Sri Lankan affiliate of BirdLife International. Birding trip reports by customers are a feature on the website, arranged by country. There are also several video trip reports, and all reports can be sorted. A large database of trip reports such as this gives the operator great credibility.

Which products are you competing with?

Your main competing products are wildlife tourism, nature and ecotourism, and adventure tourism. All niches are very competitive. If you can add value by adding elements of wildlife watching and/or adventure activities to your travel product, it is likely to attract other traveller types.

4. What are the prices of birdwatching products in the European market?

Birdwatching itself is an inexpensive, low-impact activity. But a holiday organised by a specialist tour operator can be an expensive trip for a European birder, especially to destinations that are less travelled to. Trips usually involve following a route, often to more remote or inaccessible places, and rely on a range of locally provided services. Owing to the distance travelled and the specialist nature of the trip, they usually last for at least two weeks.

Most European tour operators arrange birding trips to a particular country once or twice a year, moving on to other destinations at different times of the year. This is a particular reflection of the needs of hardcore and enthusiast birders who like to ‘tick’ birds off their lists, and also the nature of the market, which is highly specialised.  

Birdwatching is often affected by seasonality, as many birding trips are dependent on being able to view birds’ migratory and/or breeding habits. Dry or wet weather can also affect the timing of birding trips, and many operators recommend birding trips during the more favourable months. 

There is also a strong market for day or part-day birdwatching trips to areas where there is a good diversity of bird life. These will usually be within easy reach of a tourism hub, like a city. Local birding guides usually operate these trips. 

Table 2: Birding holidays price comparison

Source: Acorn Tourism Consulting, 2025

Acorn Tourism Consulting Limited carried out this study on behalf of CBI.

Please review our market information disclaimer.

Disclaimer: The statistics quoted throughout this study come from a range of sources. Because of variations in data collection and presentation methods, figures may not always be directly comparable.