Southern Africa is positioning itself at the centre of one of the world’s fastest-growing tourism niches. Yet, industry leaders warn the region is still failing to fully commercialise a market already worth more than US$70 billion globally.
At Africa’s Travel Indaba in Durban this week, delegates highlighted birding tourism, also known as avi-tourism, as a critical economic growth opportunity capable of driving cross-border travel, extending tourism seasons and creating sustainable income streams for rural communities.
While countries in Latin America and parts of Asia have aggressively scaled specialised birding routes and eco-tourism infrastructure, much of Southern Africa’s birding economy remains fragmented despite the region hosting some of the planet’s richest birdlife ecosystems.
High-value travellers driving a growing market
The economic figures behind the market are becoming increasingly difficult for African tourism economies to ignore. According to data presented at the Indaba, the global birding tourism market exceeded US$70 billion in 2025 and is projected to reach US$117 billion by 2033.
Speaking during discussions around the Kavango-Zambezi Transfrontier Conservation Area (KAZA), Executive Director Dr Nyambe Nyambe said Southern Africa has “barely scratched the surface” of the sector’s commercial potential.
“Globally, avi-tourism is one of the fastest-growing segments of nature-based tourism. Southern Africa has been underexploited in this space,” Nyambe said.
He added that birders are considered high-value travellers because they typically stay longer, spend more and travel during quieter tourism periods, often referred to as the “green season”.
Unlike traditional leisure tourism, birding tourism is less dependent on peak holiday periods, allowing destinations to generate revenue during quieter months and helping smaller tourism operators maintain year-round business activity.
Industry operators say this creates important opportunities for guesthouses, local guides, transport providers and conservation-linked SMEs operating outside mainstream tourism hubs.
South Africa’s competitive advantage
South Africa is considered one of Africa’s strongest birding destinations due to its biodiversity, accessibility and established tourism infrastructure. The country is home to nearly 850 recorded bird species, including several highly sought-after endemic and near-endemic species that attract international birding enthusiasts.
Among the country’s most sought-after species are the Cape Sugarbird, Blue Crane, Southern Ground Hornbill, Martial Eagle and Pel’s Fishing Owl, all of which draw specialised international visitors into rural and conservation areas.
Industry stakeholders say the challenge now is to move international visitors beyond traditional Big Five safari experiences and into specialised birding routes that spread tourism spending across smaller local economies.
Unlike mass tourism markets concentrated around large hospitality groups and urban centres, birding tourism often benefits smaller operators directly because visitors rely heavily on local expertise, guides and customised travel experiences.
Some tourism operators at the Indaba said birding groups frequently travel to remote destinations that traditional tourists may never visit, creating economic activity in areas often excluded from mainstream tourism routes.
“Birders are very intentional travellers,” said Durban-based birding guide and eco-tourism operator Sifiso Mthembu.
“They are willing to travel deep into rural areas for specific sightings, and that creates opportunities for local accommodation providers, community guides and smaller tourism businesses.”
Infrastructure and policy barriers remain
Despite the region’s ecological advantages, industry stakeholders pointed to infrastructure gaps, limited cross-border route integration, inconsistent marketing and visa complications as some of the biggest obstacles slowing growth.
The KAZA conservation region, which spans Angola, Botswana, Namibia, Zambia and Zimbabwe, is increasingly being positioned as a major trans frontier birding destination. The conservation area stretches across approximately 520,000 square kilometres and includes internationally significant wetlands, river systems and conservation corridors.
The KAZA Secretariat has also trained more than 50 certified birding guides and established over 100 tourism route ambassadors across lodges and camps within the region.
“No other birding destination in the world is structured like this,” Nyambe said. “It is absolutely essential that we market KAZA as one destination.”
