Birdwatching Tourism Market Size, Share & Trends Analysis Report By Traveler Type (Hard Core Birders, Enthusiastic Birders), By Age Group, By Group, By Region, And Segment Forecasts, 2024 - 2030

Birdwatching Tourism Market Size & Trends

The global birdwatching tourism market size was estimated at USD 62.73 billion in 2023 and is projected to grow at a CAGR of 6.2% from 2024 to 2030. Birdwatching tourism, also known as avitourism, a niche segment within the broader ecotourism industry, has experienced significant growth in recent years, driven by increasing environmental awareness and a desire for sustainable travel experiences. This form of tourism appeals to a diverse demographic, ranging from avid birdwatchers to casual nature enthusiasts who seek to explore the natural habitats of various bird species.

The rise of birdwatching tourism can be attributed to several factors, including enhanced global connectivity, which has made remote birding hotspots more accessible, and the proliferation of information through digital platforms, enabling travelers to discover and plan birdwatching trips more efficiently.

In 2022, approximately 96 million people in the U.S., representing more than 35% of the population aged 16 and over, engaged in activities such as observing, feeding, or photographing birds; visiting public parks to view birds; or maintaining plantings and natural areas around their homes to support birdlife. These striking figures are drawn from the latest Survey of Fishing, Hunting, and Wildlife-Associated Recreation by the U.S. Fish and Wildlife Service (USFWS). Notably, the estimated number of birdwatchers has more than doubled since the previous survey conducted by the USFWS in 2016, highlighting a significant surge in interest and participation in birdwatching activities.

This increased participation in bird-related activities is likely to drive the development of specialized tours, excursions, and accommodations designed to meet the needs of this large and engaged audience. Consequently, the market is expected to see robust growth, supported by a strong and increasing base of enthusiasts who seek to combine their passion for birding with travel experiences.

The economic impact of birdwatching tourism is substantial, contributing to local economies by creating demand for guided tours, accommodations, and related services in often underdeveloped or rural areas. Communities near key birdwatching sites have capitalized on this growing interest by developing infrastructure and offering tailored services that cater to birdwatchers. This includes the establishment of birding lodges, guided bird tours, and the creation of birdwatching trails, which not only generate income but also promote conservation efforts by highlighting the importance of preserving natural habitats. As a result, birdwatching tourism has become a critical component of sustainable tourism strategies in many regions.

Another significant driver of growth in birdwatching tourism is the increasing participation of women and younger travelers, diversifying the demographic profile of birdwatchers. This shift has expanded the market, encouraging the development of products and services that appeal to a broader audience. In addition, the growing popularity of birdwatching festivals and events has further fueled interest in this form of tourism, providing opportunities for enthusiasts to gather, share experiences, and learn from experts. These events also serve as a platform for promoting bird conservation initiatives, which resonates with the values of the modern traveler who seeks meaningful and responsible travel experiences.

Technology has played a pivotal role in the expansion of birdwatching tourism, with the advent of bird identification apps, online birdwatching communities, and social media platforms that allow birdwatchers to connect, share sightings, and plan trips. Apps, birdwatching platforms such as Fatbirder.com and eBird, along with social media platforms like TripAdvisor and Instagram, have become increasingly influential, particularly among younger tourists. Positive reviews and reported bird sightings on these platforms are crucial for attracting birdwatching tourists. Birding enthusiasts utilize these tools for inspiration when selecting travel destinations, often influenced by recommendations from friends and family on social media. Platforms like Fatbirder, eBird, and social media have made birdwatching more accessible and engaging, particularly for novice birdwatchers who may have previously found the activity daunting. Moreover, the integration of technology in birdwatching tourism has enabled tour operators to offer more customized and interactive experiences, such as virtual birding tours and augmented reality bird identification, further enhancing the appeal of this niche market.

The conservation aspect of birdwatching tourism cannot be overstated, as the activity inherently promotes the protection of bird species and their habitats. Birdwatchers, driven by a passion for avian life, often contribute to conservation efforts through donations, participation in citizen science projects, and support for local conservation organizations. This symbiotic relationship between birdwatching tourism and conservation has led to the preservation of critical bird habitats and the protection of endangered species, which in turn sustains the growth of the industry. As environmental concerns continue to rise, the demand for conservation-focused tourism experiences, such as birdwatching, is expected to grow.

In the coming years, the future of birdwatching tourism appears promising, with increasing interest from emerging markets and a growing emphasis on sustainable travel practices. As global travel rebounds post-pandemic, birdwatching tourism is likely to see a resurgence, particularly in regions with rich biodiversity and well-preserved natural environments. However, the industry will need to navigate challenges such as habitat degradation and the impacts of climate change, which could threaten bird populations and their ecosystems. Nevertheless, with continued investment in conservation and sustainable tourism practices, birdwatching tourism is poised for long-term growth, offering unique and enriching experiences for travelers while contributing to the preservation of our planet's avian diversity.

Traveler Type Insights

The enthusiastic birders captured a market share of 56.46% in 2023. Heightened global awareness of biodiversity and conservation has sparked greater interest in observing avian species in their natural environments. Birdwatching offers a unique and immersive experience that appeals to travelers seeking meaningful interactions with nature. According to statistics published by the Southern Research Station, a division of the U.S. Forest Service's Research and Development organization, birding enthusiasts in the U.S. engage in birding-related trips and activities an average of 50 times per year. This data underscores the strong enthusiasm among birding travelers, which is a significant driver of market growth.

Advancements in birdwatching technology, such as improved optics and digital tools, have enhanced accessibility and the overall experience. In addition, the emphasis on eco-friendly and sustainable travel has fueled demand for avitourism as birders increasingly seek destinations that align with their environmental values.

The participation of casual birders in birdwatching-related tours is anticipated to grow at a CAGR of 7.0% from 2024 to 2030. The growing appeal of outdoor recreational activities has led to a wider interest in birdwatching as an accessible and enriching experience. The rise in eco-consciousness has prompted more casual travelers to seek nature-based activities that align with sustainable tourism practices. The availability of guided tours and educational resources tailored to beginners has also made birdwatching more approachable for those with limited experience, further driving demand in this segment.

Age Group Insights

In 2023, travelers aged 35 to 54 accounted for a revenue share of 42.05% of the market. The growth is mainly driven by a blend of economic stability, lifestyle preferences, and evolving travel behaviors. This demographic typically enjoys higher disposable income and greater flexibility in managing work-life balance, enabling them to invest in specialized travel experiences such as birdwatching. Behaviorally, this age group is characterized by a strong preference for meaningful and enriching activities during their travels. They seek experiences that offer both relaxation and intellectual stimulation, making birdwatching an ideal pursuit. Moreover, the growing awareness of environmental sustainability within this cohort has led to a heightened interest in eco-friendly tourism options, where birdwatching serves as a perfect intersection of nature appreciation and responsible travel practices.

The participation of travelers aged 65 and older is anticipated to grow at a CAGR of 7.5% from 2024 to 2030. Travelers in this age group often exhibit a desire to connect with nature in a way that provides a deeper understanding and appreciation of biodiversity. Their travel behavior increasingly reflects a shift from conventional leisure activities toward those that offer a sense of purpose and fulfillment. This trend is further supported by the availability of sophisticated birdwatching tours and tailored experiences that cater to their specific needs, such as guided excursions with expert ornithologists and comfortable accommodations that balance adventure with luxury.

Group Insights

In 2023, the couples segment represented a revenue share of 37.45% in the market. The growing trend towards experiential travel has led couples to seek unique and meaningful activities that foster connection and shared experiences. Birdwatching offers an opportunity for couples to engage in a peaceful, immersive environment that enhances their appreciation of nature while strengthening their bond.

The rise in eco-consciousness has prompted many couples to prioritize sustainable travel options that align with their values. Birdwatching aligns with these principles, as it promotes wildlife conservation and environmental stewardship. In addition, the availability of tailored birdwatching packages that cater to couples-such as guided tours, romantic accommodations, and exclusive experiences-has made it more appealing for them to participate.

Solo birdwatching tourism is projected to experience a CAGR of 7.2% from 2024 to 2030. Solo travelers are increasingly seeking immersive and enriching experiences that allow for personal exploration and connection with nature. Birdwatching provides a unique opportunity for individuals to engage in a tranquil environment, fostering mindfulness and enhancing overall well-being.

In addition, the rise of the digital nomad lifestyle and remote work arrangements has enabled more individuals to travel independently, often prioritizing experiences that align with their interests in sustainability and wildlife conservation. Solo travelers are drawn to the flexibility of birdwatching tours, which offer tailored itineraries and opportunities for self-discovery. Furthermore, the growing availability of resources such as guided tours, mobile apps, and online communities has made birdwatching more accessible and appealing to solo adventurers. These factors collectively contribute to the projected increase in participation among solo birdwatching tourists.

Regional Insights

The birdwatching tourism market in North America held a share of 27.79% of the global revenue in 2023. The region's diverse ecosystems and rich avifauna provide a unique and attractive setting for birdwatching enthusiasts. North America is home to a wide variety of bird species, which draws both domestic and international travelers seeking immersive nature experiences. In addition, there has been a significant increase in environmental awareness and conservation efforts among the general public. As more individuals recognize the importance of preserving biodiversity, birdwatching serves as an engaging way to promote environmental stewardship and appreciation for wildlife.

U.S. Birdwatching Tourism Market Trends

The birdwatching tourism market in the U.S. is expected to grow at a CAGR of 7.2% from 2024 to 2030. The birdwatching industry extends far beyond a niche hobby, emerging as a substantial economic driver in the U.S. According to the National Oceanic and Atmospheric Administration (NOAA), more than 45 million individuals in the U.S. participate in birdwatching activities. This pursuit is not limited to remote natural settings; it attracts a diverse demographic spanning both urban and rural areas, with many people engaging in birdwatching right from their backyards. Further emphasizing the industry’s broad impact, a study by the U.S. Forest Service highlights its extensive reach and economic influence. Birdwatching not only captivates individuals but also supports a wide array of related businesses, including equipment suppliers and tourism service providers. This demonstrates a dynamic market with multiple revenue streams, underscoring the industry's significant and growing economic contribution.

Asia Pacific Birdwatching Tourism Market Trends

The birdwatching tourism market in the Asia Pacific accounted for a global revenue share of around 22.42% in 2023. The Asia Pacific region is renowned for its rich biodiversity, housing a vast array of bird species, including numerous endemics. Countries such as Indonesia, Malaysia, and India boast some of the highest levels of avian diversity globally, attracting birdwatchers seeking unique and exotic species. For instance, Indonesia alone is home to over 1,700 bird species (nearly 17% of the world's birds), making it a prime destination for birding enthusiasts.

Europe Birdwatching Tourism Market Trends

The European market is projected to grow at a CAGR of 5.8% from 2024 to 2030. According to the statistics published by the CBI Ministry of Foreign Affairs, approximately 3 million international trips are undertaken annually across the globe with a focus on birdwatching, reflecting the rapid growth of this niche tourism market. The statistics also indicated that at least 20% of European wildlife tourists had shown interest in birdwatching activities. Birdwatching had already been a well-established hobby among Europeans, and the demand for birdwatching tourism increased as COVID-19 travel restrictions eased.

Key Birdwatching Tourism Company Insights

The competitive landscape of the birdwatching tourism industry is characterized by a diverse array of stakeholders, including tour operators, eco-lodges, conservation organizations, and local communities. This sector is evolving rapidly, driven by increasing consumer demand for unique and sustainable travel experiences.

Prominent tour operators and agencies specializing in birdwatching are at the forefront, offering tailored packages that cater to varying skill levels and interests. These operators often collaborate with local guides who possess in-depth knowledge of avian habitats and species, enhancing the overall experience for travelers. Companies such as Birding Ecotours and Field Guides are recognized leaders in this niche, providing specialized itineraries that emphasize both education and enjoyment.

The integration of technology in the birdwatching tourism sector has led to increased competition. Mobile applications and online platforms facilitate trip planning, species identification, and community engagement, allowing businesses to reach a broader audience. Social media has become a powerful marketing tool, enabling companies to showcase unique birdwatching experiences and effectively engage with potential customers.

Recent Developments

• In July 2024, Hurtigruten Expeditions, a prominent leader in adventure travel, partnered with the National Audubon Society to introduce Audubon Voyages, a specialized cruise concept tailored for birdwatching enthusiasts. Currently offering expeditions to premier ecotourism destinations such as Iceland, Svalbard, and the Northwest Passage, the company has expanded its portfolio with the announcement of ten new Audubon Voyages. These voyages, developed in collaboration with the globally recognized National Audubon Society, are strategically designed to cater to the growing birdwatching segment. Upholding Hurtigruten Expeditions' strong commitment to sustainable ecotourism, each itinerary has been meticulously selected to highlight destinations that provide opportunities to observe rare and endemic bird species, aligning with the interests of avifauna-focused travelers.

Birdwatching Tourism Market Report Scope

Global Birdwatching Tourism Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global birdwatching tourism market report based on traveler type, age group, group, and region.

• Traveler Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Hard Core Birders

  • Enthusiastic Birders

  • Casual Birders

• Age Group Outlook (Revenue, USD Billion, 2018 - 2030)

  • 18-34 Years

  • 35-54 Years

  • 55-64 Years

  • 65+ Years

• Group Outlook (Revenue, USD Billion, 2018 - 2030)

  • Solo

  • Couples

  • Family

  • Groups

• Regional Outlook (Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia & New Zealand

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa (MEA)

    • South Africa