Behind the Booming Birdwatching Market in China Lies the Most Significant Business Opportunities

The birdwatching market in China is a sleeping giant.

Carrying the most expensive cameras to photograph the wildest bird – that really says all about the booming birdwatching market in China.

In recent years, birdwatching has emerged as a popular outdoor activity, sparking a nationwide craze in China. For retirees in Beijing’s parks, a Sony A1 camera paired with a 600mm prime lens is almost standard equipment. Occasionally, one might even spot “veteran enthusiasts” in camouflage gear hauling cinema-grade setups and professional microphones to capture birds – a posture so intense it’s jokingly compared to “bird hunting.”

However, birdwatching isn’t just a luxury hobby for those with time and money to burn. For many, all it takes is a pair of eyes and binoculars.

When a $60,000 USD Leica lens and a ￥10 RMB telescope from Pinduoduo are both aiming at the same crested ibis, the birdwatching economy reveals its inclusiveness and potential – it can be a luxury activity for high-net-worth individuals, an emotional outlet for Gen Z, and a key to rural economic revitalization.

As the “Birdwatching Market” Heats Up in China

Modern birdwatching originated in the UK, the first modernized society. The Royal Society for the Protection of Birds (RSPB) boasts over 1 million members, equivalent to one in every 60 Britons.

According to the Birding in the United States: Demographic and Economic Analysis Report, in 2016, 45 million American birders generated over 780,000 jobs, 16 billion in tax revenue and nearly 960 billion in industry output. Data from the U.S. Fish and Wildlife Service shows that one-third of Americans aged 16 and older engage in birdwatching, with participation rising from 45 million in 2016 to 96 million today.

Though birdwatching market in China is smaller than those in Europe and the U.S., the country is home to over 1,500 bird species, with four of the world’s nine major migratory flyways passing through its territory – signaling vast untapped potential.

China’s earliest organized birdwatching groups date back to the China Bird Conservation Association, founded in Beijing in 1984. Systematic birdwatching activities began around 1996 and have now developed over 29 years.

By the end of 2023, a national survey by the National Forestry and Grassland Administration and the China Wildlife Conservation Association revealed that China’s birdwatching population has surged to 340,000, doubling from the previous survey’s 140,000. The China Birdwatching Records Center, the country’s most comprehensive citizen bird database, reported over 50,000 active users by late 2023, with 3.599 million data entries – a 141% increase from 2022.

When retirees wield binoculars and “big guns” (telephoto lenses) to photograph a kingfisher, and when young “cyber birders” flood online forums and chat groups, birdwatching is no longer a niche hobby but an evolving industry.

On platforms like Xiaohongshu and Douyin, the topic of “birdwatching” or “birding” has garnered billions of views, with related subtopics gaining traction.

Today, birdwatching holds deeper meaning for younger groups.

“Beijing Feiyu (北京飞羽)” a volunteer organization of college students, views observing birds’ behaviors as both an aesthetic pleasure and a form of healing – a new lens through which to understand urban life.

“Suddenly, a folded dimension of life unfolds,” one member described their initial fascination.

Another member, Lei Feiran, shared her epiphany: “If our cities lose these birds, we lose part of our world.” During a nighttime survey, her team pointed an infrared scope at the sky and discovered glowing dots around the moon – migrating birds illuminated in the cold night.

In that moment, She felt a connection with the migratory birds: “If tiny birds can cross oceans and the Himalayas, we too can find strength to pursue our dreams while protecting these delicate lives.”

The “Birdwatching+” Economy

Globally, birdwatching is a mature, expansive industry. Birdwatching tourism, equipment, books, and peripheral products all represent lucrative markets.

Though still developing in China, new commercial opportunities are emerging as bellwethers for future growth.

Birdwatching + Eco-Tourism

Local governments are increasingly tuning their development path towards eco-tourism.

In 2023, Jiangxi Province (江西省) leveled up its “Birdwatching Week”(观鸟周) to a “Birdwatching Season” (观鸟季), curating routes around Poyang Lake (鄱阳湖), the largest freshwater lake in China. The area now attracts 2 million visitors annually, generating over ¥500 million in tourism revenue.

Yunnan’s Baihualing Village, famed for its avian diversity, transformed from a community once reliant on bird hunting to one thriving on guided tours. Nearly 100 villagers now work as “birding guides,” with tourism, lodging, and education driving its economic growth. By 2023, the village’s half-year tourism income exceeded ¥10 million, with per capita income reaching ¥16,800.

Innovated tours like Zhejiang’s “Forest Birdwatching Healing Tour” (priced over ¥5,000 per person) accommodated the concept of wellness and healing into birdwatching activities, creating new commercial avenues.

Birdwatching + Smart Tech

The smart device sector is also making strides.

U.S. company Bird Buddy, founded in 2020, sells AI-powered bird feeders paired with an app to help users track local bird populations. By 2025, the platform had over 150,000 users, a third of whom are newcomers.

In 2022, Bird Buddy reported 21.8 million in annual sales following an 8.5 million funding round.

Franci Zidar, co-founder and CEO of Bird Buddy, once explained that the smart bird feeder was chosen as the core product for development because “the bird-watching market is a sleeping giant.”

Chinese companies are entering the fray. Zhejiang-based Feiben Technology produces over 3,000 types of smart feeders, exporting to 10+ countries. Basic models sell for only $6-7 USD, but camera-equipped versions fetch tenfold prices via a “hardware + data + culture” model. One product even reached Antarctica, aiding ecological research.

Sustainable Business Solutions Out of the Booming Birdwatching market in China

Two decades ago, birdwatching was a “fragile goldmine.” Today, its economic ecosystem is maturing, driving sustainability and quantifying ecological value.

Biodiversity Conservation

In 2014, a member of Wuhan Birdwatching Association discovered breeding signs of the critically endangered Baer’s Pochard (global population <1,000). This triggered government action: by 2024, their numbers doubled to 540, spreading across 14 regions.

Similar organizations are proliferating nationwide. The 2023 China Mainland Birdwatching Survey notes that birdwatching groups now operate in 28 provinces, becoming vital forces in ecological monitoring and conservation.

Low-Carbon Economy

Birdwatching indirectly aids decarbonization. In Baihualing, replacing logging and hunting with tourism reduced deforestation emissions. Heilongjiang’s Taihu Wetland Park integrates birdwatching with carbon offset programs, allowing tourists to purchase “birdwatching carbon credits.”

Climate Model Refinement

Bird migration patterns serve as early climate change indicators. For example, droughts in Poyang Lake in 2024 caused earlier migrations, providing data to refine climate models and predict ecological impacts.

As British ornithologist John MacKinnon remarked: “Birdwatchers are venturing into uncharted territories, extending their footprints far and wide.”

From Beijing’s camera-toting retirees to Yunnan’s birdwatching huts, smart tech, and carbon-neutral wetlands, birdwatching transcends its hobbyist roots. It fuels conservation, education, and sustainable commerce – essential pillars for an ecological civilization.

In today’s world, the most vibrant innovations arise where human compassion meets nature. Like the glowing migratory birds observed that night, when commerce aligns with ecological rhythms, even the gentlest wings can stir transformative winds, illuminating a sustainable future.